An analysis of the presentation of luxury consumption products in adevertising

Human beings continue their lives by needing to consume from the moment they start life. It can be said that consumption is an action that meets vital and psychological needs and satisfies the individual physiologically or psychologically. Consumption is increasing day by day, and as a result of mass production, all products start to look alike. However, the individual, who wants privilege in the products he uses, turns to products that are less or expensive, paying attention to the fact that the products he consumes are not available to anyone. Products that have been in the hands of a small group for centuries have been valued and evaluated in the luxury category. Luxury products, which are rare and expensive in price, differ from ordinary products with the benefits they offer to consumers from communication efforts (advertising, public relations, sponsorship etc.). The images created in the minds are expressed in the concept of luxury, where the indicators are extremely important. The message given by the people who consume luxury products to the society allows this consumption form to increase gradually, the message in question passes through the images that luxury creates in the minds. Luxury consumption, which is a psychologically relaxing form of consumption; It is intertwined with hedonism, vanity and symbolic meanings and has a relative but dynamic structure. Luxury consumption is a form of consumption that is affected by all the changes in society, and it is important to determine the social luxury indicators correctly and then present these indicators to the consumers clearly. Within the scope of the study, semiotic analysis was applied to 10 ads and content analysis was applied to 207 ads for the presentation of luxury consumer goods. The aim of the study is to determine how luxury is presented in advertisements. In 10 advertisements that were analyzed by semiotic analysis method, it was determined that especially the indicators for art and works of art were mostly used, and the color indicators were intense. In the content analysis, it was determined that the product advertisements (99%) and the advertisements (79.7%) of the products belonging to the category of clothing, shoes and accessories were concentrated. At the same time, it was determined that especially emotional expression (58.5%) style was used in luxury product advertisements and mostly the cross-section of life (80%) and witnesstestimony (31%) formats came to the fore.