Examination of the proverbs in terms of "Give the Due of the Car"

Abstract

Media has a converting effect on all areas of social life and for media organizations, which have a commercial character, a staple earner is advertisements. Among media organizations television, which is a cheap repository of information and entertainment, reaches the masses so advertisements, which determine social tastes and consumption, are increasing in importance. In this article, the formal characteristics of the language used in the "Opet Full Force" advertisement will be considered as will the relationship between the advertisement's slogans and proverbs, which are a product of oral culture. With modernization, proverbs have undertaken the role of cultural transfer in the structure of traditional society and have undertaken the function of expressing rapidly changing cultural values by maintaining their structural characteristics. In this article, the effect on the plausibility of the advertisement through, Cem Yilmaz's, one of Turkey's famous comedians and one known for his fondness for cars, portrayal will be analyzed. In addition, the slogans which were used this advertisement will be analyzed through a critical platform.