YAZILI KÜLTÜR ORTAMINDA TİCARET FOLKLORU: FOLKLOR VE HALK EDEBİYATI DERGİLERİNDE REKLAM VE TANITIM
COMMERCIAL FOLKLORE IN THE CONTEXT OF WRITTEN CULTURE: ADVERTISING AND PROMOTION IN FOLKLORE AND FOLK LITERATURE JOURNALS

Summary/Abstract: With the invention of the printing press, the publication of books, newspapers, and magazines gained momentum, and this development turned the written cultural context into an important channel for the transfer of information. With the proclamation of the Republic, folklore and folk literature magazines took steps toward institutionalization and started to place systematic emphasis on compilation studies. In this context, the magazines Türk Folklor Araştırmaları (TFA) and Kars Eli (KE) were among the pioneering publications that have compiled and published folkloric elements. The magazines continued their publication activities with their own means at certain times. The consumer industry, shaped by the Industrial Revolution and globalization, and the influence of popular culture, has created a need for state and private capital to market the products of company-owned brands. In this regard, magazines have included advertising content belonging to brands on the inside or back covers of their pages for a certain fee. The subject of this study is Commercial Folklore in the Context of Written Culture: Advertising and Promotion in Folklore and Folk Literature Magazines. Due to the large number of folklore and folk literature magazines published during this period, the scope of this study has been narrowed down and limited to TFA and KE magazines. The aim of this study is to analyze the advertising and promotional activities in these two magazines in the context of the written culture from the perspective of commercial folklore and to reveal their function. The advertising and promotional content in 365 issues of TFA and 120 issues of KE was catalogued and analyzed using qualitative content analysis. According to the findings, it was observed that companies advertising in these magazines consciously used folkloric elements to market their products and persuade consumers.

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