The investigation of food advertisements in television in the context of hedonic motivation

In the modern period, advertisements are mostly aimed at informing about the products, the features of the product, the price and where it will be provided, while in the postmodern period, it is seen that the advertisements are mostly addressed to the emotions of individuals. One of the most important reasons for this situation is that the meanings attributed to"consumption anlam in these two periods are different from each other. In the postmodern period, individuals are directed to hedonism along with the consumption society. One of the most effective tools in this orientation is the media. With the content produced in the media and consumption, hedonism is inoculated into society. The most obvious examples are seen in advertisements that increase consumption. Advertisements advise that they can be happy by consuming mainly their target audience. In this study, hedonic messages of ready-made food advertisements on television in 2017 -2018 will be examined. Key Words: Hedonoism, Reuqirement, Television, Food