This thesis brings together three topics that we want to search: brand communication, gastronomy, metaphysics. After completing my master’s degree in marketing communications, what I always had in mind was the new trends in advertising communication with the globalization of the 21st century. In the design of the advertisement, not only the use of elements in communication technologies, but also the philosophical background in its fabric attracted my attention. In this context, I began to sense that there might be mythological approaches in the chemistry of advertising messages that gained importance in social media. In the postmodern environment of the 21st century, food/nutrition, culinary arts and, to put it briefly, gastronomy became the dominant language of communication. Moreover, it caused kitchen wars by becoming politicized. In line with my interest in gastronomy, I wanted to focus on food advertisements. I started to ask myself to what extent the fast-food trend that marked the 21st century was changing the Global Society. Interestingly, I started to observe that there were metaphysical images that were reflected from ancient wisdom to the present day in McDonald’s brand communication. This problem, which has not been studied much yet, was an important exercise for me in terms of analyzing the Global Society as a doctoral thesis. I can say that doing the analysis in the light of semiology as a method has broadened my horizon by directing me to an interdisciplinary perspective. I would like to acknowledge Communication Sciences and the Internet Institute, which allowed me to make such a significant study, Prof. Dr. Mete Çamdereli, who supported me with great excitement in all phases of my thesis, Prof. Dr. Emine Yavaşgel, who made great contributions to deepen my research subjects in the monitoring of the thesis. In addition, I would like to thank Prof. Dr. Mim Kemal Öke, from whose suggestions I benefited in the historical context. I am also indebted to my colleagues and friends, especially my family, who buoyed me up and supported me during the research and writing process of my thesis, which lasted more than 2 years. I hope this study will be useful and inspire new studies in this field.

Branding is possibly the most powerful commercial and cultural force on the planet. Robert Jones discusses the vast variety of brands, and why we still fall for them even as we are becoming more brand-aware. Looking at the philosophy and story behind brands, he considers how they work their magic, and what the future for brands might be.

The Oxford Handbook of Postcolonial Studies provides a comprehensive overview of the latest scholarship in postcolonial studies, while also considering possible future developments in the field. Original chapters written by a worldwide team of contritbuors are organised into five cross-referenced sections, 'The Imperial Past', 'The Colonial Present', 'Theory and Practice', 'Across the Disciplines', and 'Across the World'. The chapters offer both country-specific and comparative approaches to current issues, offering a wide range of new and interesting perspectives. The Handbook reflects the increasingly multidisciplinary nature of postcolonial studies and reiterates its continuing relevance to the study of both the colonial past—in its multiple manifestations— and the contemporary globalized world. Taken together, these essays, the dialogues they pursue, and the editorial comments that surround them constitute nothing less than a blueprint for the future of a much-contested but intellectually vibrant and politically engaged field.

Multiculturalism is a prevalent worldwide societal phenomenon. Aspects of our modern life, such as migration, economic globalization, multicultural policies, and cross-border travel and communication have made intercultural contacts inevitable. High numbers of multicultural individuals (23-43% of the population by some estimates) can be found in many nations where migration has been strong (e.g., Australia, U.S., Western Europe, Singapore) or where there is a history of colonization (e.g., Hong Kong). Many multicultural individuals are also ethnic and cultural minorities who are descendants of immigrants, majority individuals with extensive multicultural experiences, or people with culturally mixed families; all people for whom identification and/or involvement with multiple cultures is the norm. Despite the prevalence of multicultural identity and experiences, until the publication of this volume, there has not yet been a comprehensive review of scholarly research on the psychological underpinning of multiculturalism. The Oxford Handbook of Multicultural Identity fills this void. It reviews cutting-edge empirical and theoretical work on the psychology of multicultural identities and experiences. As a whole, the volume addresses some important basic issues, such as measurement of multicultural identity, links between multilingualism and multiculturalism, the social psychology of multiculturalism and globalization, as well as applied issues such as multiculturalism in counseling, education, policy, marketing and organizational science, to mention a few. This handbook will be useful for students, researchers, and teachers in cultural, social, personality, developmental, acculturation, and ethnic psychology. It can also be used as a source book in advanced undergraduate and graduate courses on identity and multiculturalism, and a reference for applied psychologists and researchers in the domains of education, management, and marketing.

This innovative volume brings together contributions from leading experts in the study of luxury to present the full range of perspectives on luxury business, from a variety of social science approaches. Topics include conceptual foundations and the evolution of the luxury industry; the production of luxury goods; luxury branding and marketing; distributing luxury; globalization and markets; and issues of morality, inequality, and environmental sustainability. The Oxford Handbook of Luxury Business is a necessary resource for all students and researchers of the field as well as for forward-thinking industry professionals.

"This practical guide to all aspects of gastrointestinal nursing covers the treatment of a wide range of patients - from those suffering from minor and acute disorders, through chronic conditions, to those requiring major surgery and treatment for malignant disease. It summarizes the current state of knowledge in gastrointestinal nursing and provides concise, user-friendly guidelines on the management and treatment of patients with gastrointestinal disorders." "Written by practising nurses and subject experts, and incorporating their years of experience, the Oxford Handbook of Gastrointestinal Nursing is a unique and invaluable companion for practising nurses, and for all health care professionals who are involved in the care of patients with gastrointestinal disorders."--BOOK JACKET.