A COLLABORATION CASE BETWEEN TRANSNATIONAL COMPANIES FROM THE POINT OF GLOBALIZED CONSUMPTION CULTURE: THE ANALYSIS OF BURGER KING/COCA-COLA COMMERCIALS

Abstract

Author(s): Mustafa CAL

Globalization has distinct effects for humanity in economic, social and cultural spheres thanks to technological advances. As this concept, including the elements that bring the world closer, reveals that the boundaries have become ambiguous, individual affairs have been transformed and capital is composed of complex components. Two commercial films titled “Hear out the News! Coca-Cola is now in Burger King” – “Night/Birth” were analyzed, considering the transformation addressed in this study, based on the semiotic analysis method. The data is elaborated in a descriptive technique. The study aims to highlight how the traditional individual experiences are excluded, taking into account the globalization factor, through discussing the linguistic codes featured in commercials with the analysis of visual and narrative elements. Revealing the impact of Burger King and Coca Cola on local qualities through their universal characteristics considered as a significant contribution. The consumer culture, the transformation of daily experiences, dominant positioning of eating and drinking habits, marginalization of social values and design of a culture that ignores traditional values appear as essential observed/displayed elements of these commercials. The connotation elements highlighted in the first commercial film are the practice of eating and drinking habits with the desire to consume regardless of the time during the day. The glorification of the menu during the birth event and the reaction given are considered as equivalent to the reaction of a husband to the birth of a healthy baby and the well-being of the mother in the second commercial.

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