Shadow theater moving from stage to screen: Series of commercials for Pepsi and whom?

Date
2006
Authors
Yeşil, N.
Advisor
Instructor
Source Title
Milli Folklor
Print ISSN
13003984
Electronic ISSN
Publisher
Volume
9
Issue
71
Pages
83 - 86
Language
Turkish
Type
Article
Journal Title
Journal ISSN
Volume Title
Abstract

Does the transformation of context and function in Turkish shadow theater amount to a loss? If such a work of folklore accents divergence from the usual characters and setting, does it no longer belong to "us"? Delving into a series of five Pepsi commercials broadcasted on TV for a Ramadan promotion in 2005, this article shall seek an answer to such questions. Voicing Pepsi's slogan "under every cap", this series shall be considered as a product of secondary orality based on an assessment of how similar techniques, structure and characters seen in the shadow theater known as "Karagöz" are put to use. With a critical standpoint towards the identity of the folk group addressed by this series, the article shall thus shed light upon how the shadow theater is reproduced by means of the city and technology.

Course
Other identifiers
Book Title
Keywords
City, Commercial, Folk, Secondary orality, Shadow theater
Citation
Published Version (Please cite this version)