Yıl:2016   Cilt: 6   Sayı: 1   Alan: Mimarlık

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Zeynep MURAT ÇOLPA

Institutional Advertising in the Context of Social Representation Theory: The Case of Coca Cola

Social representation emerges to provide needs of individuals understanding world. Production of social representations only can be provided by individuals and groups interact each other that is generally used in the field of communication. In this respect, this study attempts to analyze the instituional advertising in the context of social representation theory. In this study institutional advertising of Coca Cola which is a well-known beverage company is inspected and evaluated. Three sample of Coca Cola’ ads are examined. In this examination some symbolic elements are found, are showed an alteration according to the country where the ad is broadcasted and consists of symbols that can be understood by individuals living in this country. Coca Cola shows how it has a place in the daily life of individuals with just a showing images without words in Coca Cola’ ad. As a result, this study demonstrates that institutions use basic mechanisms of social representation theory in a great scale in advertisements to introduce themselves to their target market.

Anahtar Kelimeler: social representation theory, institutional advertising, institution image, advertisement


Institutional Advertising in the Context of Social Representation Theory: The Case of Coca Cola

Social representation emerges to provide needs of individuals understanding world. Production of social representations only can be provided by individuals and groups interact each other that is generally used in the field of communication. In this respect, this study attempts to analyze the instituional advertising in the context of social representation theory. In this study institutional advertising of Coca Cola which is a well-known beverage company is inspected and evaluated. Three sample of Coca Cola’ ads are examined. In this examination some symbolic elements are found, are showed an alteration according to the country where the ad is broadcasted and consists of symbols that can be understood by individuals living in this country. Coca Cola shows how it has a place in the daily life of individuals with just a showing images without words in Coca Cola’ ad. As a result, this study demonstrates that institutions use basic mechanisms of social representation theory in a great scale in advertisements to introduce themselves to their target market.

Keywords: social representation theory, institutional advertising, institution image, advertisement


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