Publication: Reklam filmlerinin evriminde düşünsel bir dönüşüm: Apple - 1984
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Date
2007-08
Authors
Tatlı, Erdem
Journal Title
Journal ISSN
Volume Title
Publisher
İstanbul Kültür Üniversitesi / Sosyal Bilimler Enstitüsü / Dinler Tarihi Anabilim Dalı
Abstract
Bu çalışmanın konusu ?Apple 1984? reklam filminin göstergebilimsel çözümlemesidir. Çalışmada öncelikle reklam, marka, iletişim gibi kavramlar tanımlanmış, reklamın tüketim toplumundaki etkileri incelenmiştir. Daha sonra çözümlememizde uygulayacağımız yöntem olan göstergebilim ve göstergebilimle ilgili kavramlar açıklanmıştır. Reklam ve göstergebilimle ilgili bölümlerin ardından ?Apple 1984? reklam filminin çözümlemesi yapılmıştır. Çözümlemede ?Apple 1984? reklam filmi bir metin olarak ele alınmış ve görsel ve işitsel düzlemleri incelenmiştir. Çalışmanın son bölümünde ?Apple 1984? reklam filmindeki erktekelci yapı gibi günümüz toplumunun da kendine has bir erktekelci apıya sahip olduğu öne sürülmüştür. Anahtar Sözcükler : Reklam, Apple 1984, Göstergebilim, Göstergebilimsel Çözümleme, Tüketim Toplumu, Erktekelci Yapı.
This study deals with the semiologic analyse of ?Apple 1984? television commercial. In study, at first, terms as advertisement, brand, communications have been determined, effects of advertisement on consumption society have been analysed. Later, the method semiology, which we have caramelized in our analyse, and terms related to semiology have been described. After the sections concerned with advertisement and semiology, television commercial ?Apple 1984? has been analysed. In study, ?Apple 1984? television commercial has been discussed as a text and audio visial dimensions of it have been studied. At the last part of the study, just like totalitarian structure in the ?Apple 1984? commercial, the idea of today?s consumption society has its own and uniqe totalitarian structure has been championed. Key Words : Advertisement, Apple 1984, Semiology, Semiologic Analyse, Consumption Society, Totalitarian Structure.
This study deals with the semiologic analyse of ?Apple 1984? television commercial. In study, at first, terms as advertisement, brand, communications have been determined, effects of advertisement on consumption society have been analysed. Later, the method semiology, which we have caramelized in our analyse, and terms related to semiology have been described. After the sections concerned with advertisement and semiology, television commercial ?Apple 1984? has been analysed. In study, ?Apple 1984? television commercial has been discussed as a text and audio visial dimensions of it have been studied. At the last part of the study, just like totalitarian structure in the ?Apple 1984? commercial, the idea of today?s consumption society has its own and uniqe totalitarian structure has been championed. Key Words : Advertisement, Apple 1984, Semiology, Semiologic Analyse, Consumption Society, Totalitarian Structure.
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Keywords
İletişim Bilimleri, Communication Sciences