Purpose

The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era.

Design/methodology/approach

Compositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis.

Findings

Firstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class.

Originality/value

As no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.

中文翻译：

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作为政治领域话语反映的广告：1940-1974 年间土族塞人的广告

目的

本文的目的是探讨冲突/战争及其政治经济和社会文化反思如何影响土族塞人的广告。它对 1940 年至 1974 年期间以间歇性种族间武装冲突为特征的土族塞人广告进行了分析，以阐明它们与那个时代的商业、政治、经济和社会文化解体之间的关系。

设计/方法/途径

具有批判视角的作文解释和社会符号学分析（Rose，2016）已被用作研究设计。分析中还使用了当时的社会、文化、经济和政治条件。

发现

首先，本文表明广告的复杂性有所增加，尽管在研究期间的增量非常大，特别是与直接影响塞浦路斯商业领域的国家（如英国、希腊和土耳其）的广告相比。其次，本文表明广告信息直接由社会政治领域的关键事件塑造。特别是在 1940 年代（英国统治）和塞浦路斯两族共和国时代，土族塞人社区报纸刊登了由希族塞人、亚美尼亚塞人和土族塞人企业支付的国际化广告。1963 年之后，武装冲突开始，社区撤退到首都的不同地区，特色广告大多恢复到 1950 年代的政治经济议程：首先，他们打算通过将分散在不同城镇、村庄和城市的土族塞人转变为公共/社区来建立民族社区意识；其次，它们被用于发展新兴的土族塞人商业企业和培养消费阶层。

原创性/价值

由于迄今为止尚未进行此类研究，本文通过土族塞人报纸上印刷的广告的持续存在和不断增加的存在性和多样性，展示了土族塞人在武装冲突中满足时代消费规范的轨迹。其次，作者观察到“国家”权威（在本例中为社区管理）直接或间接地影响商业议程和社区意识的建设。第三，作者表明土族塞人社区在武装冲突下已经使商业正常化。