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In this study, the role of advertiser element in the context of globalization and media-economic policy is examined. This study focuses on how culture is transferred in the advertising of global and local brands. The main purpose of this study is to focus on the commercial dimension of advertising (the longest advertiser brands and advertisements on Turkish televisions in 2018) in the context of media economic policy by focusing on the size of advertisers; and how to vary the distinction between global and local brands in terms of time purchased in the media. Another important aim of the study is to determine how culture is reflected in the advertisements of global and local brands. In this context, monthly analysis of the reports published by the Media Monitoring Center in 2018 was carried out by content analysis method and it was determined which brands had been on the media for the longest time. In addition, the advertisements (Vodafone: Altin Kulup Ben Yaptim, Algida: Maras Usulu Cifte Dovulmus Dondurma, Turk Telekom: Birlikte Cok Guzeliz ve Turkcell: Iste Destek Iste Turkcell) of the top four brands (2 global – Vodafone and Algida, 2 local – Turkcell and Turk Telekom) were examined using the semiotic analysis method of Hofstede's four elements (symbols, heroes, rituals, values) showing cultural differences. In the light of the results obtained, the top four brands in the media for the longest time in 2018; Turk Telekom, Algida, Turkcell and Vodafone. When the ads of these brands are analyzed, the most emphasized cultural indicators; togetherness, sharing, nationalism, sincerity, collectivity and family.

ibad sosyal bilimler dergisi :

Globalization and the Role of the Media-Political Economy in the Context Factors Advertiser: Transferring Posted in Culture A Study on the ad in Turkey