DOI: 10.5176/2301-3710_JMComm14.27

Authors: Nebahat Akgün Çomak and Nilüfer Pembecioğlu


Abstract:

The values are the most important part of the culture and contain images resisting to changes for centuries. Most of the individuals are consciously or unconsciously carry this part of culture as a heritage and hand it to the next generations. However, with the influence of the media especially in the 21st century individuals do not adopt the values as much as they did in the past. The modern individual is almost ready to give up any kind of value when s/he comes across with something more challenging or convincing for them. That’s why the histories and the books, the humanity is re-written all over the world.
The individuals are merely a composition of their own thoughts and believes as well as their heritage they got through centuries. These may include the preferences, the tastes and the addictions as well as the genetic functions. The way they use the body language for example or the traditional family lives are all somehow linked to this kind of preferences lists. The meals and the usual drinks are also linked with the past generations and future expectations.
The believes of the 21st century such as “You Are What You Eat” still carry not only a cultural value but also a medical value. The media on the other hand is trying hard to change the customs and traditions of the people all over the world providing them always new choices and innovative re-generated food. The media is changing the values of the past for future consumptions. This paper is an attempt to analyze how the media could be affective in Turkey to change the food and beverages consumption and how convincing the advertisements are in this respect.
The paper concentrates on national and international brands to start the day and mainly provides and analysis on how the soup changed to tea and tea to coffee for breakfast in Turkish society. With the recent advertising strategies, the discourse analysis of the advertisements are handled to provide a setting for the change precisely showing that the change is not something unknown or haphazard but planned and oriented in a particular way. The paper provides a detailed semantic analysis of the coffee advertisements in the printed press for the year 2013.

Keywords: Values, Traditional, Modern, Tea, Coffee

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