Experts state that the products presented in advertisements are auxiliary objects to complete the feeling of inadequacy felt by the person watching the advertisement, emphasizing that individuals symbolically complete their own inadequacy by purchasing that product. Assoc. Prof. Dr. Cihan Becan noted that paying for and owning a product, far beyond using it, is a magical thinking ritual performed to realize the dream promised by the advertisement, saying, “Some buyers don't even use the product, because for these individuals, psychically, simply paying for it means the same as having done it.”
Üsküdar University Faculty of Communication, Department of Advertising Lecturer Assoc. Prof. Dr. Cihan Becan evaluated how the subtext of advertisements actually creates perception.
Assoc. Prof. Dr. Cihan Becan stated that advertisements are fundamentally an element of the neoliberal market order, and continued:
“The basic philosophy of advertising lies in creating a consumer base and constantly directing them towards consumption. However, it is also possible to say that advertising, perhaps as a result of addressing individual consumers, has also become an ideology producer. Advertising should keep consumption activities in a constantly dynamic structure for the masses, and simultaneously produce meanings in individuals' daily lives. In this respect, advertising's efforts to present persuasive messages regarding product qualities and messages reflecting the dominant ideology are intertwined. In other words, while the message of a deodorant advertisement contains guiding elements to save the consumer from body odor, at the same time, the fear of exclusion is triggered by the inability to ensure self-confidence and comfort without deodorant.”
Consumption society perpetuates dissatisfaction
Assoc. Prof. Dr. Cihan Becan noted that the answers people give to the question 'Are you happy?' can be seen as the ultimate test of the success or failure of the consumer society, adding, “However, consumption as a source of happiness within its own limits fails to increase overall satisfaction. Consumption's happiness-increasing capacity is outright limited. Consumer society is successful as long as it organizes the perpetuation of dissatisfaction. One way to create this effect is to introduce products into the consumers' universe of desire with large advertising campaigns, and then shortly after, to denigrate these consumer products and diminish their value.”
Moving from this point, Assoc. Prof. Dr. Cihan Becan also explained that while the main message is intended to be conveyed in the advertisement text, strategies are constructed beyond announcing products that will meet people's needs, by using their fears, hopes, desperations, traumas, dreams, and impulses. He continued:
Indicators in advertisements cling to specific emotions
“It is also a fact that today, advertisements tend more towards emotions than rationality. At this point, even though emotions are used to persuade the consumer, they offer us clues to another piece of information. Advertisement, as a media product, enables the activation and thus the spread of certain emotions, while also emitting affective vibrations.
For example, the indicator of the discourse of prestige is a luxury automobile, and the affect is privilege. In other words, indicators in advertisements also cling to specific emotions, creating specific affects. Advertisements also do not reveal that it is not products and services that bring us happiness, but rather emotional events that truly affect us. Even the most elegant and well-equipped vehicles cannot provide us with the satisfaction of a beautiful relationship.”
Ideal life image is depicted with advertisements
Assoc. Prof. Dr. Cihan Becan noted that advertisements depict an 'ideal' physical or life image, and stated:
“When messages are determined in advertisements, the most fundamental, core needs of the psyche (the totality of personality) such as prestige, being loved, accepted, and valued are identified with the product or object marketed within the fairy-tale narrative constructed by the advertisement. In this cycle, what is purchased in the consumer's psyche is no longer the perfume itself but the admiration of all women; it is not the lipstick but the sexual desire of all men; it is not the apple but long life; it is not the smartphone but high-quality stories. The products presented in advertisements are auxiliary objects to complete the feeling of inadequacy felt by the person watching the advertisement, and they are magical for the buyer. The person has symbolically completed their inadequacy by purchasing that product.”
The language of advertising always addresses the future consumer
Assoc. Prof. Dr. Cihan Becan also explained that advertising itself should not be confused with the pleasure or benefit that the advertised object will bring, saying, “The effect created by advertising stems from its reliance on reality. Clothes, shampoos, automobiles, creams, sunny holiday destinations are indeed enjoyable things. So, where does advertising try to hit? It starts by increasing that unquenchable hunger for pleasure within us. Advertising can never be about re-experiencing a known pleasure for the consumer. In the language of advertising, there is always an address to the future consumer.”
Assoc. Prof. Dr. Cihan Becan stated that in advertisements, paying for and purchasing the product is sometimes identified as a charm that will activate the consumer's dream, and said:
“Paying for and owning a product, far beyond using it, is a magical thinking ritual performed to realize the dream promised by the advertisement. Some buyers don't even use the product, because for these individuals, psychically, simply paying for it means the same as having done it.”