The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi

Amine REFİKA

doi:10.47481/yjad.1833540

Article Open Access1 January 2025

The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi

Order Reprints Cite Share

Amine Refika ¹

¹Fatih Sultan Mehmet Vakıf Üniversitei

Yildiz Journal of Art and Design 2025, Vol. 12, Issue 2, pp. 101-113; doi.org/10.47481/yjad.1833540

Download PDF View DOI record

Abstract

n consumer culture, advertising functions not merely as a tool for product promotion but as a communication practice that mobilizes signs capable of shaping cultural values, social norms, and even individual desires. This study analyzes Magnum’s 2025 “Thick Cracking Chocolate” campaign through document analysis to reveal how pleasure is integrated into digital capitalism along the axes of visibility and surveillance. A semiotic analysis was con-ducted using Roland Barthes’s denotation and connotation framework, while the interpretive analysis draws upon Byung-Chul Han’s concepts of transparency, performance, exhibition, and psychopolitical control. The campaign’s repeated use of the cracking sound across four different settings (park, library, billiard hall, and home) functions as a marketing strategy that naturalizes pleasure and transforms it into a public spectacle, thereby incorporating it into the mechanisms of surveillance. In the advertisements, pleasure is detached from the realm of in-dividual emotion and becomes a performative phenomenon that requires external validation through public visibility.The four-scene spatial construction demonstrates how an ostensibly personal experience of pleasure encounters and negotiates social norms. The campaign reveals that emotions are commodified through performative behaviors and employed as instruments in the individual’s processes of identity construction and self-regulation within society. In this advertising structure, pleasure is openly exhibited and, through repetition across the four commercial spots, becomes ritualized. Once normalized, pleasure enters the circulation of a surveillance-driven system of reproduction. The campaign thus exemplifies an advertising logic in which digital capitalism reshapes the subject through ideological coding. In this re-gard, it is concluded that the campaign legitimizes the manipulation of subjects in consumer society by employing the discourse of freedom—mediated through pleasure—as an aesthetic device. Consequently, emotional experiences are commodified, transformed into marketable representations, and integrated into an ideological structure.

Keywords: Byung-Chul Han; surveillance; pleasure; advertising; society; consumer culture

References

Adorno, T. W., & Horkheimer, M. (1995). Aydınlanmanın diyalektiği: Felsefi fragmanlar I (O. Özügül, Çev.). Kabalcı Yayınları.
Barthes, R. (2013). Görüntünün retoriği. İçinde R. Barthes, Image - Music - Text (S. Heath, Çev.) (ss. 32-51). Hill and Wang.
Barthes, R. (2014). Çağdaş Söylenler (T. Yücel, Çev.). Metis Yayınları. (Orijinal eser 1957)
Epicurus. (2009). Letter to Menoeceus (R. Hicks, Trans.). Massachusetts Institute of Technology. https://classics. mit.edu/Epicurus/menoec.html
Foucault, M. (1977). Discipline and punish: The birth of the prison. Vintage Books.
Freud, S. (2014). Haz ilkesinin ötesinde (M. Ökten, Çev.). Tutku Yayınevi.
Geray, H. (2006). Toplumsal araştırmalarda nicel ve nitel yöntemlere giriş (1. Baskı). Siyasal Kitabevi.
Gökçe, O. (2019). Klasik ve nitel içerik analizi: Felsefe, yöntem ve uygulama. Çizgi Yayınevi.
Han, B.-C. (2020). Şeffaflık toplumu (H. Barışcan, Çev.). (5. Basım). Metis Yayınları.
Han, B.-C. (2020b). Şiddetin topolojisi (D. Zaptçıoğlu, Çev.). (4. Basım). Metis Yayınları.
Han, B.-C. (2020c). Psikopolitika: Neoliberalizm ve yeni iktidar teknikleri (H. Barışcan, Çev.) (3. Basım). Metis Yayınları.
Han, B.-C. (2022). Ritüellerin yok oluşuna dair: Günümüzün bir topolojisi (Ç. Tanyeri, Çev.). İnka Kitap.
Han, B.-C. (2022b). İktidar nedir? (M. Özdemir, Çev.) (2. Basım). İnsan Yayınları.
Han, B.-C. (2023). Kapitalizm ve ölüm dürtüsü (Ç. Tanyeri, Çev.) (3. Basım). İnka Kitap.
Han, B.-C. (2023b). Palyatif toplum: Günümüzde acı (H. Barışcan, Çev.) (4. Basım). Metis Yayınları.
Han, B.-C. (2024). Yorgunluk toplumu (S. Yalçın, Çev.) (3. Basım). İnka Kitap.
Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256-273. [CrossRef]
Illouz, E. (2013). Cold intimacies: The making of emotional capitalism (1st ed.), Polity.
Koca, B. U. (2021). The foundation of jeremy bentham’s utilitarian ethics and evaluation in terms of moral education. Journal of Social Sciences Ictimaiyyat, 6(1), 81-103.
Kraut, R. (2022). Aristotle’s ethics. İçinde E. N. Zalta & U. Nodelman (Eds.), The Stanford Encyclopedia of Philosophy (Fall 2022 Edition). Stanford University.
LBBOnline. (2025). Magnum makes some noise with unmistakable cracking chocolate sound. Available at: https://lbbonline.com/news/magnum-makes-some-noise-with-its-unmistakable-cracking-chocolate- sound Accessed on Dec 19, 2025.
Lola MullenLowe. (2025). Magnum - Thick Cracking Chocolate. Available at: https://lola-mullenlowe.com/ work/magnum-thick-cracking-chocolate Accessed on Dec 19, 2025.
Mathiesen, T. (1997). The viewer society: Michel Foucault’s ‘Panopticon’ revisited. Theoretical Criminology, 1(2), 215-234. [CrossRef]
Özdal, S. (2021). Aziz Augustinus’ta Tanrı’ya duyulan aşk ile mutluluk ilişkisi. Felsefe Dünyası, (74), 457-476.
Öztürk Fidan, İ. (2017). From hedonism to puritanism: Anevaluation of the philosophy of education. Journal of Social Sciences of Muş Alparslan University, 5(3),597-621. [Turkish]
Rinehart, W. (2020). Zuboff’s definition of surveillance capitalism in The age of surveillance capitalism commits a category error. Available at: https://www.williamrinehart.com/2020/zuboffs-the-age-of-surveil lance-capitalism-raw-notes-and-comments-on-the-definition/ Accessed on Dec 19, 2025.
Sabancı, A. A. (2017, Eylül 19). Gözetim kapitalizmi: Facebook bizi kimlere satıyor? Journo. Available at: https:// journo.com.tr/gozetim-kapitalizmi-dijital-izlerAccessed on Dec 19, 2025.
Teddlie, C., & Tashakkori, A. (2009). Foundations of mixed methods research. SAGE Publications.
Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture, 5(2), 131-153. [Cross- Ref]
Yazar, G. (2025, Temmuz 23). The illusion of light: A reviewof Byung-Chul Han’s “The Transparency Society”. Medium. Available at: https://medium.com/@guneyyazar_90613/the-illusion-of-light-a-reviewof- byung-chul-hans-the-transparency-society-9a-1d098cc916 Accessed on Dec 19, 2025.
Zuboff, S. (2020, Ocak 3). Surveillance capitalism. ProjectSyndicate. Available at: https://www.project-syndicate.org/magazine/surveillance-capitalism-exploiting-behavioral-data-by-shoshana-zuboff-2020-01 Accessed on Dec 19, 2025.

Share and Cite

REFİKA, A. The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi. Yildiz Journal of Art and Design 2025, Vol. 12, pp. 101-113. https://doi.org/10.47481/yjad.1833540

Export:

The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi

¹Fatih Sultan Mehmet Vakıf Üniversitei

Abstract

References

Adorno, T. W., & Horkheimer, M. (1995). Aydınlanmanın diyalektiği: Felsefi fragmanlar I (O. Özügül, Çev.). Kabalcı Yayınları.
Barthes, R. (2013). Görüntünün retoriği. İçinde R. Barthes, Image - Music - Text (S. Heath, Çev.) (ss. 32-51). Hill and Wang.
Barthes, R. (2014). Çağdaş Söylenler (T. Yücel, Çev.). Metis Yayınları. (Orijinal eser 1957)
Epicurus. (2009). Letter to Menoeceus (R. Hicks, Trans.). Massachusetts Institute of Technology. https://classics. mit.edu/Epicurus/menoec.html
Foucault, M. (1977). Discipline and punish: The birth of the prison. Vintage Books.
Freud, S. (2014). Haz ilkesinin ötesinde (M. Ökten, Çev.). Tutku Yayınevi.
Geray, H. (2006). Toplumsal araştırmalarda nicel ve nitel yöntemlere giriş (1. Baskı). Siyasal Kitabevi.
Gökçe, O. (2019). Klasik ve nitel içerik analizi: Felsefe, yöntem ve uygulama. Çizgi Yayınevi.
Han, B.-C. (2020). Şeffaflık toplumu (H. Barışcan, Çev.). (5. Basım). Metis Yayınları.
Han, B.-C. (2020b). Şiddetin topolojisi (D. Zaptçıoğlu, Çev.). (4. Basım). Metis Yayınları.
Han, B.-C. (2020c). Psikopolitika: Neoliberalizm ve yeni iktidar teknikleri (H. Barışcan, Çev.) (3. Basım). Metis Yayınları.
Han, B.-C. (2022). Ritüellerin yok oluşuna dair: Günümüzün bir topolojisi (Ç. Tanyeri, Çev.). İnka Kitap.
Han, B.-C. (2022b). İktidar nedir? (M. Özdemir, Çev.) (2. Basım). İnsan Yayınları.
Han, B.-C. (2023). Kapitalizm ve ölüm dürtüsü (Ç. Tanyeri, Çev.) (3. Basım). İnka Kitap.
Han, B.-C. (2023b). Palyatif toplum: Günümüzde acı (H. Barışcan, Çev.) (4. Basım). Metis Yayınları.
Han, B.-C. (2024). Yorgunluk toplumu (S. Yalçın, Çev.) (3. Basım). İnka Kitap.
Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256-273. [CrossRef]
Illouz, E. (2013). Cold intimacies: The making of emotional capitalism (1st ed.), Polity.
Koca, B. U. (2021). The foundation of jeremy bentham’s utilitarian ethics and evaluation in terms of moral education. Journal of Social Sciences Ictimaiyyat, 6(1), 81-103.
Kraut, R. (2022). Aristotle’s ethics. İçinde E. N. Zalta & U. Nodelman (Eds.), The Stanford Encyclopedia of Philosophy (Fall 2022 Edition). Stanford University.
LBBOnline. (2025). Magnum makes some noise with unmistakable cracking chocolate sound. Available at: https://lbbonline.com/news/magnum-makes-some-noise-with-its-unmistakable-cracking-chocolate- sound Accessed on Dec 19, 2025.
Lola MullenLowe. (2025). Magnum - Thick Cracking Chocolate. Available at: https://lola-mullenlowe.com/ work/magnum-thick-cracking-chocolate Accessed on Dec 19, 2025.
Mathiesen, T. (1997). The viewer society: Michel Foucault’s ‘Panopticon’ revisited. Theoretical Criminology, 1(2), 215-234. [CrossRef]
Özdal, S. (2021). Aziz Augustinus’ta Tanrı’ya duyulan aşk ile mutluluk ilişkisi. Felsefe Dünyası, (74), 457-476.
Öztürk Fidan, İ. (2017). From hedonism to puritanism: Anevaluation of the philosophy of education. Journal of Social Sciences of Muş Alparslan University, 5(3),597-621. [Turkish]
Rinehart, W. (2020). Zuboff’s definition of surveillance capitalism in The age of surveillance capitalism commits a category error. Available at: https://www.williamrinehart.com/2020/zuboffs-the-age-of-surveil lance-capitalism-raw-notes-and-comments-on-the-definition/ Accessed on Dec 19, 2025.
Sabancı, A. A. (2017, Eylül 19). Gözetim kapitalizmi: Facebook bizi kimlere satıyor? Journo. Available at: https:// journo.com.tr/gozetim-kapitalizmi-dijital-izlerAccessed on Dec 19, 2025.
Teddlie, C., & Tashakkori, A. (2009). Foundations of mixed methods research. SAGE Publications.
Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture, 5(2), 131-153. [Cross- Ref]
Yazar, G. (2025, Temmuz 23). The illusion of light: A reviewof Byung-Chul Han’s “The Transparency Society”. Medium. Available at: https://medium.com/@guneyyazar_90613/the-illusion-of-light-a-reviewof- byung-chul-hans-the-transparency-society-9a-1d098cc916 Accessed on Dec 19, 2025.
Zuboff, S. (2020, Ocak 3). Surveillance capitalism. ProjectSyndicate. Available at: https://www.project-syndicate.org/magazine/surveillance-capitalism-exploiting-behavioral-data-by-shoshana-zuboff-2020-01 Accessed on Dec 19, 2025.

Share and Cite

Export:

[1] Adorno, T. W., & Horkheimer, M. (1995). Aydınlanmanın diyalektiği: Felsefi fragmanlar I (O. Özügül, Çev.). Kabalcı Yayınları.

[2] Barthes, R. (2013). Görüntünün retoriği. İçinde R. Barthes, Image - Music - Text (S. Heath, Çev.) (ss. 32-51). Hill and Wang.

[3] Barthes, R. (2014). Çağdaş Söylenler (T. Yücel, Çev.). Metis Yayınları. (Orijinal eser 1957)

[4] Epicurus. (2009). Letter to Menoeceus (R. Hicks, Trans.). Massachusetts Institute of Technology. https://classics. mit.edu/Epicurus/menoec.html

[5] Foucault, M. (1977). Discipline and punish: The birth of the prison. Vintage Books.

[6] Freud, S. (2014). Haz ilkesinin ötesinde (M. Ökten, Çev.). Tutku Yayınevi.

[7] Geray, H. (2006). Toplumsal araştırmalarda nicel ve nitel yöntemlere giriş (1. Baskı). Siyasal Kitabevi.

[8] Gökçe, O. (2019). Klasik ve nitel içerik analizi: Felsefe, yöntem ve uygulama. Çizgi Yayınevi.

[9] Han, B.-C. (2020). Şeffaflık toplumu (H. Barışcan, Çev.). (5. Basım). Metis Yayınları.

[10] Han, B.-C. (2020b). Şiddetin topolojisi (D. Zaptçıoğlu, Çev.). (4. Basım). Metis Yayınları.

[11] Han, B.-C. (2020c). Psikopolitika: Neoliberalizm ve yeni iktidar teknikleri (H. Barışcan, Çev.) (3. Basım). Metis Yayınları.

[12] Han, B.-C. (2022). Ritüellerin yok oluşuna dair: Günümüzün bir topolojisi (Ç. Tanyeri, Çev.). İnka Kitap.

[13] Han, B.-C. (2022b). İktidar nedir? (M. Özdemir, Çev.) (2. Basım). İnsan Yayınları.

[14] Han, B.-C. (2023). Kapitalizm ve ölüm dürtüsü (Ç. Tanyeri, Çev.) (3. Basım). İnka Kitap.

[15] Han, B.-C. (2023b). Palyatif toplum: Günümüzde acı (H. Barışcan, Çev.) (4. Basım). Metis Yayınları.

[16] Han, B.-C. (2024). Yorgunluk toplumu (S. Yalçın, Çev.) (3. Basım). İnka Kitap.

[17] Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256-273. [CrossRef]

[18] Illouz, E. (2013). Cold intimacies: The making of emotional capitalism (1st ed.), Polity.

[19] Koca, B. U. (2021). The foundation of jeremy bentham’s utilitarian ethics and evaluation in terms of moral education. Journal of Social Sciences Ictimaiyyat, 6(1), 81-103.

[20] Kraut, R. (2022). Aristotle’s ethics. İçinde E. N. Zalta & U. Nodelman (Eds.), The Stanford Encyclopedia of Philosophy (Fall 2022 Edition). Stanford University.

[21] LBBOnline. (2025). Magnum makes some noise with unmistakable cracking chocolate sound. Available at: https://lbbonline.com/news/magnum-makes-some-noise-with-its-unmistakable-cracking-chocolate- sound Accessed on Dec 19, 2025.

[22] Lola MullenLowe. (2025). Magnum - Thick Cracking Chocolate. Available at: https://lola-mullenlowe.com/ work/magnum-thick-cracking-chocolate Accessed on Dec 19, 2025.

[23] Mathiesen, T. (1997). The viewer society: Michel Foucault’s ‘Panopticon’ revisited. Theoretical Criminology, 1(2), 215-234. [CrossRef]

[24] Özdal, S. (2021). Aziz Augustinus’ta Tanrı’ya duyulan aşk ile mutluluk ilişkisi. Felsefe Dünyası, (74), 457-476.

[25] Öztürk Fidan, İ. (2017). From hedonism to puritanism: Anevaluation of the philosophy of education. Journal of Social Sciences of Muş Alparslan University, 5(3),597-621. [Turkish]

[26] Rinehart, W. (2020). Zuboff’s definition of surveillance capitalism in The age of surveillance capitalism commits a category error. Available at: https://www.williamrinehart.com/2020/zuboffs-the-age-of-surveil lance-capitalism-raw-notes-and-comments-on-the-definition/ Accessed on Dec 19, 2025.

[27] Sabancı, A. A. (2017, Eylül 19). Gözetim kapitalizmi: Facebook bizi kimlere satıyor? Journo. Available at: https:// journo.com.tr/gozetim-kapitalizmi-dijital-izlerAccessed on Dec 19, 2025.

[28] Teddlie, C., & Tashakkori, A. (2009). Foundations of mixed methods research. SAGE Publications.

[29] Warde, A. (2005). Consumption and theories of practice. Journal of Consumer Culture, 5(2), 131-153. [Cross- Ref]

[30] Yazar, G. (2025, Temmuz 23). The illusion of light: A reviewof Byung-Chul Han’s “The Transparency Society”. Medium. Available at: https://medium.com/@guneyyazar_90613/the-illusion-of-light-a-reviewof- byung-chul-hans-the-transparency-society-9a-1d098cc916 Accessed on Dec 19, 2025.

[31] Zuboff, S. (2020, Ocak 3). Surveillance capitalism. ProjectSyndicate. Available at: https://www.project-syndicate.org/magazine/surveillance-capitalism-exploiting-behavioral-data-by-shoshana-zuboff-2020-01 Accessed on Dec 19, 2025.

Published	1 January 2025
Version	v1
Access	Open Access

Published	1 January 2025
Version	v1
Access	Open Access

The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi

Abstract

References

Share and Cite

Related Articles

The analysis of the relationship between pleasure visibility and surveillance through the Magnum thi

Abstract

References

Share and Cite

Related Articles