Bilkent
Nazande is a project which is building right now. I want to focus on the
advertisements of the project. For selling the product they are using the
approach that Jean Baudrillard mentioned in his book called ‘The System of
Objects’. He said that advertisements are not for giving information rather
than that they concerned more on touching our instinctive feelings. In this
project we see the traces of this idea.
For
example, this is how the webpage welcomes the visitors. There is nothing
particularly about the product. In fact, there is not the name of the project.
It is just saying ‘The Newest lifestyle of Bilkent’. This phase has no tangible
meaning at all. However, it means something to us. Something about our
preciousness. Everyone visiting the website taking the message of deserving the
newest Bilkent lifestyle. Do they?
Everything
is thought for the ideal lifestyle’ phase is very familiar. Jean Baudrillard
was exemplifying the mass-produced chairs which are selling with the motto of ‘We
think everything for you and that’s why this chair is belong to you.’. So, in
our case advertisement claims that 315 flats are all arranged for the
consumer’s happiness. We can eliminate execration of the product details. But
when advertisements give the sense of being valuable by saying that ‘We are
trying hard for you.’, we began to consume advertisement itself.
Lastly,
this is how the website is ending. Here, what we are criticized is summarized
shortly. ‘The privileged Life’, ‘Feeling Special’, etc. are all become the
product itself. That is why they are selling the advertisement rather than the
apartments. Our consuming motivation is shifted from meeting necessities to the
desire of believing the advertisements.