The Structural Transformation of Space in Turkish Television Commercials as a Narrative Component

The Structural Transformation of Space in Turkish Television Commercials as a Narrative Component

Burcu Altıparmak (Ondokuz Mayis University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch009
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Abstract

Turkish television commercials are texts which make it possible to read the Turkish society and the society's historical characteristics. This approach is our starting point. In this sense, it is possible to find clues related to social processes while analyzing the structural transformation of space in Turkish advertisements. The purpose of this study is to determine the transformation of space as a narrative element in Turkish television commercials in connection with social processes in the frame of historical divisions from 1972 up to today. The reason why the date 1972 is important is that the first television commercial in Turkey was broadcast in 1972. After this date, there has been a rapid improvement in the advertisement history of Turkey. In this study, we will analyze TV commercials and the features of the society in the specified time periods. Then we will try to reveal the connection between the Turkish society and Turkish TV commercials.
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Space As An Element Of Narrative Advertisements

Space is any place where daily life is experienced; it consists of places having boundaries such as world, city, street, house, room in which social relations are experienced. Social relations and processes take place in the background formed by spaces. In parallel with social change, both spatial change and change in the perception of space are seen.

Narrative is a cultural element and has existed throughout human history. According to Atabek (1992, p. 339) it exists in “all kinds of written and oral expression, in any moving or stationary view and in narrative genres such as legends, stories, novels, history, theater, pantomime, picture, film, cartoon, news and interviews resulting from the mixture of these expressions and views in a certain order.” In narrative structure, actors, time and place form the material of a narrative together and these elements are organized in a certain, precise way within the story so as to evoke the desired effect on the receiver (Demir, 1992, p. 22). Space is an important function in the narrative as it strengthens the expression, increases the perception of reality, forms rational basis for events and links heroes, events and time in the story.

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