Analysis of the mother's day advertisements in the context of consumption culture and popular culture

The popular culture and consumption culture, which is increasingly influential in the globalizing world, is a system which aims to turn them to commodities by appealing to the feelings of the target audience independently of its needs. Advertising also has an important effect in this system. Foundation of the popular culture concept is based on the mass culture. This concept deals with if a product is popular, does not interest in whether the consumer needs it or not. On the other hand, consumption culture dwells on the feelings which are marketed and transformed into commodities by popular culture. The first chapter of this dissertation study consists of problem determination, aim, and importance of research, sample selection, and analysis. In the second part, a literature study on consumer culture and popular culture is presented. In the third chapter, the conceptual framework of advertising and semiology is drawn and the previous studies are examined. In the fourth chapter of the thesis, the semiotic analysis of the four different brands of Mother's Day advertisements which were broadcasted in the last two years is conducted. In the fourth chapter of the thesis, the semiotic analysis of the four different brands of mothers' day advertisements which were broadcasted in the last two years is presented. The semiological analysis is based on the method of Roland Barthes. The conclusions of the research are introduced in the last chapter.