The dynamic interaction between advertising and popular culture : a case study on Ixir TV commercials
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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.
KeywordsAdvertising as a Cultural Institution