A Model for Mind-Device Dialectic and the Future of Advertising in the Social Media Age

A Model for Mind-Device Dialectic and the Future of Advertising in the Social Media Age

Recep Yılmaz (Ondokuz Mayis University, Turkey) and Nurdan Oncel Taskiran (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-4666-8125-5.ch001

Abstract

Every advertisement text has a specific impact on the mind of receivers. Just like a water-mill or wind mill, human mind develops a specific systematic interaction against different advertisement texts. This section focuses on how information presented and carried by different texts are built on human mind. The basic aim is to reveal how advertisement texts operate human mind. In this sense, the authors try to understand the impact of analogue media on our minds through discussing the nature of science, the way human mind operates, and the structure of mass communication means. On top of that, the authors visualize this interaction on a model. This model would not only make it possible for us to understand our interaction with analogue media but also would give clues about digital media. With these clues, it would be possible to make predictions about changing advertising environment, and accordingly the way of making more effective strategies and future of advertising sector.
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Knowledge And The Dialectics Of The Human Mind

Πάντα ῥεῖ; (Panta rhei); [Everything flows] (Heraclitus)

Motion is at the core of dialectical thinking (Hilav, 2012). In the case of the human mind, the concept of knowledge is defined in different ways in philosophy, sociology and psychology. Philosophers agree in distinguishing between knowledge in the first of these senses, and belief (Vesey & Foulkes, 1990, pp. 163-165). Sociology of knowledge is explained as “the study of how styles of expression and the character of ideas or systems of thought are related to different social contexts” (Bullock, Stallybrass & Trombley, 1988, pp. 457-458). In psychology, the most prevalent definition of knowledge is “the verified belief; dogmas and doctrines about the physical and social system (of human, society and culture); thoughts, hierarchy of principles; common things; whether it is innate or the experience gained, for the mental plane. In this sense, knowledge is close to what is meant by memory because the memory is the place for storing information” (Budak, 2005, pp. 129-130). However, all these definitions fail to provide us a full description within the circular frame of our study. To deal with a subject like mental construction of knowledge also requires the structure of its mechanism which provides us mental embodiment, as well as its nature.

Key Terms in this Chapter

Advertisement: An action for marketing communication which is carried out by place and time from advertisement media by emphasizing on its being advertisement.

Advertising: As the expression of the ad business area.

Augmented Reality: The term which defines combined reality which is possible with applications in devices such as specially produced glasses, or smart phones, tablet and formed with intertwinement of reality and visual reality.

Analogue Media: Mass traditional massive devices which display activity on unidimension such as newspapers, radio, television.

Mind-Device Dialectic: The structure of interaction which explains media devices and how these devices operate human mind.

Semiotics: A field which was developed simultaneously within the same historical period by two philosophers who lived in two different parts of the world. Semiotics deals with the production and reproduction of meaning.

Social media: A form of interpersonal communication, how is without limitation of time and space, and based on the sharing and discussion, such as Facebook, Twitter, etc.

Digital Media: General name for communication means which has emerged with the development of communication technologies, includes characteristics of analogue media and combines them with digital methods.

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