Parody of village in the advertisements

Abstract

This paper examines the advertisement of Ulker's Icim Yogurt as an example of how advertisements approach village as a subject. The main concepts of this advertisement are village and city, factory production and individual production that are constructed in relation with the term of "binary opposition". The advertisement breaks the relation of village to "being natural" and it ascribes the notion of being natural to Icim Yogurt which is a factory product. In this way, it parodied village and the discources that refer village as a source of natural life have been undermined. In conclusion, this advertisement can be taken as an example of media manipulation of our common ways of thinking by parodying village.