ANALYZİNG ADVERTİSİNG AND ARTİFİCİAL INTELLİGENCE PRACTİCES THROUGH SOCİOLOGİCAL METHODS: “SEPHORA AD FİLMS”

TÜRKÇE

Abstract

The most important practices of software and informatics, which are open to both social and technical use, are centered around artificial intelligence. Although its predictions date back to the early 20th century, the times when the use of artificial intelligence has become more intense refer to the last 20 years.. Artificial intelligence has changed the forms of communication and has also become the number one actor in the advertising and marketing fields. In this regard, it would be appropriate and appropriate to say that the manufacturer's marketing and sales tactics on the target audience have begun to evolve in a different direction with artificial intelligence. The purpose of the study is to elucidate the use of artificial intelligence-generated content in advertising practices, both its positive and negative aspects. In this context, advertisements prepared by artificial intelligence were examined using sociological analysis methods in the study. Accordingly, in the study, three advertisement films created by artificial intelligence as part of Sephora Italy's awareness campaign for the International Day for the Elimination of Violence against Women were analyzed. The study concludes that artificial intelligence tends to portray women who have experienced violence as guilty and positions itself as a technology that operates based on readily available data and global ideological agendas.

Key words: Digitalization, algorithm, artificial intelligence, advertising