AYNI ANDA HEM YEREL HEM KÜRESEL HEM DE POPÜLER OLABİLMEK: BİR DURUM ÇALIŞMASI COLA TURKA NEBAHAT AKGÜN ÇOMAK, Ph.D. ncomak@gsu.edu.tr Galatasaray University (Turkey) Abstract The globalizing world presents new concepts and products surrounding us all over. Some of them provides us new perspectives on the world, some of them challenges new attitudes and habits. One of these challenges in Turkish context is the new brand of drink: Cola Turka. The consept of cola is not something unknown to the Turkish consumers. For almost more than two decades, we have Cola-Cola and Pepsi-Cola. With the effects of globalization and some reactions to it, there appeared some new local brands trying to have some share of the cake but these couldn’t go more than a few percents and their effect on the society was notdeliberate. At a certain time, with a certain effect, there appeared Ülker, a very well known brand in Turkey with so many other products in food sector introducing a new brand “Cola Turka” with an effective advertising campaign. Its impact on the society was almost visible and such an effect that the ads were learned by heart and repeated almost all over the country. What made it so populer all of sudden? When the ads were analyzed, it is possible to see the contradicting concepts such as modern/postmodern, traditional/modern, oral/written, messages, classical/contemporary, local/global. On the surface, the language of the ads concentrate on the pidginized language having units from both Turkish and American English but in its deep analysis this pidginized forms aim to break the iconized believes andattitudes of the societies and individuals introducing amultilingual, multicultural and multiperspective world as a challenge. The ads, after the initial introduction turned to be the serials just like a soap opera or a fairy tale structure differing its image from the most classical ads. The consepts of humanism, friedship find its meaning in the changes of the culture and hybridization of the habits as well as the language. That’s why, in the ads, it’s not the individual presenting its habits or newchoices to the world, but it is the society, in a way forcing him to change his strict believes and attitudes. This is an irresistible an unavoidable change through the populer culture. The paper is an attempt to analyze the case not only as a series of ads of 3 or 4 minutes but as the ads creating a communication atmosphere both in and abroad, visual, written and spoken. The ads becoming more like a phenomenon and effecting the society through the feelings of national and religious codes were learned in all around the country and had an important effect onthe society. Cola Turka should fight not only the previously set formulas, regularities and habits but also the other old brands as well. Sometimes, the revival of the emotions would mean more than the economical profits but how far its effects could go and why should it go? How long the society would let it go? The paper would seek the answers to these questions comparing and contrasting the older theories in the lighs and the impacts of the ads. The paper would also refer to the data provided by 200 interviewees, on what in fact they are consiming, the product itself or the values related to that!