The role of media in the creation phase of residential image resident (de luxe) advertisements in "global" Istanbul

This study has been facilitated in basis of indication that the urban resident is also redefined as ?consumable? just similar to all other objects and concepts in scope of the global system that has also been called with the term of ?global?; that such urban resident has handed over to the popular culture of consumption especially during the last 20 years ; that significant changes in the roles of the cities are observed evidently, thus the cities are hereafter discussed in terms of the images. In the 3rd world cities, the global system not only extends and legalizes the consumption but also makes the sizes of municipal poverty deeper and wider as being different from the cities in the developed countries.The economical system makes the municipal places as ?the camps?, where are composed of special areas facilitated at an imaginary concept supported by a non-existent reference in respect of a role taking part in a tale, and, which also lost the social effectiveness, by just using the magical impact of advertisements. In such a study that has emphasized all such views in the background, the residential transformation adventure noticed in Istanbul during the last 20 years had been looked over residential fields. The relation of the city with the globalization process had been evaluated by considering the precious data that clarifies the residential transformation of the city in basis of potential relation between those data and residential growth.By taking into consideration that the advertisement subject has a real and great impact on the consumption culture, the real estate advertisements of the resident projects that are executed in İstanbul city have been analyzed in scope of semiotics thus the marketing and promotional works focused on the municipal residents had been tried to describe and explain in scope of meaningful approach. During the period after 1980 until 2005 that has also been deemed as the beginning point of a strict transformation in the municipal policies, the real estate advertisements taking part in the leader daily newspapers i.e. Sabah and Hürriyet had been examined in details thus the semiotics solutions had been created based on those examples.Key words: globalization, consumption, advertisement, semiotics analysis, İstanbul, high income real estate areas.