Kültür Endüstrisi Bağlamında Reklam ve Din İlişkisi: Göstergebilimsel Bir Çözümleme

Abstract

The culture industry produces an artificial, commercialized and standardized culture, motivated by profit. Advertisements, which constitute one of the most important expressions and transfer tools of the culture industry, spread the industry practices by differentiating the forms of expression according to the changes and needs of the industry. Advertisements also transform and commercialize the symbols that evoke the cultural codes, religious values and beliefs of the society in accordance with the industry functions. This study aimed to examine the relationship between advertisement and religion within the framework of the culture industry. The semiotic analysis method of Roland Barthes was used in the study. The study questions how religious symbols are positioned in the advertising indicators selected in line with the sampling method, how they relate to popular culture forms, and what other factors advertising indicators can be used to identify. According to the data obtained from the semiotic analysis, religious symbols in advertising indicators turn into objects of consumption that can be bought and sold or objects of desire and motivation that direct the consumer to a purchasing activity by adding an aesthetic shape. Religious symbols sometimes function as a gimmick used in advertising rhetoric or are functionalized eclectically with gimmicks. Advertising indicators, while directing individuals to consumption by using religious symbols, mediate the transformation of semantic structures for religious symbols in the minds of individuals.