Criticism to Advertisement of Nef Reserve Kandilli Project in İstanbul, Turkey

    Advertisements are generally based on a "message". As Baudrillard said, it tries to convince consumers that the product will make them special. It emphasizes that the 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. Like the other cases, Nef also uses this message idea in its projects. It emphasizes that you as a customer are unique so that we (Nef) think every single detail of our project for your benefit. They try to draw attention to the feeling of importance, and they focus on the personal ego. Also, in Nef Reserve Kandilli Project, each information part underlines that this project is special and designed for special people. For example, the "personal rooms and spaces designed by worldwide known designers." sentence supports the uniqueness idea. Also, they start to explain the project from concept idea to renders. That shows the life that is created for customers. Their visuals are detailed and indicate an imaginary world. Also, their video clip with water and bird sounds gives a peaceful feeling and enhances this imaginary world's liveability. Also, the project is in Istanbul, which is the most crowded city. This peacefulness is one of the most desired life for the Istanbul people. So project's advertisement touches the feeling of customers. 



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

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