A QUALITATIVE RESEARCH ON THE EFFECT OF AESTHETIC SENSE TRANSFERED BY ADVERTISEMENTS ON THE FORMATION OF COMMODITY FETISHISM

Abstract

While, within the societies under the impact of commodity fetishism, rather than the actual ones, artificial needs are incorporated into the consumption loop, the struggle of the product to dominate over the real producer as of the first moment of being relased on the market, turns the creative activity into a commodity. By purifying itself from the social processes that completing it and becoming the indication of relation between things, the activity turns into an extraordinarily powerful fetish object in the consumptipn loop. Meanwhile, the consumer, aiming to consume experience and distinctness by consuming redundant/surplus commodities, supports the continuity of commodity fetishism. It is as well thought that one of the principal factors that fetishises the commodity by using the aesthetic is advertisements. The aim of this study is to determine the role of aesthetic sense presented via advertisements on ommodity fetishism. During the study, by using the in-dept interview technique face to face interviews were conducted with 5 experts on marketing and advertising. The findings acquired have been evaluated and it has been deduced that advertisements contribute to formation of commodity fetishism by giving the aesthetic capacity of commodities prominence. Moreover, with the study it is targeted both to set a light to the companies in advertising sector and to prepare a substructure for further studies due to the scarcity of studies analyzing the relation among commodity aesthetics, commodity fetishism and advertisement.