A Film Analysis Related to Globalization and Capitalist Consumer Culture and Its Reflections on Advertising Industry

Abstract

In this chapter, the changes in consumer culture and advertising industry are analyzed within the frame of globalization and capitalism through a French film 99 Francs, released in 2007. In the first section of this study the headlines of globalization and capitalist network, the effect of globalization on the consumer, advertisement and advertising industry, and the functions of advertising agencies as the head actors in advertising industry are dealt with. In the second phase of the study, the French film called 99 Francs is semiologically analyzed. Within this context, firstly general information and formal expression of the film; secondly, inspired by Barthes' semiological approach, an analysis on “denotation and connotation” is addressed. Human, object, and setting images in the film are handled in accordance with the progress in the field of consumer culture and advertisement in the globalization period. Consequently, the advertisement industry has an effective long-term role on providing a circulation of mass consumers.