İdil Sanat ve Dil Dergisi
Cilt 11, Sayı 96  2022/8  (ISSN: 2146-9903, E-ISSN: 2147-3056)

NO Makale Adı

In this study, the cultural connotations of the song 'Kızılcıklar oldu mu', which is used in the music advertisement video of Akakce (Comparative shopping platform), has been examined. Accordingly, the reminder codes given for the national identity of the song "Kızılcıklar oldu mu" which is in the TRT Turkish Folk Music repertoire used in the Akakce (Comparative shopping platform) advertisement video and belongs to the Edirne region, to the cultural revolution of the republican period, the popularity of the song in popular culture, the brand name, It has been tried to examine the reasons for maintaining the permanence of the brand and the preference of the song. The use of music as a tool in the marketing strategies of national or international companies to increase product sales has caused the basic components of music not to be prominent enough. This had a negative impact on the music's leading/popular status. Accordingly, an evaluation has been made on the classification of music according to its intended use and whether it is a work of art or not. In addition, the fact that cultural items reached millions of people with technological tools in the post-modern period caused rapid consumption and changes in cultural items. Although these changes are seen as negative, they are important for the continuity of culture.
Keywords: Advertising music, semiotics, post-modern, culture industry, mass communication, polyphony