Advertising is not only a marketing strategy in todays societies, but also functions as a powerful psycho-cultural discourse that shapes the identity construction of target audiences, individuals' social affiliations and consumption habits. In today's intense capitalist system, consumption has ceased to be a need-fulfilling practice in itself, and has become a sign system through which individuals construct their identity, status and self-perception. This study examines how advertising creates a transformation at both individual and social levels, in line with Bauman's theory of liquid modernity, Pierre Bourdieu's concepts of cultural capital and habitus, Jean Baudrillard's theory of sign consumption and simulation, Jacques Lacan's understanding of the lack and the object of desire, Louisn Althusser's theory of ideology and George Ritzer's McDonaldization model. With digitalization, advertising has evolved into a structure based on data-driven, personalized, and algorithmic guidance, analyzing the unconscious tendencies of the individual and directly manipulating consumption practices. Social media, neuromarketing, and psychometric micro-targeting techniques have caused advertising to go beyond being a tool for directing individual needs to produce a system that shapes the individual's self-perception and social belonging. The rise of the influencer economy has transformed advertising beyond being a tool that merely encourages consumption practices into a postmodern subjectivation practice that requires the individual to present their own identity as a "brand." In addition, by analyzing how advertising discourses have been adapted in the globalization process, advertising strategies of global brands have been examined in the context of McDonald's dependency and cultural hybridization. It has been comparatively evaluated how global brands such as Nike, Starbucks, McDonald's and Coca-Cola use different advertising discourses in global and local markets.

As a result, it has been revealed that advertising is a system that directs the identities of individuals in the consumer society, makes consumption mandatory by leaving them in a constant feeling of deficiency, and functions as an ideological device for the sustainability of the capitalist system. With digitalization, artificial intelligence-supported advertising produces a new hegemonic discourse that shapes individuals' consumption practices more deeply by taking their unconscious tendencies under control through data mining and psychometric analyses. This study reveals that advertising functions not only as an economic but also as a sociocultural, psychopolitical and ideological power mechanism.