TÜKETİMDE ETİK HEDONİZMİN AMBALAJ TASARIMINA YANSIMASI: TONY'S CHOCOLONELY ÖRNEĞİ
REFLECTION OF ETHICAL HEDONISM IN CONSUMPTION ON PACKAGING DESIGN: THE EXAMPLE OF TONY'S CHOCOLONELY

Summary/Abstract: Consumption culture describes the consumption ecosystem created, maintained, transformed and shaped by socio-economic conditions, which includes experience and meaning. Hedonism is expressed as maximizing one's happiness, pleasure and arbitrariness. Ethical hedonism, on the other hand, can be interpreted as an important meeting point where consumers, who build their identities through consumption, catch ethical principles and pleasure together. At this meeting point, packaging design is not only a visual impact area, but also a place where communication takes place. Media such as visual communication tools, advertisements, television programs, movies and social media try to encourage people to buy products and services by using themes that will affect hedonism. In line with all this, the aim of the study is to analyze the symbolism and ethical discourse of the Tony's Chocolonely chocolate brand, which focuses on ethical production and commitment to social responsibility. The study examines the visual and linguistic elements of the brand within the scope of semiotic analysis, revealing the strategies to convey the messages that enjoy, activism and consumption and responsibility coexist in harmony. It also seeks to offer a comprehensive understanding of how brands transcend the superficial aesthetic to engage consumers with a deep discourse about ethics, equality, and responsible consumption.

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