A research on automobile advertisements in the context of the relationship between advertising and technology

Since the Fordist period, when mass production started to increase gradually, the concepts of technology, production and consumption have started to be used frequently. Along with technological developments, the acceleration of production methods and processes has brought many innovations. During the Ford period, there has also been an increase in automobile sales since the period when automobile parts began to be produced with mass production. The increasing sales rates of the automotive sector have started to gain a different dimension with the modernization and "promotion and sales" strategies. In addition to the fact that cars with different models and qualities can reach more buyers, automobile manufacturers have resorted to promotional activities in line with strategies such as liking and arousing curiosity. The development of technology and the acceleration of production activities have created an opportunity for the automotive sector to develop a strategy for integrating these features into its products. Thus, the automobile sector has focused on advertising activities that will create an innovative, modern and advanced technological attitude on the consumer by trying to adapt to the new technological development every day. In this context, the aim of the study is to reveal the use of technology in automobile advertisements. It is seen that the most technological informative content, technological detail and advertising attractiveness such as innovation are included in the 250 automobile advertising films subjected to content analysis within the scope of the study. On the other hand, it is seen that luxury, design and performance qualities stand out in the 5 advertising films where semiotic analysis comments are included.