期刊名称：International Journal of Social Sciences and Education Research
电子版ISSN：2149-5939
出版年度：2017
卷号：3,3
页码：899-913
语种：
出版社：Mahmut Demir
摘要：This paper drawing on Žižekian thought and its concepts examines n11.com, Akbank ve Sinpaş GYO advertisements in respect to manipulation of desires. It exploits the explanatory power of some of the prominent Lacano-Žižekian concepts such as “surplus-enjoyment”, “objet petit a”, “Symbolic”, “jouissance”, “looking awry” and “mechanical insistence”. It tries to show how advertisement media interpellates the unconscious in the light of populer commercial content. It argues these commercial media forms mainly target desires of consumers/audiences, and imbue/convince people to spend their libidinal power on consumer products. These commercial content make pledge to satisfy individual desires by advancing on people’s lack, and by telling/reminding of them about this lack. These media forms illusionary allude that world of products they exhibit serve people the exit roads by dint of which they can attain their lack. In view of the examined texts, the paper reveals advertisement media purports to satisfy people’s desires which can actually never be attained.
