TRANSITIONING FROM TRADITIONAL TO DIGITAL: THE REPRODUCTION OF CONSPICUOUS CONSUMPTION-FOCUSED ADVERTISEMENTS ON SOCIAL MEDIA

Authors : Hatice Çakır

Pages : 447-463

Doi:10.7456/tojdac.1798371

View : 56 | Download : 307

Publication Date : 2026-01-01

Article Type : Research Paper

Abstract :Advertisements have continuously operated as a connection between producers and consumers. Advertising has been one of the most important means of communication, bringing together producers and consumers to promote and deliver products and services to consumers. In harmony with technological developments, new advertising methods have emerged that are compatible with the process; today, especially internet and social media platforms have become areas where advertisements are heavily featured. On visually focused platforms, posts from celebrity luxury brands are not just product promotions; they are also seen as the marketing of a lifestyle and an effort to build status. The main objective of this study is to understand how and by which indicators individuals are directed toward consumption by two world-renowned female and two male celebrities with the most followers on Instagram, selected from Turkey, through their social media content. This study aims to understand how and by which indicators individuals are directed toward consumption by selecting two female and two male celebrities from around the world and Turkey who have the most followers on Instagram, using their social media content. In the study, advertising, social media, and conspicuous consumption theories were first examined, and the connection between these theories was attempted to be explained. The findings will discuss how the selected celebrities direct their followers through the language, symbols, and visuals they use in their advertising content.
Keywords : Sosyal Medya, Gösterişçi Tüketim, Reklam, Göstergebilim

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