The effect of television advertisements that is projected in the context of popular culture at constituting postmodern identity

In a postmodern society, identity has a function that is a kind of acting at a scene. It seems that it is impossible to talk about stable positions of identities in a postmodern society in which there is not a safe ground to step. The effect of popular culture products which are means of practising of postmodern expression is very important about taking the identities to this point.There are not enough researches in literature for rebounding of TV advertisements as one of the popular culture products to identity forms.It may be stated that the basic research problem of this study is to determine what kinds of effects that as a reflection of popular culture that realizes the postmodern expression TV advertisements have on identity forms in a postmodern society.With this direction it is possible to state the aims of this study:c)What kind of identity examples do the TV advertisements present to the postmodern society with the message they include?d)While presenting these identity models which expressions do the TV advertisements use & what do they commit? Or how do they obtain the formation of the model which they want?In addition to the literature study while searching the answers of these questions in the limitations of our research time, twenty one TV advertisements which were chosen as `example facts? are analysed based on observation.As a result of the study which has been done in this frame; among the models of identity that TV advertisements present or they edit the kinds of identities appear which believe to realize by consuming; which become standart by resembling to the others; which are not at that facts of reflecting the personality; which is determined according to the appearance of the person not according to his/her personality.The expressions which TV advertisements use as first the `differentiation? for the formations of these models of identity confront us with stress of `self? which have relation with its vision or its possession.In this context the findings with this study elicit the practical reflections which are aimed at postmodern identity.