Global and local elements used commercial films:a comparision of commercial fi̇lms broadcasted in Turkey in 2018

Globalization, which has increased its influence since the 80s, is a widely used concept today. While globalization has an impact on many fields such as economy, politics, geography and technology, nowadays its cultural impact has been widely discussed. Some argue that globalization suggests that the world is heading towards a single global culture, for others, globalization allows localities to emerge. This study is conducted to reveal the current situation of global and local elements in Turkey. The main objective of this study is to determine the proportions and forms of global and local elements used in Turkish TV commercials through 2018 and make evaluations of revealed conditions. The sample of this study conducted using the content analysis method consists of 253 television commercials broadcast between January 1 and December 31. According to the results of the analysis, it has determined that the total number values of global and local items used in commercial films are close to each other. The numbers of global and local items used by global brands and local-national brands are also very close to each other. In addition, consistent results have found between the product-service categories to which the brands belong and the global-local elements they use. As a result of the study, it has concluded that the localities have not disappeared completely with globalization and continue to affect the global and the local.