Reklam Metninde Gerçe(kli)ğin İnşa Süreci: Göstergebilim, İletişim, Sosyoloji ve Felsefe Kuramlarının Düşüngü Ekseninde Kavramsal ve Kuramsal Bir Eleştiri

Abstract

In advert�sements, we w�tness d�fferent pos�t�ons of the "�deology of the construct�on of real�ty". Advert�s�ng transforms real l�fe w�th �ts f�ct�onal d�scourse and reconstructs real�ty. In th�s study, a theoret�cal evaluat�on of advert�s�ng messages and texts, wh�ch are a commun�cat�on phenomenon, �s made �n the context of f�ct�onal real�ty. In the study, some f�nd�ngs and results were obta�ned about the appearance of the construct�on process of real�ty �n advert�s�ng texts �n the l�ght of sem�ot�cs, commun�cat�on, ph�losophy, soc�ology theor�es and advert�s�ng d�scourse. It �s hoped/�ntended that these f�nd�ngs and results w�ll be useful for stud�es and researches �n the f�eld of advert�s�ng and sem�ot�cs. The relat�onsh�p between the myths ex�st�ng �n the soc�ocultural structure / system of the age and the myths of advert�s�ng reflected �n soc�al l�fe �s shaped �n the construct�on of real�ty. Th�s po�nt of v�ew po�nts out the �mportance of the study, wh�ch �s hoped to shed l�ght on the stud�es to be done �n the f�eld of "advert�s�ng sem�ot�cs". In the study, �t has been determ�ned that advert�s�ng texts conta�n (s)�mages on the "�deology of real�ty" �n accordance w�th trad�t�onal and soc�al myths and that these (s)�mages produce / construct and reproduce / construct real�ty �n advert�sements. The f�ct�onal real�ty of the advert�sement man�pulates people and the�r relat�onsh�ps as consumers and at the same t�me al�enates them from the�r own real�ty. In other words, the �deology h�dden �n the f�ct�onal real�ty of the advert�sement reconstructs people's relat�ons w�th each other and w�th the world by man�pulat�ng them. Wh�le advert�s�ng reflects back to the soc�ety the myths and �deolog�es ar�s�ng from the soc�o-cultural structure / system of wh�ch �t �s a part, on the other hand, �t constructs and reproduces the sa�d myths and �deology about real�ty.