Reklamlar Aracılığıyla Kültürel Emperyalizm: Hegemonik Temsillerin Göstergebilimsel Analizi

This study examines how advertising functions as a contemporary form of cultural imperialism. The global advertising strategies of Western-based brands serve not only as economic tools but also as instruments for producing and disseminating ideological discourses. In this research, advertisements from three Western multinational brands—Coca-Cola, Apple, and Ford—are analyzed using Roland Barthes’ semiotic method. The findings reveal that these advertisements present Western values as universal and natural realities, thereby rendering cultural differences invisible and positioning the Western lifestyle as the normative standard. The linguistic and visual elements employed in the ads contribute to the identification of consumerist ideology with Western culture and reinforce this structure as globally hegemonic. The study offers a significant site of inquiry for media literacy and the critique of cultural representation.