Reconstruction of the home image in advertisements

This study focuses on exploring the reconstruction of the Home image in advertisements with the dominant ideology of society. The family, which is the basic element of the home concept, as a social institution can not avoid from the changing againts economic and cultural changes In this study Home concept was approached in historical context with its core elements such as its members, place and security from worldwide to exhaustive in Turkey. The innovations and changings which was associated with the emerge of new mass communication devices also considered in this study in conjunction with the Home concept. Reconstruction of the core elements of Home concept intended for dominant ideology such as family, family members and places was analyzed in the context of consumption culture, consumption society, image, cutural emperializm and especially advertisements The literature review was done in order to handle the reconstruction of Home image in advertisements. Discourse analysis and semiotics methods used for analysis section. Key words: Home Family, Advertisement, Image, Consumption Culture, Consumption Society, Cultural Emperializm