Crafting Consumer Culture: The Role of Cinema Advertisements
Cinema Studies: Cultural and Social Practices, Digitization, and Theory, NOVA Publications , ss.201-215, 2026
- Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
- Basım Tarihi: 2026
- Yayınevi: NOVA Publications
- Sayfa Sayıları: ss.201-215
- Anahtar Kelimeler: advermovie, advertising, cinema environment, consumption culture
- Sivas Cumhuriyet Üniversitesi Adresli: Evet
Özet
While there exist diverse perspectives on the processes and events leading to the rise of the consumer society with its present characteristics, the predominant viewpoint suggests that the Fordist manufacturing model, facilitating mass production, spurred mass consumption. The perception of prosperity fostered by this production paradigm was reinforced by a range of historical policy trends and institutional practices that supported and normalized consumer-oriented lifestyles, ultimately reshaping society around consumerism. Undoubtedly, the social dynamics resulting from shifts in our needs dictate consumption patterns in contemporary society. In a culture defined by consumption, the scope extends beyond satisfying fundamental physiological needs to encompass symbolic values such as identity, image, affiliation, social status, and prestige. While advertising's link to consumption is commonly discussed in television commercials, cinema's use as an advertising medium has a long history, predating television. Cinema advertisements construct cognitive maps that align with the medium's characteristics, influencing cultural dynamics by serving as ideological texts and conduits of culture. This implies that cinema, through advertisements, contributes to shaping the cultural fabric. In this context, whether through direct advertising, product placement, or sponsorship, products or services featured in the narrative are not merely tangible objects but rather infused with symbolic and ideological significance. Serving as symbols of a particular lifestyle, they foster a desire for that lifestyle. In contemporary society, this lifestyle epitomizes the consumerist ethos. Thanks to the diversity of contemporary media platforms, advertising is able to depict ideal and prestigious lifestyles, primarily through social media and television commercials, but also through highly creative cinema advertisements featuring various product placements. Cinema, being a visual art form driven by creativity, collaborates with the advertising industry, which itself must be highly imaginative, to produce innovative and impactful advertisements. Sometimes, "advermovies" are created, where a film aims to promote a lifestyle through a specific brand. Furthermore, product placement is strategically utilized in films to artistically showcase product consumption as part of a particular way of life. Moreover, the suitability of cinema halls for incorporating new technology further solidifies its position as an innovative advertising medium. Technologies such as three-dimensional visuals, immersive audio designs, and 360-degree screens enhance the cinematic viewing experience. The integration of advanced technology is equally crucial in both advertisement production and broadcasting, mirroring its importance in cinema film production. Therefore, cinema and theater leverage technology as an advertising medium, employing similar tools and techniques for similar purposes.