Talk's about the Saving Discourse of 'Türkiye I? Bankasi' at Consumer Society: A Rebellion Against Mainstream or a Nostalgic Branding?

Abstract

Türkiye ?? Bankas? was founded in 1924, after the military victory that is the Turkish War of Independence, with the contributions of Mustafa Kemal Ataturk in order to boost the economic growth of the young Republic of Turkey. Türkiye ?? Bankas? became a precursor of the country’s economic growth by presenting the concept of 'saving' which means a lot to the individual of the modern period. As one of the economic agents of the young Turkey, Türkiye ?? Bankas? took it as its mission to raise awareness for the importance of savings. In the post-modern period, people are motivated to focus on consumption instead of saving, put themselves in the center of life, live in the moment and look for happiness. The banking sector in the post-modern period, unlike the modern period, boosts consumption by using strategies which cause consumers to use the money that has not yet been made, such as bank loans and credit cards. However, in both modern and post-modern periods, Türkiye ?? Bankas? has continued to give the same message, which raises awareness for the importance of saving, to the consumers. The study aims to analyze advertisements that are focused on saving which seems as a rebellion against the pillars of the consumption society, and discuss the reasons for such strategy.

DOI: 10.5901/mjss.2015.v6n1p443