Empirical illustration of social change in Turkey through magazine advertisements (1965-2014)

Abstract

Using longitudinal content analysis the study explores social changes in consumer culture in Turkey by analysing 571 magazine advertisements over a 49 year period, 1965-2014. This period coincides with changes in economic conditions, in which political and social changes were enacted under a broad trend of economic and consumer globalisation. Analysis evidences the impact of global culture; Turkey is revealed as more individualistic than 49 years ago. Turkish advertisements are increasingly adopting hedonistic values, and also sexuality appeals, once prevalent, are in severe decline by 2014.