The place of advertisement in national architecture media: The example of Arredamento architecture magazine

In the realm of architectural media, the myths present in advertisements demonstrate differences from everyday life images, both in physical and conceptual terms, particularly regarding production and consumption relationships. The myths utilized in architectural magazines (such as technology, functionality, diversity, etc.) are closely linked to technological advancements and the culture of architecture. In this context, it can be stated that Arredamento Architecture Magazine is the first national periodic publication in Turkey to utilize semiotics and the concept of myth. Moreover, while many magazines today continue their publication through digital printing, Arredamento Architecture Magazine still reaches its readership in printed form. The purpose of this study is to analyze the content of advertisements published in the nationally distributed Arredamento Architecture Magazine between the years 2018-2022 using semiotic methods, and to evaluate the myths identified through this analysis in conjunction with the advertising format method. This evaluation has revealed the values that the advertisements aim to reflect to the readers. According to the assessment of a total of 34 advertisements from the last five years of Arredamento Architecture Magazine, the most frequently employed myths are those of "Exclusivity," "Modernity," and "Leadership." These results indicate a tendency in the magazine's advertisements to offer pioneering, innovative, and distinct products/experiences compared to others.