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Abstract


THE ORIENTALIST DISCOURSE IN TELEVISION ADVERTISEMENTS: MNG CARGO AND TURKCELL ADVERTISEMENTS

There is no doubt that communication has a major role in the development of society and communities. From primitive societies to industrial societies, there is an undeniable share of mass media during and after. When the mass media’s ease of access and mass influences are taken into account, the individual and the mass of the advertiser are clearly confronted. The advertising sector is constantly being fed from diverse sources and fields, and our daily lives are being searched on the spot. Orientalism, which the West reveals about the East, showed itself in many areas that the arts, sciences, literature, politics, etc.. Some of these areas also have signs of orientalism in advertisements. In this research, orientalist rhetoric in advertisements presented on Turkish television is investigated. Two television commercials were selected to realize the purpose of the study. The semiological analysis method was used for this study. This study have been tried to identify how are represented Western and Eastern identities in selected advertisements using the obtained data.



Keywords
Advertising, Ideology, Orientalism, Mass Media, Semiotics



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