Use of Turkish Cultural Components by Multinational Companies within the Scope of Understanding of Glocal Advertisements

Öz

            Cultural components bridging between the past and future of a nation are also among the reasons leading to its existence. Nations not maintaining their own cultural identity and feeling under the pressure of other cultures are pushed out of history. Therefore, one of the deep-rooted cultural properties in the world, Turkish culture is of hundred years of past and has accommodated many civilizations and states. The influence Turish culture has also kept on increasing in many other states globally, especially on Turkish originated  ones, such as Azerbaijan, Turkmenistan, Kazkhistan, Uzbekistan, etc. Components of Turkish culture, supporting Turkish society through characteristics such as the triad of horse, weapon and woman, the power of colours and Turkish life style ( style of food, dressing, accommodation and entertainment, etc.) are among the most significant initiatives used by many multinational companies, the aims of which ply a trade.

         In global activities of advertisements, a standard approach to ignore local cultures is too weak to be successful. In line with the motto of “think globally, behave locally”, multinational companies are essential to use cultural characteristics of nations where they ply a trade in their advertisements. Unless they take the nature of targeted nations and their cultural identity into account, the introduction of their products and their trade are not supposed to be successful.

            Multinational companies trading in Turkey have intensively been using the components of Turkish culture in the introduction and advertisements of their        products as consistent with the understanding of glocal advertisements. In present study, Turkish cultural components used in the advertisements of multinational companies in Turkish TV channels will be determined and evaluated. In addition, such studies are needed for the continuity of Turkish culture.