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Analysis of Housing Ads Targeting Middle Class by Means of Semiological Method
The purpose of this study is to identify housing preferences of middle class by discussing the question of that amidst social stratification arguments recently. The first phase of the study identifies the middle class of whom it is consist and reveals lifestyle of those who are included and excluded. The final phase identifies the features of houses built up for urbanized middle class via analysing TV ads. In the theoretical aspect of this study, social stratification and class literature is evaluated in the context of Marxist and Webern approaches. Besides the middle class is discussed in theoretical and conceptual level, middle classes’ housing preferences is identified by means of semiological methods.

Middle Class, New Middle Class, Semiology, Housing Ads, Marx, Weber

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