PROJECTION OF SELF-REPRESENTATION IN ADVERTISEMENTS IN THE CONTEXT OF GOFFMAN'S THEORY OF SELF-PRESENTATION: AN ADVERTISING ANALYSIS

Year 2023, , 453 - 471, 01.04.2023

Özlem Işık , Havar Cin

https://doi.org/10.7456/tojdac.1253110

Abstract

ABSTRACT
This study focuses on how many elements, the self and self-presentation phenomena of advertisements, which play a role in the production of value, work in the production processes and how these phenomena produce themselves. With this aim in mind, both communication studies in the Turkish market and the advertisement film of a product, which is one of the global car brands that are sold, on the Youtube has been determined as the sample of the study. In this context, the selected advertisement sample will first be analyzed with the semiotic analysis method of Roland Barthes. Afterwards, the data obtained, on the axis of the projection of the phenomenon of self and self-presentation in advertisements, in other words, the way it is coded in messages, the way it is expressed in discourses, the way it is shown in signifiers, performance, teams, regions and regional behaviors, which are components of Goffman's theory of self-presentation, out-of-character communication will be analyzed in the context of impression control themes.
Keywords: Self, Self-Representation, Advertising, Goffman theory of self-presentation

Keywords

Self, Self-Representation, Advertising, Goffman theory of self-presentation

PROJECTION OF SELF-REPRESENTATION IN ADVERTISEMENTS IN THE CONTEXT OF GOFFMAN'S THEORY OF SELF-PRESENTATION: AN ADVERTISING ANALYSIS

Abstract

Özlem IŞIK
Erciyes Universitesi, Turkiye
[e-mail]
https://orcid.org/0000-0002-1455-3154

Havar CİN
Şırnak Universitesi, Turkiye
[e-mail]
https://orcid.org/0000-0002-2234-7297

Goffman’ın Benlik Sunumu Kuramı Bağlamında Reklamlarda Benlik Sunumunun İzdüşümü: Bir Reklam İncelemesi

ÖZ
Bu çalışma, birçok unsurun, değerin üretiminde rol oynayan reklamların benlik ve benlik sunumu olgularını, üretim süreçlerinde nasıl işlediğine ve bu olguların kendilerini nasıl ürettiğine odaklanmaktadır. Bu amaçtan hareketle, Türkiye pazarında hem iletişim çalışmaları hem de satışı yapılan küresel araba markalarından olan bir ürünün YouTube’da yayınlanan reklam filmi çalışmanın örneklemi olarak belirlenmiştir. Bu bağlamda, seçilen reklam örneklemi öncelikle Roland Barthes’in göstergebilimsel analiz yöntemiyle analiz edilecektir. Ardından elde edilen veriler, benlik olgusunun ve benlik sunumunun reklamlardaki izdüşümü, diğer bir ifadeyle, mesajlarda kodlanma biçimi, söylemlerde ifade şekli, gösterenlerde gösterilme yöntemi ekseninde, Goffman’ın benlik sunumu kuramının bileşenlerinden olan performans, takımlar, bölgeler ve bölgesel davranışlar, karakter dışı iletişim ve izlenim denetimi temaları bağlamında analiz edilecektir.
Anahtar Kelimeler: Benlik, Benlik Sunumu, Reklam, Goffman benlik sunumu kuramı

Keywords

Benlik, Benlik Sunumu, Reklam, Goffman benlik sunumu kuramı, Self, Self-Representation, Advertising, Goffman theory of self-presentation

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