Nationalism in Advertising: A Semiotic Analysis of Centennial Campaigns in the Republic of Türkiye

Authors : Mehmet Tokatlı

Pages : 57-72

Doi:10.26468/trakyasobed.1596704

View : 52 | Download : 59

Publication Date : 2025-06-30

Article Type : Research Paper

Abstract :Patriotic appeal in advertising is a widely utilized strategy by brands, particularly during national holidays, to influence consumer behavior. In the process of creating these ads, ad agencies often employ various social or cultural themes. However, the specific themes that are predominantly emphasized in these ads warrant further investigation. This study addresses this issue by analyzing ads prepared for the 100th anniversary of the Republic of Türkiye, which was celebrated on October 29, 2023. Out of a total of 53 ads themed around the centennial, seven were selected based on criteria such as view counts, duration, and content richness. These ads were analyzed with the guideness of a table adapted from Rutherford’s Advertising Tracking Model. The analysis reveals that one of the primary themes in the ads celebrating the 100th anniversary of the Republic is the emphasis on the Republic’s achievements. Among these achievements, gender equality was identified as a central focus. Notably, most of the selected ads featured female actors in prominent roles. In contrast, it was observed that brands predominantly used male voices for narration. Additionally, the theme of following Atatürk’s footsteps emerged as another significant element. The study also found that brands extensively employed images of Mustafa Kemal Atatürk and the Turkish Flag to amplify the impact of the ads.
Keywords : cumhuriyet, reklam, milliyetçilik, göstergebilim, temsil

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