Scholarly Publications - Turkish Literature

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New chocolate to the early village
(2006) Rahimguliyev, B.
The use of proverbs and idioms has increased in the contemporary world. The aim of the advertiser is to introduce his product and the aim of the target group of advertisement is to choose the best product for his good. The advertisement companies use various words and shapes according to the cultural levels of the target groups in order to have the product been seen perfect. Since proverbs and idioms are easy to keep in mind, they are frequently used in the advertisements. In this study, how an idiom has been used as a part of an advertisement and what kind of transformations it receives is studied. The process of the arrival of the Eti Chocolate to the village, and the loss of the Agha's authority are visualized. First of all, the efficiency of the proverbs and idioms in the villages where oral culture is very common is emphasized, on the other hand we see the collapse of this tradition with the use of the same idiom. Though the idiom reminds the real meaning of it at first, through the advertisement the idiom looses its both meaning and function. Thus, we witness the corruption and transformation of the idioms and proverbs through their uses as a part of advertisement in the contemporary world.