KADIN BEDENİ ÜZERİNDEN YAPILAN HEDONİST REKLAMLAR: MAGNUM REKLAMLARI
HEDONIST ADVERTISEMENTS THROUGH WOMAN BODY: MAGNUM ADVERTS

Author : Gonca UNCU
Number of pages : 1-22

Abstract

Globalization aims to change people's habits, especially consumption habits by likening them to each other. The most important tool he uses to achieve this goal is advertising. Advertising seeks to make consumers consume not what they need, but what they do not need. The emotional benefits of the product outweigh the physical benefits. Because the consumer purchases a spiritual satisfaction with the product. This represents a status, lifestyle, vanity, a social class. Advertising, which targets the emotional weaknesses of the consumer, constantly fuels and keeps this desire alive. Advertising does this with a hedonistic strategy. Emotions such as sexuality, lust, desires, and pleasure are the most used items of hedonistic advertising. This study aims to show how the consumption cycle is used, particularly through the female body and female sexuality. This phenomenon has been studied semiotically with Magnum's hedonist advertisements. Magnum, the world's most well-known ice cream brand, was chosen for its the most striking examples of hedonic consumption pleasure-based campaigns. Interestingly an ice cream brand evokes such a female sexuality and is associated with it globally. In this study Roland Barthes' semiotic analysis method was used to examine Magnum advertisements. For this purpose, Magnum's TV hedonist commercials: "Release the Beast" series were chosen as sample commercials and analyzed semiotically. Thus, the relationship between hedonism created over female sexuality and the consumption perception created by globalization has been clearly examined and the hedonism created by the advertisements over female body was analyzed detailly.

Keywords

Hedonism, Hedonist Advertisement, Globalization, Magnum, Ice Cream, Pleasure, Semiotics, Roland Barthes

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