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BİZİM İÇİN REKLAM DEĞER ÜRETİRKEN HESAP VEREBİLMEKTİR...
LIFE STYLE AND ADVERTISING
Being in purgatory is to separate the fight.
As the conceptual depth increases, the dignity and competence of a branch of science is expected to increase. The advertising, which is a multi-disciplinary field that takes its ontology from everyday life, has not completed its historical development. When this is the case, it has to analyze and deepen many basic concepts. The first of these is the concept of lifestyle. The concept of culture has many definitions as well as lifestyle and all are true according to the context used. But solving the concept of lifestyle in terms of advertising and cultural sociology brings a series of challenges. Especially in everyday life is a concept that is used, the situation becomes even more complicated. All concepts, including holistic, generalized, built-in, are doomed to go into meaninglessness over time. Just like the concepts of zamanla discount lar and ”shock kaybet, which are frequently used in advertising, lose their magical effect over time. In this context, defining the lifestyle will lead to many problems. I can describe the lifestyle of a community, a person or a society without any limitation. But as the examples multiply, an idea can be created about what is the way of life, what is not, but the diversity of social life. Lifestyle is roughly related to how a person lives. The lifestyle is a function of the individual characteristics of human nature, which is shaped and organized by social mobility in a person's life curve. Thus, lifestyle, culture, values, demographic characteristics, subcultures, social class, reference groups, family, motives, emotions and personality are affected by individual characteristics. As a result, lifestyle is a series of practices and behaviors that gain meaning through specific contexts. The contemporary social order is a complex mechanism with delicately processed differences and sanctions as well as a modern citizenship understanding that envisages a high individual discipline. In this structured order, while rules and laws form a non-personal network of external relationships, they maintain their existence largely independent of the individual. The characteristic of this structure is that it is both the rulers and the person's world. There are those who feel that they are under the control of someone else's power, with those who influence the goals and practices of organizing in the social structure (or those that can see what is happening). Although there are various ways to measure social stratification in complex societies and to define separate sources of assets, those who enforce upper class or upper class with a general acceptance; we use the privileges they have seized to define people who are capable of sustaining time and space. It is necessary that advertising should deal with the form of language of the types and forms of status in social classes. The status language here is how people in modern societies talk about their way of living with their worlds of life.
The world's problem is always in doubt
Fools are assured of their arrogance.
Bertrand Russel
The intense interest of modernism in the development of the language of social structure is particularly related to social identity, differences and separations. The main starting point here is; The concepts of arrogance, pleasure and dandy (dandy). The selfishness and taste are closely related developments of modernism in response to the failure of iyle natural min differences. Self-esteem is perhaps the first rule of creating a lifestyle. The person who criticizes someone else's taste is actually criticizing himself. Self-esteem is one of the ontological movement points of advertising and brand. The starting point begins with the establishment of the consumption culture. In addition, the symbolic image of modernism must not forget the snobbery. As an example of the development of love in the historical process, we are confronted with the lifestyles of a process that fights nature and people, and those who do not eat animal flesh and react to those who eat. The dominant form of life is the defensive reflex of modernism in the face of the failure of differences of arrogance and pleasure. If it weren't; tasting ceremonies would not be a religion celebrated in shopping centers and ultra-holiday villages. The magician of this religion is no doubt an advertiser. The fact that one aspect of advertising is uncontrollable raises it to inaccessible and worship. In all areas of consumerism, self-righteousness has historically been the shadow of man from the moment the culture of consumption begins to settle. In this context, advertising has to learn, at least learn, the historical development of lifestyles. Today, under the things that give an endless sense of order to our life styles / forms; freedom of choice, leisure time, interest groups and secularization of daily life.
Lifestyle is a group of status specific to modernity. Therefore, the way of life is generally based on consumption-related social arrangements. Bocock's consumption is a socially created, historical process of change; consumption is the focal point of both social and cultural values. At the beginning of modernism; The development of international markets is based on several simultaneous developments, such as the growth of luxury goods and works of art, and the growth of new urban social classes that replace feudal societies. The driving force of the consumer culture is mass marketing and advertising. The lifestyle, which is the starting point of the target audience analyzes needed by advertising in brand positioning, is the foundation of the material culture. Nowadays, when a Yorsan cheese is more than a cheese, we need to pay attention to the ways in which lifestyle forms. So cheese; moving away from the ideal use value and the imagined meaning, it becomes a material and symbolic object of the experienced experience. The social form of lifestyles takes us to specific knowledge rather than a single type. Because what we call life style; it is shared as part of the special circumstances that allow you to be the person you are.
Lifestyle has a task of social mapping in terms of marketing and advertising. In this sense, it is possible to see the lifestyle as the customized products of social life. This is a process that focuses on the adoption of more individual, participation models that are more relevant to private life and more relevant to private life, more general in community participation, moving away from collective behavior. The epistemological rhetoric of Western culture can be said to be based on visual metaphors since classical Greece. For example, the Greek word for eler theory ini is eler theoria ‘, meaning geniş seeing daha,’ seeing ‘, or an enlightening‘, which in its broader sense unites the words of light and understanding. As urban life becomes a determinant in modern times, it is clear that visualization will become the most important source of communication and gaining meaning. I even think that future lifestyles will not be an exaggeration to argue that there will be only one way for the target audience. As a result, our way of life will be expressed through ever-changing superficial images to the extent that it becomes general frameworks that govern and regulate our social identity.
As a result, lifestyle is an open source of interpretation - it is still an important and important source of information in public society policies. Being local is turning it into a challenging step for many international brands.
Kemal ÇİFÇİ
Sociologist / Advertising and Brand Consultant
August 2010-Öveçler
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