BİR ASIRI ANMAK: KURUMSAL REKLAM METİNLERİ TÜRKİYE CUMHURİYETİ'NİN 100. YILDÖNÜMÜNÜ NASIL YANSITIYOR?
COMMEMORATING A CENTURY: HOW CORPORATE ADVERTISING TEXTS REFLECT THE 100TH ANNIVERSARY OF THE REPUBLIC OF TÜRKİYE

Summary/Abstract: The aim of this study is to analyze the reflection of the 100th anniversary celebrations of the Republic of Türkiye in corporate advertisements. Within the scope of the research, four corporate advertising films, selected through purposive sampling, were subjected to descriptive analysis and their findings were systematically presented in tabular form. The study found that the advertising texts consistently employed shared symbols and codes associated with the Republic— such as Atatürk, the Turkish flag, and the Grand National Assembly of Türkiye (TBMM); that the advertisements were designed in line with emotional advertising strategies; and that they frequently drew upon narratives connecting the past and the present. While it was determined that the advertisements were prepared in accordance with the emotional advertising strategy, it was seen that the past-present dichotomy was utilized in the advertisements. While the element of nostalgia was used as one of the types of emotional appeal in the advertisements, black and white images of the first years of the Republic were the common element used in all of the analyzed advertisements. On the other hand, while it was determined that the analyzed advertisements fell into the category of “reminder corporate advertisements” in terms of type, it was also determined that the theme of “celebration” in the advertisement texts was given both with linguistic expressions and by presenting sections from history as a common feature. The advertising texts were found to invoke national sentiments, such as unity and the promotion and preservation of the Republic. This study contributes to the field by revealing how the values of the Republic are represented and given meaning in corporate advertising, providing a foundation for future research.

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