@article{article_838540, title={HEDONIST ADVERTISEMENTS THROUGH WOMAN BODY: MAGNUM ADVERTS}, journal={Kesit Akademi Dergisi}, volume={6}, pages={1–22}, year={2020}, author={Uncu, Gonca}, keywords={Hedonizm, Hedonist Reklam, Küreselleşme, Magnum, Dondurma, Haz, Göstergebilim, Roland Barthes}, abstract={Globalization aims to change people’s consumption habits by making them looking for similar things. The most important tool used to achieve this goal is advertising. Advertising seeks to make consumers use up not only what they need, but also what they do not need. The emotional benefits of the product outweigh the physical benefits since the consumer purchases a spiritual satisfaction with the product. This represents a status, lifestyle, show off and a social class. Advertising targets the emotional weaknesses of the consumer, constantly fuels and keeps his/her desire alive. Advertising does this with a hedonistic strategy. Emotions such as sexuality, lust, desire, and pleasure are the most common used notions of hedonistic advertising. This study aims to show how the consumption cycle is used, particularly through the female body and sexuality. This phenomenon has been studied semiotically with Magnum’s hedonist advertisements. Magnum, the world’s most well-known ice cream brand, was chosen for its the most striking examples of hedonic consumption pleasure-based campaigns. Interestingly an ice cream brand evokes such a female sexuality and is associated with it globally. In this study Roland Barthes’ semiotic analysis method was used to examine Magnum advertisements. For this purpose, Magnum’s TV hedonist commercials: "Release the Beast" series were chosen as sample commercials and analyzed semiotically. Thus, the relationship between hedonism created over female sexuality by advertising and the consumption perception created by globalization has been clearly analyzed in details.}, number={24}, publisher={Asos Eğitim Bilişim Danışmanlık San. Tic. Ltd. Şti.}