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Contextual Approaches in Communication

Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay

Contexual Approaches in Communication is a collection of papers by researchers from several different institutions on a wide range of communication issues: social responsibility, social media, cyberbullying, interpersonal communication, gender issues and the impact of Facebook, advertising, television and mobese cameras. The book addresses educators, researchers, social students and teachers and it will also be useful to all those who interact, one way or another, with both students and teachers in a communication context.
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In the Context of Branding: Using Gender Roles, Creating Criteria, and Analysis of Advertisements Broadcasted in Turkey

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Introduction

As it is widely known, world brands use mass media to the maximum benefit from every single channel to continue their existence. The marketing process developed out of this viewpoint usually makes the global economy a vivid mechanism, builds a high-level consumer society, and creates a setting from negative contents. Particularly in advertisements, presenting a fast/unstable utopia society and encouraging lives makes individuals act as unconscious consumers of society; global brands in this context create a reproducible mechanism for themselves on the basis of customers. Thanks to this vicious cycle, brands can completely build their marketing strategies on society. In other words, media creates a brand-based eclipse of reason environment on the audience through the advertisement channel. However, in branding, personal identities are attributed to the above mentioned audience. The existence of individuals living in society is valuable in terms of their outfit or the brands which they think that they belong to. At the same time, in social research, excluding social and cultural gender, the roles of gender in 21st century advertisements are discussed to show that an intensive influential and convincing object which results from global concerns is used.

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