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Semiotic Reading; Lofficiel Magazine Diesel Advertising Text Analysis

ABSTRACT The aim of this work to find out how a new consumption and reality perception is being created and how the culture and ideology of the society that we lie in are reflected to the advertisements and how it is constructed in the minds of the consumers who are us with the messages of the advertisement photographs those are published in the magazines which are in the consumption culture by postmodern semiotic analysis. When the advertisements whose fundamental aim is to increase our consumption actions by interfering goods, service, product and the nature of the objects are reaching their mission by means of photography, our achievement to reach the truth behind the visual and the interventions to the reality by means of photography in order to make the consumption action permanent and to make it rise, put forward the importance of the work in culturally, strategically, sociologically and visually dimensions. The importance of the advertisement photographs are inevitable in a period that lifestyles, identities and prestige upon the images and consumed meta. We come across with the advertisements as pieces of the visual culture which leads and affects our consumption choices in every moment of our lives by means of media messages and especially by the photographs. In this work, a photograph from the magazines which are especially consumed by the women who are the dominant actresses of the consumption is chosen as a sample. Diesel advertisement photograph which is the subject of this work is selected from a magazine which is a monthly periodical publication in Turkey that named as Lofficiel and analyzed by the method of goal directed paradigm and semiotic analysis method was used as method of investigation.

Keywords: Advertisement photograph, reality, semiotic


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