Understanding the symbolic consumption in advertisements in the context of diderot effect: A study on television advertisements

In this thesis study, the Diderot effect, which explains the consumption frenzy of our age and the fact that we buy what we do not need, has been reinforced with the concept of symbolic consumption, and a research has been carried out on how important the television advertisements in Turkey, which are determined by the purposeful sampling method, have in conveying the concepts of Diderot effect and symbolic consumption to individuals. In the first part of the study, in addition to the changes and developments in the field of advertising and advertising, the concept of consumption and need, the consumption society that emerged with the change in consumption understanding and the effect of advertising on consumption are focused on. In the second part, the relationship between symbolic consumption and advertising as well as the relationship between Denis Diderot, Diderot effect, Diderot effect and symbolic consumption are examined, while the application and results of the research are included in the last part of the study. The aim of this study is to try to understand the effect of advertising on concepts and how concepts are placed in advertisements, unlike other studies on symbolic consumption and the Diderot effect. For this purpose, the most valuable and strongest brands of Turkey announced by 2020 Brand Finance, twenty television advertisement examples of ready-to-wear brands included in the June annual report were analyzed using semiotic analysis method and the way advertisements deal with the concept of Diderot effect was emphasized. The findings obtained after the examination revealed the parallel relationship between acquiring a new product and the happiness felt, and it was concluded that the consumer was included in an endless consumption spiral in which he bought the unneeded one by making them feel the need to ensure harmony and integrity among all their belongings. In this context, it has been determined that the consumer is directed to the consumption of not one but more than one product, with the idea that his belongings must ensure harmony and integrity in order to live a happy life as presented in the advertisements.