MIRROR STAGE IN ADVERTISING

Abstract

According to Williamson, ads sell to us more than just consumer goods: “While giving us a structure in which we and those goods are interchangeable, he says they sell us to ourselves”. This made it important for the advertisement to create “meaning structures” apart from a representation and information tool. Advertising causes the products and concrete individuals to be differentiated and named as subjects by comparing them with the images of value represented. Thus, what will be named and differentiated is how and in what form a subject exists. Difference is important for understanding. To be a sign, it also points to an "other", that is, the referent expressed by it. In this study, it has been investigated that the “mirror stage” in this situation where consumption becomes functional with symbolic dimensions, that the life promises of advertising are very different from the target audience itself, how the promises reach the individual and what kind of desire regime is activated for the brand.