Analysis of the Changing Housing Discourses in Turkey over Advertisements - Istanbul sample

As a result of the changing form of sheltering in Turkey, today housing has become a consumption material, which determine the social status and living style of a person, through the meanings that it assume. Definitely, advertisements, that manipulate the consumers with slogans and surrealistic images, have a big share in this situation. Beyond their role of being a meaning structure that aim to make a demand for a product, advertisements are cultural texts that give hints about the political, economic and social circumstances of a period and reflects the values of societies. In this context, reading the changing of housing approach on advertisement discourses and considering the housing production types in accordance with the changing demands, are the main purposes of this research. Istanbul was selected as a field of study which has become a stage of dramatic changes because of its urban and social context. In this study, in order to establish the content of the housing advertisements historically, content analysis was applied which is preferred frequently in communication works. In this context, for every period, advertisements were analyzed according to their discourses as; architecture oriented discourses, location-transportation oriented discourses, social and cultural advantages oriented discourses, abstract discourses, security oriented discourses, technic and infrastructure oriented discourses and sale-payment-investment oriented discourses. The results were considered in accordance with every period’s conditions. The analysis is important in terms of determining the images of the changing advertisements and explaining the social and urban transformations that were lived before/after the globalization period and neoliberal politics