T\u00fcketici\/izleyici \u00f6znenin imgeye y\u00f6nelik arzusunun k\u00fclt\u00fcrel temsillerdeki anlam \u00fcretimini y\u00f6neten kodlar\u0131n d\u00fczenlendi\u011fi bir \u00e7a\u011f\u0131n i\u00e7inde ya\u015f\u0131yoruz. T\u00fcketim, insanlar i\u00e7in sadece ihtiya\u00e7lar\u0131n giderilmesi de\u011fil, kimlik olu\u015fumunu simgesel bir bi\u00e7imde olu\u015fturarak, nesneler gibi d\u00fc\u015f\u00fcncelerin de t\u00fcketildi\u011fi eksiklik temelli “arzu” \u00fczerine kurulu bir s\u00fcre\u00e7 haline gelmi\u015ftir. Bu \u00e7al\u0131\u015fma, reklamlar\u0131n ki\u015filerin d\u00fc\u015flerine dayand\u0131r\u0131larak arzular\u0131na hitap etti\u011fi d\u00fc\u015f\u00fcncesinden yola \u00e7\u0131k\u0131ld\u0131\u011f\u0131nda reklam metinlerinin bir t\u00fcr “d\u00fc\u015f metni” olarak yorumlanabilece\u011fi fikrinden do\u011fmu\u015ftur. Reklamlar eksiklik duygusu ve arzu \u00fczerine kurduklar\u0131 g\u00f6rsel imgelerle t\u00fcketimi s\u00fcrekli olarak \u00f6nermekte, yaratt\u0131\u011f\u0131 d\u00fc\u015flerle reklam okurunun d\u00fc\u015flerinin \u00e7ak\u0131\u015fmas\u0131n\u0131 sa\u011flamaktad\u0131r. Bu \u00e7al\u0131\u015fmada, psikanalitik yakla\u015f\u0131m\u0131n kurucusu Sigmund Freud’un, d\u00fc\u015flerimize bak\u0131\u015f\u0131m\u0131z\u0131 geri d\u00f6n\u00fc\u015f\u00fc olmayan bi\u00e7imde de\u011fi\u015ftiren D\u00fc\u015flerin Yorumu metni \u0131\u015f\u0131\u011f\u0131nda kad\u0131n moda dergilerinde yer alan reklamlar irdelenmektedir. Reklama D\u00fc\u015f Olarak Bakmak Psikanalitik Bir Okuma’da D\u00fc\u015flerin Yorumu arac\u0131l\u0131\u011f\u0131yla, reklam\u0131 yap\u0131lan \u00fcr\u00fcnlerin hi\u00e7bir ger\u00e7ek nesneyle doyurulmayacak olan arzu nesnesinin yerine ge\u00e7irilen gereksinim nesnelerine nas\u0131l d\u00f6n\u00fc\u015ft\u00fcr\u00fcld\u00fc\u011f\u00fcn\u00fc kavramam\u0131z\u0131 sa\u011flayan bir kral yolunu ke\u015ffetmemiz sa\u011flanmaktad\u0131r. <\/p>\n","protected":false},"excerpt":{"rendered":"
T\u00fcketici\/izleyici \u00f6znenin imgeye y\u00f6nelik arzusunun k\u00fclt\u00fcrel temsillerdeki anlam \u00fcretimini y\u00f6neten kodlar\u0131n d\u00fczenlendi\u011fi bir \u00e7a\u011f\u0131n i\u00e7inde ya\u015f\u0131yoruz. T\u00fcketim, insanlar i\u00e7in sadece ihtiya\u00e7lar\u0131n giderilmesi de\u011fil, kimlik olu\u015fumunu simgesel [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[13043,17492],"product_tag":[],"class_list":{"0":"post-704068","1":"product","2":"type-product","3":"status-publish","5":"product_cat-ekonomi","6":"product_cat-pazarlama-satis-reklam","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-utopya-yayinevi","10":"pa_yazar-serpil-aygun-cengiz","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/704068","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=704068"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=704068"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=704068"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=704068"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}