The Psychoanalytıcal Analysıs Of Perfum Advertısements: The Freudıen Perspectıve And Hermeneutıc Approach

Abstract

Nowadays, the understanding of consumption sees having pleasure as the aim of life. Today as desires are gaining much importance, desired consumption has been spread to all our lives. The existance of the desired consumption is a must for the continuation of the capitalism system. In the context of desired consumption, the consumer concentrates on his/her creation of dream and fantasy powers rather than the functional features of the product or service. In this consumption, people tend to seek a psychological or symbolic satisfaction rather than a material satisfaction. The culture of consumption is a culture of postmodern period. Advertisements play an important role in the formation of this consumptional culture. Advertisements that only physical properties of the product have begun to sound over time with their lifestyles, likes, social values and unconscious desires. With this period, there has been a transition from need culture to desire culture. The advertisements are calling out the people's unconscious desires by using symbols and indicators, and constructs them as the suitable objects of consumption ideology. Sigmund Freud's psychoanalytic theory and Roland Barthes's semiotic method is used in this study in which perfume advertisements posters have been choosen as samples. Here aim is to determine that the advertisements which are creating the desire consumption culture, uses the symbols which are including sexuality, life and death impulses, love etc., psychological consepts and mythological factors. Under the enlightenment of this information, mithic and symbolic factors of advertisements are clarified by hermeneutic approach. Here, it is revealed that the advertising poster which is analyzed as a dream text suggests which unconscious desires are spoken and how they are to fed. The research also explains how the advertising tries to make the individual, the subject of supply, and transforms it into consumer self-reason, in search of a constant desire, in short, the concept of desire is explained in the context of consumer culture and advertising.