Araştırma Makalesi
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REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME

Yıl 2019, Sayı: 4, 41 - 65, 30.04.2019

Özgür Kılınç Sevil Bayçu

Öz

Kokunun sembolik değerleri ve
anlamları bulunmaktadır. Bu açıdan insanın beş duyusundan biri olan koku
kültürel yapıyla ilişkili bir görünüm sunmaktadır. Koku ve kültür kesişiminde
sadece iyi kokan bir ürün olmaktan daha fazlasını ifade eden parfümler reklamlara
da konu olmaktadır. Parfüm reklamları çoğu zaman ürün ile ürünün temsil ettiği
anlamlar arasındaki ilişkiyi çeşitli semboller üzerinden inşa etmektedir.
Görsel içeriklerin öne çıktığı bu reklamlarda ürünün içerdiği vaat birtakım
anlamlar üzerinden reklamın iletişimsel pratiğine dahil olmaktadır. Parfüm
reklamlarını temel alan bu çalışmanın amacı parfüm reklamlarını ürünün nasıl
sunulduğu, görsel sembolizm, aktarılan baskın değer ve reklamdaki yaratıcı
strateji kategorileri açısından incelemektir. Araştırma sonuçları parfüm
reklamlarında ürünün daha çok  “kişi /
kişiler ile birlikte sembolik bir ortamda” sunulduğunu ve bu reklamlarda en
fazla yer verilen görsel sembolizm unsurunun “sihir” ve “kişiselleştirme” olduğunu
ortaya koymuştur. İncelenen reklamlarda en fazla aktarılan baskın değerlerin
“bireysellik” ve “romantizm” olduğu; yaratıcı strateji açısından ise “duygusal
strateji”nin öne çıktığı belirlenmiştir. 

Anahtar Kelimeler

Parfüm Parfüm Reklamları Görsellik

Kaynakça

  • Amalancei, B. M. (2018). Representations of the olfactory concept in advertising: A Case Study. In Argumentum: Journal the Seminar of Discursive Logic, Argumentation Theory & Rhetoric (Vol. 16, No. 1).
  • Beasley, R., & Danesi, M. (2002). Persuasive signs: The semiotics of advertising. Berlin: Mouton de Gruyter.
  • Bigelow, C. (1992). The typography of perfume advertising. In S. V. Toller and G. H. Dodd(Eds.), The fragrance: the psychology and biology of perfume (243-260). Essex: Elsevier.
  • Bitoun, C. (2006). Semiotics, as a tool to understand and take action. The Marketing Review, 6, 111-121.
  • Blanco-Dávila, F. (2000). Beauty and the body: The origins of cosmetics. Plastic and Reconstructive Surgery, 105(3), 1196-1204.
  • Bulmer, S., & Buchanan-Oliver, M. (2004). Meaningless or meaningful? Interpretation and intentionality in post-modern communication. Journal of Marketing Communications, 10(1), 1-15.
  • Callow, M., & Schiffman, L. G. (2004). Sociocultural meanings in visually standardized print ads. European Journal of Marketing, 38(9/10), 1113-1128.
  • Chang, C. (2017). Methodological issues in advertising research: Current status, shifts, and trends. Journal of Advertising, 46(1), 2-20.
  • Classen, C., Howes, D., & Synnott, A. (2003). Aroma: The cultural history of smell. NY: Routledge.
  • Cook, G. (2001). The discourse of advertising. London: Routledge.
  • DeFanti, M., Bird, D., & Caldwell, H. (2012, July). Consumer Perception of Luxury Fragrance Brand Advertising: Measuring the Relative Impact of Brand and Sub-Brand. In Competition Forum (Vol. 10, No. 2, p. 130). American Society for Competitiveness.
  • de Gregorio Godeo, E. (2005). Male-perfume advertising in men’s magazines and visual discourse in contemporary Britain: A social semiotics approach. Image and Narrative.
  • DeLong, M. R., & Bye, E. K. (1990). Apparel for the senses: The use and meaning of fragrances. The Journal of Popular Culture, 24(3), 81-88.
  • Dugan, H. 2011. The ephemeral history of perfume: Scent and sense in early modern England. Baltimore: John Hopkins University Press.
  • Freeland, C. A. (2011). Share the fantasy: Perfume advertising, fashion and desire. In J. Wolfendale and J. Kennett (Eds.), Fashion - philosophy for everyone: Thinking with style (70-87). UK: Wiley Blackwell.
  • Frost, L. (2013). The problem with pleasure: Modernism and its discontents. NY: Columbia University Press.
  • García, F., Baños, M., & Fernández, P. (2011). Structures and archetypal content in advertising communication. Comunicar, 19(37), 187-194.
  • Gargan, M. (2007). Magic romance: On perfume language and the environment. Language & Ecology, 2(1).
  • Goldman, R. (1987). Marketing fragrances: advertising and the production of commodity signs. Theory, Culture & Society, 4(4), 691-725.
  • Graham, J. A. (2000). The psychology of fragrance and aromatherapy. In H. Butler (Ed.), Poucher’s Perfumes, Cosmetics and Soaps (749-767). Dordrecht: Springer.
  • Harman, L. (2006). Human relationship with fragrance. In C. Sell (Ed.), The chemistry of fragrances: from perfumer to consumer (1-2). Cambridge: Royal Society of Chemistry.
  • Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, 3(4), 479-498.
  • Kondracki, N. L., Wellman, N. S., & Amundson, D. R. (2002). Content analysis: Review of methods and their applications in nutrition education. Journal of Nutrition Education and Behavior, 34(4), 224-230.
  • Kubartz, B. (2009). Scent and the City: Perfume, Consumption, and the Urban Economy1. Urban Geography, 30(4), 440-459.
  • Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41.
  • Leiss, W., Kline, S., Jhally, S., Botterill, J., & Asquith, K. (2018). Social communication in advertising. NY: Routledge.
  • Lin, M. (2008). The representation of the Orient in western women perfume advertisements: A semiotic analysis. Intercultural Communication Studies, 17(1), 44-53.
  • Low, K. E. (2005). Ruminations on smell as a sociocultural phenomenon. Current Sociology, 53(3), 397-417.
  • Moeran, B. (2005). Japanese fragrance descriptives and gender constructions: Preliminary steps towards an anthropology of olfaction. Etnofoor, 97-123.
  • Moeran, B. (2010). Fragrance and perfume in West Europe. Available online: http://openarchive.cbs.dk/handle/ 10398/7772 (Erişim Tarihi: 18 Nisan 2018).
  • Mortelmans, D. (1998). Chanel No 5 goes MTV. On the Popularization of the Luxury Perfume Market. PSW-Papers, 2(12): 1–33.
  • Neuendorf, K. A. (2002). The content analysis guidebook. US: Sage.
  • Partington, A. (1996). Perfume: Pleasure, packaging and postmodernity. In P. Kirkham (Ed.), The gendered object (204-218). Manchester: Manchester University Press.
  • Peterson, M., Wise, K., Ren, Y., Wang, Z., & Yao, J. (2017). Memorable metaphor: How different elements of visual rhetoric affect resource allocation and memory for advertisements. Journal of Current Issues & Research in Advertising, 38(1), 65-74.
  • Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity endorsement and consumer buying intention with relation to the television advertisement for perfumes. Management, 5(2), 128-148.
  • Puig, N. (2003). The search for identity: Spanish perfume in the international market. Business History, 45(3), 90-118.
  • Sayre, S. (1992). Content analysis as a tool for consumer research. Journal of Consumer Marketing, 9(1), 15-25.
  • Schreier, M. (2012). Qualitative content analysis in practice. London: Sage.
  • Seitz, V. (1998). Direct response advertising in the US and European markets: a content analysis of fashion products. European Business Review, 98(5), 268-275.
  • Stamelman, R. (2006). Perfume: Joy, obsession, scandal, sin. A cultural history of fragrance from 1750 to the Present. New York: Rizzoli.
  • Tanaka, K. (1994). Advertising language: A pragmatic approach to advertisements in Britain and Japan. London: Routledge.
  • Toncar, M., & Fetscherin, M. (2012). A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent?. European Journal of Marketing, 46(1/2), 52-72.
  • Tuna, S., & Freitas, E. (2012). Gendered adverts: An analysis of female and male images in contemporary perfume ads. Comunicação e Sociedade, 21, 95-108.
  • Weber, R. P. (1990). Basic content analysis (Vol. 49). US: Sage.
  • Whipple, T. W., & McManamon, M. K. (2002). Implications of using male and female voices in commercials: An exploratory study. Journal of Advertising, 31(2), 79-91.
  • Zelman, T. (1992). Language and perfume: A study of symbol-formation. In S. R. Danna (Ed.), Advertising and popular culture: Studies in variety and versatility (109-114). Ohio: Bowling Green State University Popular Press.
  • https://blogs.ucl.ac.uk/researchers-in-museums/2018/07/21/myths-in-the-museum-the-dugong-and-the-mermaid/. Erişim Tarihi: 20.08.2018.
  • https://www.encyclopedia.com/humanities/news-wires-white-papers-and-books/mermaids Erişim Tarihi: 20.08.2018.
  • https://www.encyclopedia.com/medicine/encyclopedias-almanacs-transcripts-and-maps/mermaid. Erişim Tarihi: 20.08.2018.
  • http://www.fragrancefoundationawards.com/the-awards. Erişim Tarihi: 10.09. 2018.
  • http://www.fragrance.org/fragrance-awards/usa-winners/. Erişim Tarihi: 10.09. 2018.

Yıl 2019, Sayı: 4, 41 - 65, 30.04.2019

Özgür Kılınç Sevil Bayçu

Öz

Kaynakça

  • Amalancei, B. M. (2018). Representations of the olfactory concept in advertising: A Case Study. In Argumentum: Journal the Seminar of Discursive Logic, Argumentation Theory & Rhetoric (Vol. 16, No. 1).
  • Beasley, R., & Danesi, M. (2002). Persuasive signs: The semiotics of advertising. Berlin: Mouton de Gruyter.
  • Bigelow, C. (1992). The typography of perfume advertising. In S. V. Toller and G. H. Dodd(Eds.), The fragrance: the psychology and biology of perfume (243-260). Essex: Elsevier.
  • Bitoun, C. (2006). Semiotics, as a tool to understand and take action. The Marketing Review, 6, 111-121.
  • Blanco-Dávila, F. (2000). Beauty and the body: The origins of cosmetics. Plastic and Reconstructive Surgery, 105(3), 1196-1204.
  • Bulmer, S., & Buchanan-Oliver, M. (2004). Meaningless or meaningful? Interpretation and intentionality in post-modern communication. Journal of Marketing Communications, 10(1), 1-15.
  • Callow, M., & Schiffman, L. G. (2004). Sociocultural meanings in visually standardized print ads. European Journal of Marketing, 38(9/10), 1113-1128.
  • Chang, C. (2017). Methodological issues in advertising research: Current status, shifts, and trends. Journal of Advertising, 46(1), 2-20.
  • Classen, C., Howes, D., & Synnott, A. (2003). Aroma: The cultural history of smell. NY: Routledge.
  • Cook, G. (2001). The discourse of advertising. London: Routledge.
  • DeFanti, M., Bird, D., & Caldwell, H. (2012, July). Consumer Perception of Luxury Fragrance Brand Advertising: Measuring the Relative Impact of Brand and Sub-Brand. In Competition Forum (Vol. 10, No. 2, p. 130). American Society for Competitiveness.
  • de Gregorio Godeo, E. (2005). Male-perfume advertising in men’s magazines and visual discourse in contemporary Britain: A social semiotics approach. Image and Narrative.
  • DeLong, M. R., & Bye, E. K. (1990). Apparel for the senses: The use and meaning of fragrances. The Journal of Popular Culture, 24(3), 81-88.
  • Dugan, H. 2011. The ephemeral history of perfume: Scent and sense in early modern England. Baltimore: John Hopkins University Press.
  • Freeland, C. A. (2011). Share the fantasy: Perfume advertising, fashion and desire. In J. Wolfendale and J. Kennett (Eds.), Fashion - philosophy for everyone: Thinking with style (70-87). UK: Wiley Blackwell.
  • Frost, L. (2013). The problem with pleasure: Modernism and its discontents. NY: Columbia University Press.
  • García, F., Baños, M., & Fernández, P. (2011). Structures and archetypal content in advertising communication. Comunicar, 19(37), 187-194.
  • Gargan, M. (2007). Magic romance: On perfume language and the environment. Language & Ecology, 2(1).
  • Goldman, R. (1987). Marketing fragrances: advertising and the production of commodity signs. Theory, Culture & Society, 4(4), 691-725.
  • Graham, J. A. (2000). The psychology of fragrance and aromatherapy. In H. Butler (Ed.), Poucher’s Perfumes, Cosmetics and Soaps (749-767). Dordrecht: Springer.
  • Harman, L. (2006). Human relationship with fragrance. In C. Sell (Ed.), The chemistry of fragrances: from perfumer to consumer (1-2). Cambridge: Royal Society of Chemistry.
  • Harwood, T. G., & Garry, T. (2003). An overview of content analysis. The Marketing Review, 3(4), 479-498.
  • Kondracki, N. L., Wellman, N. S., & Amundson, D. R. (2002). Content analysis: Review of methods and their applications in nutrition education. Journal of Nutrition Education and Behavior, 34(4), 224-230.
  • Kubartz, B. (2009). Scent and the City: Perfume, Consumption, and the Urban Economy1. Urban Geography, 30(4), 440-459.
  • Laskey, H. A., Day, E., & Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41.
  • Leiss, W., Kline, S., Jhally, S., Botterill, J., & Asquith, K. (2018). Social communication in advertising. NY: Routledge.
  • Lin, M. (2008). The representation of the Orient in western women perfume advertisements: A semiotic analysis. Intercultural Communication Studies, 17(1), 44-53.
  • Low, K. E. (2005). Ruminations on smell as a sociocultural phenomenon. Current Sociology, 53(3), 397-417.
  • Moeran, B. (2005). Japanese fragrance descriptives and gender constructions: Preliminary steps towards an anthropology of olfaction. Etnofoor, 97-123.
  • Moeran, B. (2010). Fragrance and perfume in West Europe. Available online: http://openarchive.cbs.dk/handle/ 10398/7772 (Erişim Tarihi: 18 Nisan 2018).
  • Mortelmans, D. (1998). Chanel No 5 goes MTV. On the Popularization of the Luxury Perfume Market. PSW-Papers, 2(12): 1–33.
  • Neuendorf, K. A. (2002). The content analysis guidebook. US: Sage.
  • Partington, A. (1996). Perfume: Pleasure, packaging and postmodernity. In P. Kirkham (Ed.), The gendered object (204-218). Manchester: Manchester University Press.
  • Peterson, M., Wise, K., Ren, Y., Wang, Z., & Yao, J. (2017). Memorable metaphor: How different elements of visual rhetoric affect resource allocation and memory for advertisements. Journal of Current Issues & Research in Advertising, 38(1), 65-74.
  • Priyankara, R., Weerasiri, S., Dissanayaka, R., & Jinadasa, M. (2017). Celebrity endorsement and consumer buying intention with relation to the television advertisement for perfumes. Management, 5(2), 128-148.
  • Puig, N. (2003). The search for identity: Spanish perfume in the international market. Business History, 45(3), 90-118.
  • Sayre, S. (1992). Content analysis as a tool for consumer research. Journal of Consumer Marketing, 9(1), 15-25.
  • Schreier, M. (2012). Qualitative content analysis in practice. London: Sage.
  • Seitz, V. (1998). Direct response advertising in the US and European markets: a content analysis of fashion products. European Business Review, 98(5), 268-275.
  • Stamelman, R. (2006). Perfume: Joy, obsession, scandal, sin. A cultural history of fragrance from 1750 to the Present. New York: Rizzoli.
  • Tanaka, K. (1994). Advertising language: A pragmatic approach to advertisements in Britain and Japan. London: Routledge.
  • Toncar, M., & Fetscherin, M. (2012). A study of visual puffery in fragrance advertising: Is the message sent stronger than the actual scent?. European Journal of Marketing, 46(1/2), 52-72.
  • Tuna, S., & Freitas, E. (2012). Gendered adverts: An analysis of female and male images in contemporary perfume ads. Comunicação e Sociedade, 21, 95-108.
  • Weber, R. P. (1990). Basic content analysis (Vol. 49). US: Sage.
  • Whipple, T. W., & McManamon, M. K. (2002). Implications of using male and female voices in commercials: An exploratory study. Journal of Advertising, 31(2), 79-91.
  • Zelman, T. (1992). Language and perfume: A study of symbol-formation. In S. R. Danna (Ed.), Advertising and popular culture: Studies in variety and versatility (109-114). Ohio: Bowling Green State University Popular Press.
  • https://blogs.ucl.ac.uk/researchers-in-museums/2018/07/21/myths-in-the-museum-the-dugong-and-the-mermaid/. Erişim Tarihi: 20.08.2018.
  • https://www.encyclopedia.com/humanities/news-wires-white-papers-and-books/mermaids Erişim Tarihi: 20.08.2018.
  • https://www.encyclopedia.com/medicine/encyclopedias-almanacs-transcripts-and-maps/mermaid. Erişim Tarihi: 20.08.2018.
  • http://www.fragrancefoundationawards.com/the-awards. Erişim Tarihi: 10.09. 2018.
  • http://www.fragrance.org/fragrance-awards/usa-winners/. Erişim Tarihi: 10.09. 2018.
Toplam 51 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Özgür Kılınç 0000-0002-8697-162X

Sevil Bayçu 0000-0003-0865-6007

Yayımlanma Tarihi 30 Nisan 2019
Gönderilme Tarihi 1 Aralık 2018
Yayımlandığı Sayı Yıl 2019 Sayı: 4

Kaynak Göster

APA Kılınç, Ö., & Bayçu, S. (2019). REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME. Ege Üniversitesi İletişim Fakültesi Medya Ve İletişim Araştırmaları Hakemli E-Dergisi(4), 41-65.
AMA Kılınç Ö, Bayçu S. REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME. Egemia Dergisi. Nisan 2019;(4):41-65.
Chicago Kılınç, Özgür, ve Sevil Bayçu. “REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME”. Ege Üniversitesi İletişim Fakültesi Medya Ve İletişim Araştırmaları Hakemli E-Dergisi, sy. 4 (Nisan 2019): 41-65.
EndNote Kılınç Ö, Bayçu S (01 Nisan 2019) REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME. Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi 4 41–65.
IEEE Ö. Kılınç ve S. Bayçu, “REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME”, Egemia Dergisi, sy. 4, ss. 41–65, Nisan 2019.
ISNAD Kılınç, Özgür - Bayçu, Sevil. “REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME”. Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi 4 (Nisan 2019), 41-65.
JAMA Kılınç Ö, Bayçu S. REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME. Egemia Dergisi. 2019;:41–65.
MLA Kılınç, Özgür ve Sevil Bayçu. “REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME”. Ege Üniversitesi İletişim Fakültesi Medya Ve İletişim Araştırmaları Hakemli E-Dergisi, sy. 4, 2019, ss. 41-65.
Vancouver Kılınç Ö, Bayçu S. REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME. Egemia Dergisi. 2019(4):41-65.
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