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The Dynamic Interaction Between Advertising and Popular Culture: a Case Study on Ixir Tv Commercials

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The Dynamic Interaction Between Advertising and Popular Culture: a Case Study on Ixir Tv Commercials THE DYNAMIC INTERACTION BETWEEN ADVERTISING AND POPULAR CULTURE: A CASE STUDY ON İXİR TV COMMERCIALS A THESIS SUBMITTED TO THE DEPARTMENT OF GRAPHIC DESIGN AND THE INSTITUTE OF FINE ARTS OF BİLKENT UNIVERSITY IN PARTIAL FULFILLMENT OF THE REQUIREMENTS FOR THE DEGREE OF MASTER OF FINE ARTS By Bahar Seçmeer May, 2006 I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, as a thesis for the degree of Master of Fine Arts. .................................................................................................. Assist. Prof. Dr. Mahmut Mutman (Principal Advisor) I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, as a thesis for the degree of Master of Fine Arts. ..................................................................................... Assist. Prof. Dr. Özlem Sandıkçı (Co-Advisor) I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, as a thesis for the degree of Master of Fine Arts. ...................................................................................... Prof. Dr. Bülent Özgüç I certify that I have read this thesis and that in my opinion it is fully adequate, in scope and in quality, as a thesis for the degree of Master of Fine Arts. ...................................................................................... Assist.Prof. Andreas Treske Approved by the Institute of Fine Arts .......................................................................................................... Prof. Dr. Bülent Özgüç Director of the Institute of Fine Arts ABSTRACT THE DYNAMIC INTERACTION BETWEEN ADVERTISING AND POPULAR CULTURE: A CASE STUDY ON İXİR TV COMMERCIALS Bahar Seçmeer M.F.A. in Graphic Design Supervisor: Assist. Prof. Dr. Mahmut Mutman Co-Supervisor: Assist. Prof. Dr. Özlem Sandıkçı May, 2006 In the scope of the thesis, the “advertising” concept--rather than its economic dimension-- is taken as a matter of culture under the form of popular culture, serving as a repository for social and cultural data. How the dynamic interaction and the mutually exclusive culture generation among advertising and popular culture takes place is examined upon the latest commercials for validity and up to datedness. Furthermore, İxir TV commercials, because of their periodical importance, rich content and popularity are chosen as the sample case for further investigations. Keywords: Advertising as a Cultural Institution, Popular Culture, Text, Textual Analysis, Internet, İxir, Television, Social Tableau, Media, Ads Consumed. i ÖZET POPÜLER KÜLTÜR VE REKLAM ARASINDAKİ DİNAMİK ETKİLEŞİM, ÖRNEK ÇALIŞMA: İXİR TELEVİZYON REKLAMLARI Bahar Seçmeer Grafik Tasarım Bölümü Yüksek Lisans Tez Yöneticisi: Yard. Doç. Dr. Mahmut Mutman Yardımcı Tez Yöneticisi: Yard. Doç. Dr. Özlem Sandıkçı Mayıs, 2006 Bu tez kapsamında “reklam” kavramı, ekonomik araç olma boyutunun ötesinde, popüler kültür başlığı altında kültürel ve sosyal bir veri havuzu olması açısından ele alınmıştır. Popüler kültür ve reklam arasındaki dinamik paylaşım, etkileşim ve iki yönlü kültür yaratma süreci; güncellik ve geçerlilik taşıması açısından öncelikle en yeni örnekler üzerinden incelenmiştir. Bununla birlikte, yayımlandığında büyük yankı uyandırmış; geniş kitleleri etkisine almayı başarmış; önemli bir dönemin özelliklerini taşıyan; toplum ve kültür unsurlarını temsil eden “İxir televizyon reklamları” örnek olay olarak değerlendirilmiştir. Anahtar Kelimeler: Kültür Bağlamında Reklam, Popüler Kültür, Metin, Metin İncelemesi, İnternet, İxir, Televizyon , Sosyal Tablo, Medya, Tüketilen Reklam. ii ACKNOWLEDGEMENTS I would like to express my deep sense of gratitude to Assist. Prof. Dr. Mahmut Mutman for the tolerance, care and valuable support he has shown all through my graduate study and thesis period. I would like to give my thanks to Assist. Prof. Dr Özlem Sandıkçı for the encouragement, guidance and moral support she has provided during my favorite courses with her and the thesis. I thank Prof. Dr. Bülent Özgüç and Assist. Prof. Andreas Treske. I am grateful for their guidance and being there for me. I would also like to thank to Prof. Dr. Nezih Erdoğan for guiding me and believing in me during my courses. I am so happy to see my graduate classmate Burcu Asena; Emine Öztürk , Batman family, Elif Öztek, Aslı Ciğer, Sedefoğlu family next to me. I would like to thank all the people; my relatives, my friends around me who know themselves. I also appreciate ATCW-Ali Taran Creative Workshop for their contribution. I would like to give my thanks to my fiancée Cemil Sedefoğlu for supporting me and helping out whenever I needed. Most of all, I am so lucky to have Candemir, Gülten and Burcu Seçmeer as my angel family. I would like to thank them for their respect, love, support and patience. iii To My Family iv TABLE OF CONTENTS ABSTRACT………………………………………………………………………….i ÖZET………………………………………………………………………………...ii ACKNOWLEDGEMENTS………………………………………………………..iii DEDICATION……………………………………………………………………...iv TABLE OF CONTENTS…………………………………………………………...v LIST OF FIGURES……………………………………………………………….viii 1. INTRODUCTION………………………………………………………………1 1.1. Purpose of Study…………………………………………………………..1 1.2. Chapters in Brief……………………………………………………………6 2. THEORETICAL FRAMEWORK AND METHODOLOGY ……………….8 2.1. Theoretical Framework…………………………………………………….8 2.1.1. Culture……………………………………………………………….8 2.1.2. Popular Culture……………………………………………………..9 2.1.2.1. Historical Perspective and Scholarly Study…………………10 2.1.2.2. Definition………………………………………………………15 2.1.2.3. Related Terms; High Culture, Folk Culture, Mass Culture…………………………………………………………..20 2.1.2.4. Media Culture…………………………………………………26 2.1.3. Advertising as a Cultural Institution……………………………..28 2.1.4. Advertising and Popular Culture…………………………………45 v 2.2. Methodology, Approaches to Studying Popular Culture and Advertising………………………………………………………………...55 2.2.1. Text………………………………………………………………….55 2.2.2. Text and Popular Culture…………………………………………58 2.2.3. Textual Analysis……………………………………………………59 3. ANALYSIS OF İXİR TV COMMERCIALS………………………………...73 3.1. TV Commercials…………………………………………………………..73 3.2. Textual Analysis of İxir TV Commercials……………………………….74 3.2.1. A Glance at Turkey, 2000………………………………………….74 3.2.2. Overall Analysis İxir TV Commercials…………………………...76 3.2.3. İxir TV Commercial 1……………………………………………..96 3.2.4. İxir TV Commercial 2……………………………………………102 3.2.5. İxir TV Commercial 3……………………………………………107 3.2.6. İxir TV Commercial 4……………………………………………112 3.2.7. İxir TV Commercial 5……………………………………………116 3.2.8. İxir TV Commercial 6……………………………………………121 3.2.9. İxir TV Commercial 7……………………………………………125 3.2.10. İxir TV Commercial 8……………………………………………130 3.2.11. Other Possible Meanings…………………………………………135 3.2.11.1. Food culture……………………………………………….135 3.2.11.2. Language…………………………………………………..136 3.2.11.3. Popular Culture…………………………………………...137 3.2.11.4. Propaganda………………………………………………..138 vi 3.2.11.5. Social Tableau …………………………………………….138 3.2.11.6. Globalization, Glocalization ……………………………..142 3.2.11.7. Urbanization………………………………………………144 3.2.11.8. Education, Progress………………………………………146 3.2.11.9. Class, Lifestyles……………………………………………148 3.3. İxir TV Commercials and Media………………………………………..154 3.3.1. TV Commercials in Media, Impact on Media and Audiences…156 3.3.2. İxir TV Commercials, Demos from Media……………………...157 4. CONCLUSION……………………………………………………………….166 5. REFERENCES……………………………………………………………….170 vii LIST OF FIGURES Figure 1. The distinction between “high culture” and “popular culture as of “form”……………………………………………………………………………….20 Figure 2. The distinction between “high culture” and “popular culture as of “function”……………………………………………………………………………21 Figure 3. The distinction between “high culture” and “popular culture as of “evaluation”…………………………………………………………………………22 Figure 4. Benetton (2003), “Food for Education 1”…………………………...29 Figure 5. Benetton (1998), “Human Rights – Women”……………………….29 Figure 6. Doğuş Otomotiv (2005), “Back Seat”……………………………….30 Figure 7. BKM-Chip&Pin (2006), “Miss.Cascade”…………………………...30 Figure 8. Cumhuriyet (2006), “Are you aware of the danger?”……………….31 Figure 9. Humo Magazine (2006), “Saddam reading Humo”…………………32 Figure 10. Volkswagen-Beetle (2002), “Turbo”………………………………..33 Figure 11. OMO (2005), “Football Game”……………………………………..33 Figure 12. Pepsi, (2005), “Shadow Puppets”…………………………………...34 Figure 13 First-Neogum (2005), “Underwater”………………………………..34 Figure 14. Knorr- Meatball Ingredients (2005), “Which One?”………………..35 Figure 15. Filli- Dye (2005), “Fenerbahçe”…………………………………….36 Figure 16. Akbank- Company (2005), “Proposal”…………………………….36 Figure 17. Ülker- Biskrem (2005), “Oh My God!”……………………………..37 Figure 18. Üker- İçim Yoghurt (2006), “Village Recipe”………………………38 Figure 19. Kent (2005), “Bayram Greetings”…………………………………...39 Figure 20. Rejoice- Shampoo (2005), “Center of Attention”…………………...39 viii Figure 21. Akbank- Access (2006), “New Life”………………………………..41 Figure 22. Evy Lady- Pad (2005), “Beach Soccer”……………………………..42 Figure 23. OK- Condom (2005), “Elephant”……………………………………43 Figure 24. Sprite- Beverage (2005), “Pool”…………………………………….45 Figure 25. Nescafe- 3 in 1 (2005), “Ambiance”………………………………...45 Figure 26. Eti- Wanted (2005), “Bad Detectives”………………………………46 Figure 27. Kilim (2006). Seray Sever, Erman Toroğlu, Çağla Şikel, Hakan Altun as celebrities acting in rug commercials…………………………….48 Figure 28. İdaş,-Bedstead (2005), “Backache”………………………………...50 Figure 29. Tofita- Mix (2006), “Meeting”………………………………………50 Figure 30. Opet-Fuel Oil (2006),
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