In the scope of the thesis, the “advertising” concept--rather than its economic
dimension-- is taken as a matter of culture under the form of popular culture, serving
as a repository for social and cultural data. How the dynamic interaction and the
mutually exclusive culture generation among advertising and popular culture takes
place is examined upon the latest commercials for validity and up to datedness.
Furthermore, İxir TV commercials, because of their periodical importance, rich
content and popularity are chosen as the sample case for further investigations.