Criticism to Advertisement of Sinpaş Marina Project in Ankara, Turkey

     Advertisements generally based on a “message”. Like Baudrillard said it tries to convince consumers that the product will make them special. It emphasizes that product will give them a different life, or status; or the product is personalized and unique for the customer.  Also, it represents kind of an imaginary world and shows the product's potentials. In Sinpaş Marina Project advertisements, there is a well-known singer in Turkey who is Hülya Avşar. She tells the opportunities of the projects like activities and views; however, the advertisement also gives the message that a well-known singer can be your neighbor. In another scene, she plays with her daughter and there is a conversation that ends with that “if there is no sea, there is Marina.” She counts as the sea and The Marina project the same. It gives the message that “you are different than other people who live in Ankara, but you have a sea.” It does not represent the reality because the pool has almost 70cm and it is just like a canal between blocks. Also renders that they show in the advertisement from the dream. They show exciting places like consumers want to see. It offers people a different life which is special for them by using imaginary renders.




Related reading; Jean Baudrillard, “Advertising”, The System of Objects, London, New York: Verso, 1996, pp 164-181.

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