Image of hero in consumption culture

Every culture and era creates its own heroic imagery. In consumer culture which mandates society, these images are associated with commercial facts like advertising, branding and being popular. Brand protagonists and celebrities associated with brands, who are role models of consumer society, are exposed. Terms and circumstances are also referred. Samples like brand endorsers or fictional brand characters are incuded in the research. Consumer society which is affected by brands and popular culture, is erupted in United States of America during first half of twentieth century. In this case, findings of the research widely included heroic imagery of America's consumer culture. Images of New Man and New Woman in magazines and advertising, celebrity images which take more and more part in media are included in the research. Ideal housewife imagery is referred. Sport heroes of popular culure, have the biggest part in the text. The relation of consumer culture with myths and archetypes which is used in contemporary advertising industry and popular culture has been discussed. Use of hero archetype in media has been explained. The association and modifications of hero with consumer culture has been discussed. When explaining of heroic imagery used in different medias, especially advertisement, cinema and sports has been underlined. Distinctive heroes of consumer culture in Turkey had been underlined. Starting from twentieth century, hero images which took most part in their own era, are explained with socio-economical and socio-political conditions of the time. The questions of "Who are the heroes in consumer culture?" and "Which are their images?" or "Why they differ from time to time?" are tried to be answered. İngilizce Anahtar Kelimeler: 1- Hero 2- Consumer Culture 3- Popular Culture 4- Role Model 5- Advertisement