Forget what you know, only shave in order to be called: "Man"

Abstract

In this work, a sample usage of proverbs in advertisements has been analyzed. This usage was in a TV commercial of Permatik and it had the slogan "Aǧir ol, abi desinler" which had been made by changing a proverb. After analyzing the structure in the advertisement, it was clear that there was a mistake about generating the message of the film. Because the commercial makers hadn't consider all references of the proverb, the final message of the advertisement film was seem to be say "information is not much more important than being a 'man'". On the other hand, the character Ali Desidero who had been used in another sharp advertisement was the other factor causing the final message to be like that. İn conclusion, it was seen that the proverbs are not empty patterns; they have a lot of references.