Reinterpretation of Love through Consumption Culture: The Case of Markafoni

The focus of this study is on how love and consumption becomes interchangeable and how advertising and the objects of advertisement freshly reproduces this interchange. This study has selected three commercial advertisement clips of Markafoni at random as objects of examination. The study will analyze how and in which aspects love and consumption congregate or resemble each other; existence/absence of commodification in the nature of love; transformation of love to a purchasable object in individuals' everyday life in consumption society, and the possibility of the act of consuming turning into love. These commercial films with the basic motto of "Each shopping is a love" will be analyzed within the scope of "consumption love" theme through Roland Barthes's concept of "myth". Moreover, Markafoni's imaginary locations for consumption love are interpreted with reference to Jean Baudrillard's description of advertisements as simulacrum world, and with the guidance of the notion of myth again.