Akademik Veri Yönetim Sistemi
Türkisch-Deutsche Studien Jahrbuch, Şeyda Ozil,Michael Hofmann,Jens Peter Laut,Yasemin Dayıoğlu-Yücel,Cornelia Zierau,Didem Uca, Editör, Universitaetsverlag Göttingen, Göttingen, ss.93-107, 2022
Cultural values and advertising: Identification images for German-Turks in advertisements of the mobile operator Ay Yıldız
Advertising generally aims to influence the behaviors of consumers and to induce them to buy the advertised product. In addition, it conveys social and cultural values, norms, and models. In this context, the advertisements of the mobile operator Ay Yıldız constitute a productive subject for investigation. Ay Yıldız, a subsidiary of the E-Plus mobile phone provider, has been on the German market since 2005 and is aimed at all Turkish and German networks, especially toward Germans of Turkish origin, thanks to its favorable tariffs. The aim of this article is to use the analysis of two Ay Yıldız advertisements to show how they reflect German-Turkish perceptions of identity in relation to specific cultural values. The article is structured as follows: The theoretical section gives a general overview of cultural values and advertising and explains the term ‘ethnomarketing’. In the applied section, two Ay Yıldız advertisements are analyzed in terms of cultural values and identification images. Finally, the analysis results are evaluated and interpreted. This study shows that in the analyzed advertisements, predominantly positive images about GermanTurks are presented, which could make a small contribution to the elimination of prejudices.