Talk's about the saving discourse of 'türkiye iş bankasi' at consumer society: A rebellion against mainstream or a nostalgic branding?

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dc.contributor.authorDemir F.O.
dc.contributor.authorÇiçek M.
dc.date.accessioned2024-07-12T21:52:02Z
dc.date.available2024-07-12T21:52:02Z
dc.date.issued2015en_US
dc.departmentMaltepe Üniversitesien_US
dc.description.abstractTürkiye İş Bankasi was founded in 1924, after the military victory that is the Turkish War of Independence, with the contributions of Mustafa Kemal Ataturk in order to boost the economic growth of the young Republic of Turkey. Türkiye İş Bankasi became a precursor of the country’s economic growth by presenting the concept of 'saving' which means a lot to the individual of the modern period. As one of the economic agents of the young Turkey, Türkiye İş Bankasi took it as its mission to raise awareness for the importance of savings. In the post-modern period, people are motivated to focus on consumption instead of saving, put themselves in the center of life, live in the moment and look for happiness. The banking sector in the post-modern period, unlike the modern period, boosts consumption by using strategies which cause consumers to use the money that has not yet been made, such as bank loans and credit cards. However, in both modern and post-modern periods, Türkiye İş Bankasi has continued to give the same message, which raises awareness for the importance of saving, to the consumers. The study aims to analyze advertisements that are focused on saving which seems as a rebellion against the pillars of the consumption society, and discuss the reasons for such strategy. © 2015 Mediterranean Journal of Social Sciences. All rights received.en_US
dc.identifier.doi10.5901/mjss.2015.v6n1p443
dc.identifier.endpage452en_US
dc.identifier.issn2039-9340
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-84923094169en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage443en_US
dc.identifier.urihttps://dx.doi.org/10.5901/mjss.2015.v6n1p443
dc.identifier.urihttps://hdl.handle.net/20.500.12415/8342
dc.identifier.volume6en_US
dc.indekslendigikaynakScopus
dc.language.isoenen_US
dc.publisherMediterranean Center of Social and Educational Researchen_US
dc.relation.ispartofMediterranean Journal of Social Sciencesen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.snmzKY02907
dc.subjectAdvertisement messagesen_US
dc.subjectConsumeren_US
dc.subjectSavingen_US
dc.subjectSocietyen_US
dc.subjectTürkiye İş bankasien_US
dc.titleTalk's about the saving discourse of 'türkiye iş bankasi' at consumer society: A rebellion against mainstream or a nostalgic branding?en_US
dc.typeArticle
dspace.entity.typePublication

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