PROJECTION OF SELF-REPRESENTATION IN ADVERTISEMENTS IN THE CONTEXT OF GOFFMAN'S THEORY OF SELF-PRESENTATION: AN ADVERTISING ANALYSIS

Abstract

This study focuses on how many elements, the self and self-presentation phenomena of advertisements, which play a role in the production of value, work in the production processes and how these phenomena produce themselves. With this aim in mind, both communication studies in the Turkish market and the advertisement film of a product, which is one of the global car brands that are sold, on the Youtube has been determined as the sample of the study. In this context, the selected advertisement sample will first be analyzed with the semiotic analysis method of Roland Barthes. Afterwards, the data obtained, on the axis of the projection of the phenomenon of self and self- presentation in advertisements, in other words, the way it is coded in messages, the way it is expressed in discourses, the way it is shown in signifiers, performance, teams, regions and regional behaviors, which are components of Goffman's theory of self-presentation, out-of-character communication will be analyzed in the context of impression control themes.