Öz
Markanın başarısına önemli bir katkı
sağlaması nedeniyle marka kişiliği geliştirebilmek tüm pazarlama
yöneticilerinin ulaşmak istedikleri önemli bir hedef olmaktadır. Bu çalışmada
marka kişiliğinin reklamla ilişkisi açıklanarak, reklamlar aracılığıyla marka
kişiliği geliştirmek istendiğinde kullanılabilecek, yenilikçi bir yaklaşım
sunan ve alternatif modellerden biri olan arketip modeli, gerçekleştirilen
nitel ve nicel uygulamalar sonucu değerlendirilmiştir. Dünya havacılık
sektörünün en başarılı on firmasına ait global reklamın analizi ve 390 öğrenci
katılımcı üzerinde yürütülen online araştırmaların sonucunda bu firmaların
reklamlarında öncelikle marka kişilik arketiplerinden faydalandıkları
belirlenmiştir. Reklamlarda ağırlıklı olarak yardımsever ve soytarı/şakacı
arketiplerinin kullanıldığı görülmüş ve ilgili reklamlarda kullanılan tüm
arketiplere ilişkin göstergeler tespit edilerek bu göstergelerin katılımcılar
tarafından doğru bir şekilde algılanabildiği bulgulanmıştır.
Anahtar Kelimeler
Reklam Marka Kişiliği Transfer Modeli Kolektif Bilinçdışı Arketip
Kaynakça
- Aaker A.D., (2009) Güçlü Markalar Yaratmak, Mediacat 2. Baskı, İstanbul
- Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356
- Achouri, M. A., & Bouslama, N. (2010). The Effect of the Congruence between Brand Personality and Self-Image on Consumers’ Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review.
- American Marketing Association - Brand, erişim linki: http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B (29-05- 2011)
- Aylesworth, A. B., Goodstein, R. C., & Goodstein, R. C. (1999). Effect of archetypal embeds on feelings: An indirect route to affecting attitudes?. Journal of Advertising, 28(3), 73-81.
- Devişcemaloğlu, B. “Göstergebilim”, http://www.ege-edebiyat.org/docs/493.pdf, 17 Ekim 2011
- Başfırıncı, Ç., & Çilingir, Z. (2015). Anthropomorphism And Advertising Effectiveness: Moderating Roles Of Product Involvement and The Type Of Consumer Need. Journal of Social and Administrative Sciences, 2(3), 108.
- Batey M., 2008, Brand meaning, Routledge Beebe, J. (2007). Type and archetype. Part two, the arms and their shadow, typeface, 18(3), 22-27.
- Brook S. (2008). Johnnie Walker strolls off with three IPA awards http://www.guardian.co.uk/media/2008/nov/04/advertising-marketingandpr1 Son Erişim 10/08/2017
- Burger, J. M. (2006). Kişilik (Psikoloji Biliminin İnsan Doğasına Dair Söyledikleri). İstanbul: Kaknüs.
- Crowley, (2007) “Cut through Advertising Clutter with Archetypes”, http://www.creativepro.com/article/cut-through-advertising-clutter-with-archetypes 14 Eylül 2011
- Danesi M, (2002) Understanding Media Semiotics, Edward Arnold , London
- Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There’s some accounting for taste. Journal of Research in Personality, 43(3), 307-322.
- Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
- Barış, G., (2012) Antropomorfizm Kişileştirme Eğilimi, The Brandage, Nisan
- Groeppel-Klein, A., Domke, A., & Bartmann, B. (2006). Pretty Woman Or Erin Brockovich? Unconscious and Conscious Reactions to Commercials and Movies Shaped By Fairy Tale Archetpyes–Results From Two Experimental Studies. ACR North American Advances. Holt, D. B. (2003). What becomes an icon most. Harvard business review, 81(3), 43-49.
- Iaccino, J. F. (1998). Jungian reflections within the cinema: A psychological analysis of sci-fi and fantasy archetypes. Greenwood Publishing Group.
- Sadowski, K. (2005).Testimonial in der Werbung, Grin verlag
- Knox, J. (2003). Archetype, attachment, analysis: Jungian psychology and the emergent mind. Psychology Press.
- Mark, M., & Pearson, C. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. McGraw Hill Professional
- Maso-Fleischman, R. (1997). Archetypal research for advertising: a Spanish-language example. Journal of Advertising Research, 37(5), 81-85.
- Matthews, R. (2002). Competition archetypes and creative imagination. Journal of Organizational Change Management, 15(5), 461-476.
- Morris L., Schmolze R. (2006), Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks, Journal of Advertising Research, September, 289-300
- Ouwersloot, H., & Tudorica, A. (2001). Brand personality creation through advertising.
- Randazzo, S. (2006). Subaru: The emotional myths behind the brand’s growth. Journal of Advertising Research, 46(1), 11-17.S.
- Skytrax Dünya Havacılık Ödülleri 2011, erişim linki: http://www.worldairlineawards.com (12 Ekim 2012)
- Slabbinck, H., & Roozen, I. T. (2008). The relationship between brand-and media personality characteristics. Review of Business and Economics, 53(2), 161-170.
- Snowden D.J., (2005), Archetypes as an Instrument of Narrative Patterning, ARK: Knowledge Management, Story Special Edition.
- Tarnas R., (2009), Archetypal Principles, Archai: The Journal of Archetypal Cosmology, Volume 1, Number 1 (Summer).
- Thompson, C. J. (2004). Marketplace mythology and discourses of power. Journal of Consumer Research, 31(1), 162-180.
- Till, B. D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management, 7(5), 400-409.
- Teker, U. (2002) Grafik Tasarım ve Reklam, Dokuz Eylül Yayınları, 1. Baskı, İzmir,
- Batı, U. (2010) Reklamın Dili, Alfa Basım Yayın, İstanbul,
- Varaprasdreddy, J. (2006). Role of Advertising in Creating Brand Personality. Prieiga per internetą: http://www. indianmba. com/Faculty_Column/FC306/fc306. html (prisijungta 2015 02 10).
- Villate, V. M. (2012). Qualitative research as a hero’s Journey: Six archetypes to draw on. The Qualitative Report, 17(38), 1.
- Walle, A. H. (1986). Archetypes, athletes, and advertising: a Jungian approach to promotion. Journal of Consumer Marketing, 3(4), 21-29.
- Woodside, A. G., Megehee, C. M., & Sood, S. (2012). Conversations with (in) the collective unconscious by consumers, brands, and relevant others. Journal of Business Research, 65(5), 594-602.
- Yazıcıoğlu, Y. ve Erdoğan, S. (2004). Spss uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay Yayıncılık.
Öz
Creating brand personality is one of the
goals each and every marketing manager aims to achieve because it contributes
highly to the overall success of the brand. This work elaborates on the
relationship between brand personality and advertising by exploring the ways in
which adverts can be successfully used to develop brand personality. The
article first focuses on Archetype modelling which is one of the innovative
ways of generating brand personality and then explores this technique through
qualitative and quantitative methods. The article uses the most successful 10
global airlines adverts, identifies the primary archetypes they used in their
commercials and verifies this conducting an online survey with 390 respondents.
The research finds out that the majority of airline companies successfully use
caregiver and jester archetypes in their commercials. The article also provides
indicators for each of the archetypes used in the commercials and verifies
their reliability through the survey where participants were consistently able
to correctly identify the indicators with nominated archetype for each commercial
as presented to them.
Anahtar Kelimeler
Advertisement Brand Personality Transfer Model Collective Unconscious Archetype
Kaynakça
- Aaker A.D., (2009) Güçlü Markalar Yaratmak, Mediacat 2. Baskı, İstanbul
- Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 347-356
- Achouri, M. A., & Bouslama, N. (2010). The Effect of the Congruence between Brand Personality and Self-Image on Consumers’ Satisfaction and Loyalty: A Conceptual Framework. IBIMA Business Review.
- American Marketing Association - Brand, erişim linki: http://www.marketingpower.com/_layouts/Dictionary.aspx?dLetter=B (29-05- 2011)
- Aylesworth, A. B., Goodstein, R. C., & Goodstein, R. C. (1999). Effect of archetypal embeds on feelings: An indirect route to affecting attitudes?. Journal of Advertising, 28(3), 73-81.
- Devişcemaloğlu, B. “Göstergebilim”, http://www.ege-edebiyat.org/docs/493.pdf, 17 Ekim 2011
- Başfırıncı, Ç., & Çilingir, Z. (2015). Anthropomorphism And Advertising Effectiveness: Moderating Roles Of Product Involvement and The Type Of Consumer Need. Journal of Social and Administrative Sciences, 2(3), 108.
- Batey M., 2008, Brand meaning, Routledge Beebe, J. (2007). Type and archetype. Part two, the arms and their shadow, typeface, 18(3), 22-27.
- Brook S. (2008). Johnnie Walker strolls off with three IPA awards http://www.guardian.co.uk/media/2008/nov/04/advertising-marketingandpr1 Son Erişim 10/08/2017
- Burger, J. M. (2006). Kişilik (Psikoloji Biliminin İnsan Doğasına Dair Söyledikleri). İstanbul: Kaknüs.
- Crowley, (2007) “Cut through Advertising Clutter with Archetypes”, http://www.creativepro.com/article/cut-through-advertising-clutter-with-archetypes 14 Eylül 2011
- Danesi M, (2002) Understanding Media Semiotics, Edward Arnold , London
- Faber, M. A., & Mayer, J. D. (2009). Resonance to archetypes in media: There’s some accounting for taste. Journal of Research in Personality, 43(3), 307-322.
- Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343-373.
- Barış, G., (2012) Antropomorfizm Kişileştirme Eğilimi, The Brandage, Nisan
- Groeppel-Klein, A., Domke, A., & Bartmann, B. (2006). Pretty Woman Or Erin Brockovich? Unconscious and Conscious Reactions to Commercials and Movies Shaped By Fairy Tale Archetpyes–Results From Two Experimental Studies. ACR North American Advances. Holt, D. B. (2003). What becomes an icon most. Harvard business review, 81(3), 43-49.
- Iaccino, J. F. (1998). Jungian reflections within the cinema: A psychological analysis of sci-fi and fantasy archetypes. Greenwood Publishing Group.
- Sadowski, K. (2005).Testimonial in der Werbung, Grin verlag
- Knox, J. (2003). Archetype, attachment, analysis: Jungian psychology and the emergent mind. Psychology Press.
- Mark, M., & Pearson, C. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. McGraw Hill Professional
- Maso-Fleischman, R. (1997). Archetypal research for advertising: a Spanish-language example. Journal of Advertising Research, 37(5), 81-85.
- Matthews, R. (2002). Competition archetypes and creative imagination. Journal of Organizational Change Management, 15(5), 461-476.
- Morris L., Schmolze R. (2006), Consumer Archetypes: A New Approach to Developing Consumer Understanding Frameworks, Journal of Advertising Research, September, 289-300
- Ouwersloot, H., & Tudorica, A. (2001). Brand personality creation through advertising.
- Randazzo, S. (2006). Subaru: The emotional myths behind the brand’s growth. Journal of Advertising Research, 46(1), 11-17.S.
- Skytrax Dünya Havacılık Ödülleri 2011, erişim linki: http://www.worldairlineawards.com (12 Ekim 2012)
- Slabbinck, H., & Roozen, I. T. (2008). The relationship between brand-and media personality characteristics. Review of Business and Economics, 53(2), 161-170.
- Snowden D.J., (2005), Archetypes as an Instrument of Narrative Patterning, ARK: Knowledge Management, Story Special Edition.
- Tarnas R., (2009), Archetypal Principles, Archai: The Journal of Archetypal Cosmology, Volume 1, Number 1 (Summer).
- Thompson, C. J. (2004). Marketplace mythology and discourses of power. Journal of Consumer Research, 31(1), 162-180.
- Till, B. D. (1998). Using celebrity endorsers effectively: lessons from associative learning. Journal of Product & Brand Management, 7(5), 400-409.
- Teker, U. (2002) Grafik Tasarım ve Reklam, Dokuz Eylül Yayınları, 1. Baskı, İzmir,
- Batı, U. (2010) Reklamın Dili, Alfa Basım Yayın, İstanbul,
- Varaprasdreddy, J. (2006). Role of Advertising in Creating Brand Personality. Prieiga per internetą: http://www. indianmba. com/Faculty_Column/FC306/fc306. html (prisijungta 2015 02 10).
- Villate, V. M. (2012). Qualitative research as a hero’s Journey: Six archetypes to draw on. The Qualitative Report, 17(38), 1.
- Walle, A. H. (1986). Archetypes, athletes, and advertising: a Jungian approach to promotion. Journal of Consumer Marketing, 3(4), 21-29.
- Woodside, A. G., Megehee, C. M., & Sood, S. (2012). Conversations with (in) the collective unconscious by consumers, brands, and relevant others. Journal of Business Research, 65(5), 594-602.
- Yazıcıoğlu, Y. ve Erdoğan, S. (2004). Spss uygulamalı bilimsel araştırma yöntemleri. Ankara: Detay Yayıncılık.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 1 Kasım 2017 |
| Yayımlandığı Sayı | Yıl 2017 Cilt: 46 Sayı: 2 |
