Nostalgia. It's Delicate… but potent" - The Transformation of Advertising in the 1960s: The Case of Mad Men

Yıl 2025, Cilt: 28 Sayı: 56, 356 - 395, 30.09.2025

Mehmet Yakın

https://doi.org/10.18691/kulturveiletisim.1598706

Öz

The 1960s represent a period in advertising known as the “creative revolution,” characterized by a transition from lengthy written texts to a balanced use of concise copy and visuals. This study critically examines this transformation through the television series Mad Men and analyzes the interplay among communication, culture, and consumer behavior.
Drawing on case study and content analysis methods, the research demonstrates that advertising in the 1960s was largely built upon intuition, creativity, and the establishment of emotional connections with consumers. The absence of advanced data and technological tools directed advertisers toward reliance on intuitive and creative strategies.
The findings reveal a shift from product-oriented marketing to a strategic structure addressing consumers’ identity, status, and value pursuits. This transformation developed in parallel with social and cultural change, fostering brand loyalty and turning products into symbols of social identity.
In conclusion, the study highlights how pre-digital strategies laid the groundwork for contemporary advertising and emphasizes that advertising functions not only as an economic activity but also as a practice shaping social values.

Anahtar Kelimeler

advertising , advertising history , MadMen TV Series , creative revolution

"Nostalji. Hassas… ama güçlü.” - 1960'larda Reklamcılığın Dönüşümü: Mad Men Dizisi Örneği

Öz

1960’lı yıllar, reklamcılıkta “yaratıcı devrim” olarak adlandırılan ve uzun yazılı metinlerden kısa metin ile görsellerin dengeli kullanımına geçilen bir dönemi ifade etmektedir. Bu çalışma, Mad Men dizisi üzerinden söz konusu dönüşümü eleştirel bir perspektifle ele almakta; iletişim, kültür ve tüketici davranışları arasındaki etkileşimi incelemektedir.
Vaka ve içerik analizi yöntemleriyle yürütülen araştırma, 1960’lardaki reklamcılığın sezgilere dayalı yaratıcılık ve tüketiciyle duygusal bağ kurma üzerine inşa edildiğini ortaya koymaktadır. Veri ve teknolojik araçların sınırlı olması, reklamcıları sezgiye ve yaratıcı süreçlere yöneltmiştir.
Bulgular, reklamcılığın ürün odaklı pazarlamadan kimlik, statü ve değer arayışlarına hitap eden stratejik bir yapıya dönüştüğünü göstermektedir. Bu dönüşüm, toplumsal ve kültürel değişimlerle paralel gelişmiş; marka sadakati oluşturma ve ürünleri sosyal kimlik sembollerine dönüştürme hedefini beraberinde getirmiştir.
Sonuç olarak çalışma, dijitalleşme öncesi stratejilerin günümüz reklamcılığına nasıl temel oluşturduğunu ortaya koymakta ve reklamcılığın yalnızca ekonomik bir faaliyet değil, aynı zamanda toplumsal değerleri şekillendiren bir pratik olduğunu vurgulamaktadır.

Anahtar Kelimeler

reklamcılık , reklamcılık tarihi , yaratıcı devrim , Mad Men dizisi

Kaynakça

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