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Journals / Intermedia International e-Journal / 2026 / Cilt: 13 Sayı: 24

Collective Nostalgia and Political Advertising: An Analysis of the “Hatıran Yeter” Political Advertisement

Kolektif Nostalji ve Siyasal Reklamcılık: “Hatıran Yeter” Reklam Filminin Analizi

Zafer Akar(GİRESUN ÜNİVERSİTESİ, TİREBOLU İLETİŞİM FAKÜLTESİ)0000-0001-7208-7246
Gökhan Gürbüz(GİRESUN ÜNİVERSİTESİ, TİREBOLU İLETİŞİM FAKÜLTESİ)0000-0002-6376-1945
Pages
97–126
Publication Date
2026-06-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings show that collective nostalgia has a powerful narrative structure in establishing connections, creates emotional and belief-based responses in viewers, and that the vast majority of viewers identify with the content with positive and neutral emotions.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Collective nostalgia is an orientation that expresses an individual's longing and desire for the past with the social group with which they have formed an emotional bond.
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Key Findings & Data:Conducted using qualitative research methods, this study examines the Hatıran Yeter advertising film prepared by the Justice and Development Party for the March 2024 Istanbul Metropolitan Municipality mayoral candidacy process.
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Conclusion & Impact:The findings show that collective nostalgia has a powerful narrative structure in establishing connections, creates emotional and belief-based responses in viewers, and that the vast majority of viewers identify with the content with positive and neutral emotions.
🔬Design:Araştırma Makalesi
📍Scope:2024 Verileri
⚙️Variables:Kolektif Nostalji · Siyasal Reklamcılık · İstanbul

Abstract

Collective nostalgia is an orientation that expresses an individual's longing and desire for the past with the social group with which they have formed an emotional bond. Evoking the cognitive processes of social bonds, collective nostalgia is particularly favored in advertising films for marketing purposes. Political advertising is one of the effective tools of political communication. Especially during election periods, political candidates use these types of advertisements to introduce themselves and market their policies with the aim of changing voters' political opinions and attitudes. Political advertising texts that aim to connect with voters use many signs and themes. The purpose of this study is to present a comprehensive analysis examining the effect of collective nostalgia in political advertising. Conducted using qualitative research methods, this study examines the Hatıran Yeter advertising film prepared by the Justice and Development Party for the March 2024 Istanbul Metropolitan Municipality mayoral candidacy process. In the first stage of the study, a semiotic analysis was applied to the advertising text, followed by an emotion analysis technique in the second stage. The findings show that collective nostalgia has a powerful narrative structure in establishing connections, creates emotional and belief-based responses in viewers, and that the vast majority of viewers identify with the content with positive and neutral emotions.

Özet

Kolektif nostalji, bireyin duygusal bağ kurduğu sosyal grup ile geçmişe duyduğu özlemi ve arzuyu ifade eden bir yönelimdir. Toplumsal bağların bilişsel süreçlerine çağrışım yapan kolektif nostalji, özellikle reklam filmlerinde pazarlama amacıyla tercih edilir. Siyasal reklamcılık ise siyasal iletişimin etkili araçlarından biridir. Özellikle seçim dönemlerinde bu tür reklamlar sayesinde siyasal adaylar, seçmenlerin siyasal kanaat ve tutumlarını değiştirmek amacıyla kendilerini tanıtmakta ve politikalarını pazarlamaktadır. Seçmenle bağ kurmayı hedefleyen siyasal reklam metinlerinde, birçok gösterge ve tema kullanılmaktadır. Bu çalışmanın amacı, siyasal reklamcılıkta kolektif nostaljinin etkisini inceleyen kapsamlı bir analiz sunmaktır. Nitel araştırma yöntemi kullanılarak yapılan bu çalışma, Adalet ve Kalkınma Partisi'nin Mart 2024 İstanbul Büyükşehir Belediyesi başkanlık adaylığı süreci için hazırladığı Hatıran Yeter reklam filmini incelemektedir. Çalışmaya konu olan reklam metninde ilk aşamada göstergebilimsel analiz, ikinci aşamada ise duygu analizi tekniği uygulanmıştır. Bulgular, kolektif nostaljinin bağ kurmada güçlü bir anlatı yapısına sahip olduğunu, izleyicilerde duygusal ve inanç temelli tepkiler yarattığını, izleyicilerin büyük çoğunluğunun pozitif ve nötr duygularla içerikle özdeşleştiğini göstermektedir.

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Cite This Article

Akar, Z., Gürbüz, G. (2026). Collective Nostalgia and Political Advertising: An Analysis of the “Hatıran Yeter” Political Advertisement. Intermedia International e-Journal, Cilt: 13 Sayı: 24, 97–126. https://doi.org/10.56133/intermedia.1861764

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