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KÜLTÜRLERARASI REKLAM ARAŞTIRMALARI: NIKE 8 MART DÜNYA KADINLAR GÜNÜ REKLAM KAMPANYASI ÖRNEĞİ

Year 2018, Issue: 66, 357 - 375, 15.05.2018

Abstract




Bu çalışmada; global bir marka olan Nike’ın Türkiye, Orta Doğu ve Rusya için hazırladığı 8 Mart Dünya Kadınlar Günü temalı reklam filmlerinde, hangi kültürel değerleri ve çekicilikleri kullandığını ayrıca izleyicilerin reklama yönelik beğeni ifadelerinin neler olduğunu araştırmak amaçlanmıştır. Bu amaç doğrultusunda YouTube izleyici duvar yorumları, içerik analizinden faydalanılarak her üç ülke için ayrı ayrı incelenmiştir. İçerik analizinden elde edilen nitel verilerde; Türkiye için kadına yüklenen ev içi sorumluluk, olumlu ve olumsuz yaklaşımlarla tartışılmış ve kadın gücü, özgürlük, başarı, güç, meslek, para, hırs, rekabet ve özdeşleştirme çekiciliklerine vurgu yapıldığı bulunmuştur. Orta Doğu’da yayınlanan reklamda ise izleyiciler, örtünün reklamda kullanılmasına yönelik farklı görüşler ileri sürmüştür. İzleyici yorumlarından elde edilen çekicilikler ise eşit(siz)lik, aidiyet, ırkçılık, itici güç kadınlar ve sömürüdür. Rusya’da gösterime giren reklamda da kültürel değer olarak, kadınların kendilerini nasıl isterlerse öyle tanımlayabilecekleri, kullanılan reklam sloganı ile benzer şekilde ifade edilse de kadınların erkeklere özenen steroid varlıklar olduğu iddiasında bulunulmuştur. Ayrıca, reklamlarda; dünyayı değiştirme isteği, farklılık, özgürlük, steroid, cinsiyetçilik, seks ve başarı çekicilikleri kullanıldığı tespit edilmiştir. Reklam beğeni ifadelerinin ise her üç ülkede benzerlik gösterdiği bulunmuştur.


References

  • Albers-Miller, N. D. ve Gelb, B. D. (1996). Business advertising appeals as a mirror of cultura dimensions: A study of eleven countries. Journal of Advertising, 25 (4): 57-70. Al-Olayan, F. S. ve Karande, K. (2000). A content analysis of m agazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3): 69-83. Beauvoir de, S. (1993). Kadın ‘ikinci cins’ bağımsızlığa doğru. 8. Basım. İstanbul: Payel Yayınevi. Belk, R. W., Bryce, W. J ve Pollay, R. W. (1985). Advertising themes and cultural values: A comparison o f U.S. and Japanese advertising. In K. C. Mun & T. C. Chan (Eds.), Proceedings o f the Inaugural Meeting o f the Southeast Asia Region (11-20). Hong Kong: Academy o f International Business. Belk, R. W. ve Bryce, W. J. (1986). Materialism and individual determ inism in U.S. and Japanese television advertising. Advances in Consumer Research, (13): 568-572. Benedict, J., Steenkamp, E.M. ve Martijin, G.de J. (2010). A global investigation inti the constellation of consumer attitudes toward global and local products. Journal of Marketing, (74): 18-40. Bilgin, N. (2014). Sosyal bilimlerde içerik analizi teknik ve örnek çalışmalar. Ankara: Siyasal Kitabevi. Biswas, A., Olsen, J. E. ve Carlet, V. (1992). A comparison of print advertisements from the United States and France. Journal of Advertising, 21 (4): 73-81. Bourdieu, P. (2015). Eril Tahakküm. İstanbul: Bağlam Yayınları. Caffyn, J. ve Rogers, N. (1970). British reactions to Tv commercials. Journal of Marketing Research, (10): 21-27. Chan, K. (1999). Cultural values in Hong Kong’s print advertising 1946-1996. International Journal of Advertising, (18): 537-554. Cheng, H. (1994). Reflections o f cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13 (2): 167-183. Cheng, H. ve Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal o f Advertising Research, 36 (3): 27-46. Childers, T. L. ve Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, (19): 198-211. Chiou, J.S. (2002). The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example. International Journal of Advertising, 21(2): 217-36. Cho, B., Kwon, U., Gentry, J. W „ Jun, S. ve Kropp, F. (1999). Cultural values reflected in theme and execution: A com parative study of U.S. and Korean television commercials. Journal of Advertising, 28 (4): 59-74. Dahl, S. (2004). Cross-cultural advertising research: What do we know about the ınfluence of culture on advertising? Middlesex University Business School, London. DOI: 10.2139/ssrn.658221. Eagleton, T. (2005). Kültür Yorumları. İstanbul: Ayrıntı Yayınları. Elden, M. ve Bakır, U. (2010). Reklam çekicilikleri cinsellik, mizah ve korku. İstanbul: İletişim Yayınları. Erbaş, S. (2015). How cultural differences are reflected in magazine advertisements? Comparison of Turkish, British and American advertisements. The Online Journal of Communication and Media, 1(1): 23-27. ………….(2016). Reklam Beğenilirliği. Yayınlanmamış Doktora Tezi. Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü, Eskişehir. Evans, I. G., ve Riyait, S. (1993). Is the message being received? Benetton analysed. International Journal of Advertising, 12(4): 291–301. Fam, K.S. ve Waller, D.S. (2006). Identifying likeable attributes: A qualitative study of television advertisements in Asia. Qualitative Market Research, 9(1): 38-50. Fozsa, L., Insch, A., Krisjanous, F. ve Fam, K.S. (2010). Beliefs about advertising in China: empirical evidence from Hong Kong and Shangai consumers. Journal of Consumer Marketing, 27 (7): 594–603. Frazer, C.F., Sheehan, K.B. ve Patti, C.H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8(3): 149-164. Gazley, A., Krisjanous, J., Fam, K.S. ve Grohs, R. (2012). Like it or not: differences in advertising likeability and dislikeability within Asia. Asia Pasific Journal of Marketing and Logistics, 24(1): 23-40. Gilly, M. C. (1988). Sex role in advertising: A comparison o f television advertisements in Australia, Mexico, and the United States. Journal of Marketing, (52): 75- 85. Gregory, G.D. ve Munch, J.M. (1997). Cultural values in international advertising: an examination of familial norms and roles in Mexico. Psychology&Marketing, 14(2): 99-119. Han, S. P. ve Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, (30): 326-350. Hong, J. W., Muderrisoglu, A., ve Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. magazine advertising. Journal of Advertising, (16): 55-62 Hsing Hsu, C. (2002). Advertising content and cultural consequences: a cross cultural comparison of Taiwanese and U.S. magazine advertisements. A dissertation of doctor of philosophy. The University of Utah. Kartarı, A. (2006). Farklılıklarla yaşamak. Ankara: Ürün Yayınları. Keskin, D. ve Çilingir, Z. (2010). Web sitelerinin globalizasyonu üzerine büyük global amerikan markalarına yönelik bir içerik analizi uygulaması. Eskişehir Osmangazi Üniversitesi İibf Dergisi, 5(2): 51-66. Klein, N. (2012). No logo. Ankara: Bilgi Yayınevi. Koçak, A. Ve Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim, 4(3): 21-28. Lepkowska-White, E., Brashear, T.G. ve Weinberger, M.G. (2003). A test of ad appeal effectiveness in Poland and the United States. Journal of Advertising, 32(3): 57-67. Lin, C. A. (2001). Cultural values reflected in chinese and american television advertising. Journal of Advertising, 30 (4): 83-94. Lull, J. (1991). China turned on: television, reform and resistance. Londra: Routledge. Marquez, F. T. (1975). The relationship of advertising and culture in the Philippines. Journalism Quarterly, (12): 436-442. Milner, L. M. ve Collins, J.M. (2000). Sex-role portrayals and the gender of nations. Journal of Advertising, (29): 67-70. Miracle, G. E., Chang, K. Y. ve Taylor, C. R. (1992a). Culture and advertising executions: A comparison of selected characteristics of Japanese and U.S. television commercials. Journal of International Consumer Marketing, 4 (4): 89-113. Miracle, G. E., Chang, K. Y. ve Taylor, C. R. (1992b). Culture and advertising executions: A comparison of selected characteristics of Korean and U.S. television commercials. International Marketing Review, 9 (4): 5-17. Mooij, M. ve Hofstede, G. (2010). The Hofstede model applictions to global branding and advertising strategy and research. International Journal of Advertising, 29 (1): 85-110. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27 (3): 51-59. …………… (1992). Standardization vs. specialization: An examination of westernization in Japanese advertising. Journal of Advertising Research (January/February): 15-24. Polegato, R. ve Bjerke, R. (2009). Cross cultural differences in ad likeability and ad element likeability: The case of Benetton. Journal of Promotion Management, 15(3): 382-399. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. In J. H. Leigh, & C. R. Martin, Jr. (Eds.), C urrent Issues and Research in Advertising (71-92). Ann Arbor MI: University of M ichigan Graduate School of Business Division of Research. Praet, Carolus L. C. (2007). The nature and role of advertising likeability - A Cross-Cultural Investigation. The Economic Review, 58(2-3): 125-160. Rokeach, Milton J. (1973). The nature of human values. New York: The Free Press. Sinan, A.T. ve Demir, S. (2010). Göstergebilimsel yöntemler ışığında Denizbank reklamının okunması. Turkish Studies, 5(2): 1321-1341. Tai, H.C. Susan (2004). The relationship of cultural values and message strategies in service advertising. Marketing Intelligence & Planning, 22 (4): 438-54. Tansey, R., Hyman, M. R.. ve Zinkhan, G. M. (1990). Cultural themes in Brazilian and U.S. auto ads: A cross-cultural comparison. Journal of Advertising, 19 (2): 30-39. Thompson, .B. (2008). Medya ve modernite. İstanbul: Kırmızı Yayınları. Triandis, H. C. (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96 (3): 506-520. Tse, D. K., Belk, R. W. ve Zhou, N. (1989). Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People’s Republic of China, and Taiwan. Journal of Consumer Behavior, 15(4): 457-472. Unger, L.S. (1995). Observations: A cross cultural study on the affect based model of humor in advertising. Journal of Advertising Research, 35(1): 66-71. Wiles, C. R., Wiles J. A.. ve Tjem lund, A. (1996). The Ideology of advertising: The United States and Sweden. Journal of Advertising Research, (36): 57-66. Zandpour, F., Campos, V. Catalano, J., Cypress Chang, Young Dae Cho, Renee Hoobyar, Shu-Fang Jiang, Man-Chi Lin, Stan Madrid, Holly Scheideler ve Susan T. Osborne (1994). Global reach and local touch: Achieving cultural fitness in TV advertising. Journal of Advertising Research, (September/October): 35-63. Zhang, Y.ve Gelb, B. (1996). Matching advertising appeals to culture: The influence of products’ use conditions. Journal of Advertising, (25): 29-46. Zhang, Y. ve Neelankavil, J. P. (1997). The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study. European Journal of Marketing, 31 (1): 134-149. İnternet Kaynakları Özöğretmen T. D. (2017). ‘4 soruda bizi böyle bilin’, http://www.mediacatonline.com/4-soruda-bizi-boyle-bilin/ , (20.08.2017). What will they say about you? They’ll say you’re the next big thing http://www.wkams.com/#!/work/nike/what-will-they-say-about-you (20.08.2017). Uluslararası Çalışma Örgütü (2017). ‘ILO Araştırmasına göre Türkiye’deki kadınların çoğu ücretli bir işte çalışmak istiyor’, http://www.ilo.org/ankara/news/WCMS_546675/lang--tr/index.htm (17.10.2017).
Year 2018, Issue: 66, 357 - 375, 15.05.2018

Abstract

References

  • Albers-Miller, N. D. ve Gelb, B. D. (1996). Business advertising appeals as a mirror of cultura dimensions: A study of eleven countries. Journal of Advertising, 25 (4): 57-70. Al-Olayan, F. S. ve Karande, K. (2000). A content analysis of m agazine advertisements from the United States and the Arab world. Journal of Advertising, 29 (3): 69-83. Beauvoir de, S. (1993). Kadın ‘ikinci cins’ bağımsızlığa doğru. 8. Basım. İstanbul: Payel Yayınevi. Belk, R. W., Bryce, W. J ve Pollay, R. W. (1985). Advertising themes and cultural values: A comparison o f U.S. and Japanese advertising. In K. C. Mun & T. C. Chan (Eds.), Proceedings o f the Inaugural Meeting o f the Southeast Asia Region (11-20). Hong Kong: Academy o f International Business. Belk, R. W. ve Bryce, W. J. (1986). Materialism and individual determ inism in U.S. and Japanese television advertising. Advances in Consumer Research, (13): 568-572. Benedict, J., Steenkamp, E.M. ve Martijin, G.de J. (2010). A global investigation inti the constellation of consumer attitudes toward global and local products. Journal of Marketing, (74): 18-40. Bilgin, N. (2014). Sosyal bilimlerde içerik analizi teknik ve örnek çalışmalar. Ankara: Siyasal Kitabevi. Biswas, A., Olsen, J. E. ve Carlet, V. (1992). A comparison of print advertisements from the United States and France. Journal of Advertising, 21 (4): 73-81. Bourdieu, P. (2015). Eril Tahakküm. İstanbul: Bağlam Yayınları. Caffyn, J. ve Rogers, N. (1970). British reactions to Tv commercials. Journal of Marketing Research, (10): 21-27. Chan, K. (1999). Cultural values in Hong Kong’s print advertising 1946-1996. International Journal of Advertising, (18): 537-554. Cheng, H. (1994). Reflections o f cultural values: A content analysis of Chinese magazine advertisements from 1982 and 1992. International Journal of Advertising, 13 (2): 167-183. Cheng, H. ve Schweitzer, J. C. (1996). Cultural values reflected in Chinese and U.S. television commercials. Journal o f Advertising Research, 36 (3): 27-46. Childers, T. L. ve Rao, A. R. (1992). The influence of familial and peer-based reference groups on consumer decisions. Journal of Consumer Research, (19): 198-211. Chiou, J.S. (2002). The effectiveness of different advertising message appeals in the Eastern emerging society: using Taiwanese TV commercials as an example. International Journal of Advertising, 21(2): 217-36. Cho, B., Kwon, U., Gentry, J. W „ Jun, S. ve Kropp, F. (1999). Cultural values reflected in theme and execution: A com parative study of U.S. and Korean television commercials. Journal of Advertising, 28 (4): 59-74. Dahl, S. (2004). Cross-cultural advertising research: What do we know about the ınfluence of culture on advertising? Middlesex University Business School, London. DOI: 10.2139/ssrn.658221. Eagleton, T. (2005). Kültür Yorumları. İstanbul: Ayrıntı Yayınları. Elden, M. ve Bakır, U. (2010). Reklam çekicilikleri cinsellik, mizah ve korku. İstanbul: İletişim Yayınları. Erbaş, S. (2015). How cultural differences are reflected in magazine advertisements? Comparison of Turkish, British and American advertisements. The Online Journal of Communication and Media, 1(1): 23-27. ………….(2016). Reklam Beğenilirliği. Yayınlanmamış Doktora Tezi. Anadolu Üniversitesi, Sosyal Bilimler Enstitüsü, Eskişehir. Evans, I. G., ve Riyait, S. (1993). Is the message being received? Benetton analysed. International Journal of Advertising, 12(4): 291–301. Fam, K.S. ve Waller, D.S. (2006). Identifying likeable attributes: A qualitative study of television advertisements in Asia. Qualitative Market Research, 9(1): 38-50. Fozsa, L., Insch, A., Krisjanous, F. ve Fam, K.S. (2010). Beliefs about advertising in China: empirical evidence from Hong Kong and Shangai consumers. Journal of Consumer Marketing, 27 (7): 594–603. Frazer, C.F., Sheehan, K.B. ve Patti, C.H. (2002). Advertising strategy and effective advertising: Comparing the USA and Australia. Journal of Marketing Communications, 8(3): 149-164. Gazley, A., Krisjanous, J., Fam, K.S. ve Grohs, R. (2012). Like it or not: differences in advertising likeability and dislikeability within Asia. Asia Pasific Journal of Marketing and Logistics, 24(1): 23-40. Gilly, M. C. (1988). Sex role in advertising: A comparison o f television advertisements in Australia, Mexico, and the United States. Journal of Marketing, (52): 75- 85. Gregory, G.D. ve Munch, J.M. (1997). Cultural values in international advertising: an examination of familial norms and roles in Mexico. Psychology&Marketing, 14(2): 99-119. Han, S. P. ve Shavitt, S. (1994). Persuasion and culture: Advertising appeals in individualistic and collectivistic societies. Journal of Experimental Social Psychology, (30): 326-350. Hong, J. W., Muderrisoglu, A., ve Zinkhan, G. M. (1987). Cultural differences and advertising expression: A comparative content analysis of Japanese and U.S. magazine advertising. Journal of Advertising, (16): 55-62 Hsing Hsu, C. (2002). Advertising content and cultural consequences: a cross cultural comparison of Taiwanese and U.S. magazine advertisements. A dissertation of doctor of philosophy. The University of Utah. Kartarı, A. (2006). Farklılıklarla yaşamak. Ankara: Ürün Yayınları. Keskin, D. ve Çilingir, Z. (2010). Web sitelerinin globalizasyonu üzerine büyük global amerikan markalarına yönelik bir içerik analizi uygulaması. Eskişehir Osmangazi Üniversitesi İibf Dergisi, 5(2): 51-66. Klein, N. (2012). No logo. Ankara: Bilgi Yayınevi. Koçak, A. Ve Arun, Ö. (2006). İçerik analizi çalışmalarında örneklem sorunu. Selçuk İletişim, 4(3): 21-28. Lepkowska-White, E., Brashear, T.G. ve Weinberger, M.G. (2003). A test of ad appeal effectiveness in Poland and the United States. Journal of Advertising, 32(3): 57-67. Lin, C. A. (2001). Cultural values reflected in chinese and american television advertising. Journal of Advertising, 30 (4): 83-94. Lull, J. (1991). China turned on: television, reform and resistance. Londra: Routledge. Marquez, F. T. (1975). The relationship of advertising and culture in the Philippines. Journalism Quarterly, (12): 436-442. Milner, L. M. ve Collins, J.M. (2000). Sex-role portrayals and the gender of nations. Journal of Advertising, (29): 67-70. Miracle, G. E., Chang, K. Y. ve Taylor, C. R. (1992a). Culture and advertising executions: A comparison of selected characteristics of Japanese and U.S. television commercials. Journal of International Consumer Marketing, 4 (4): 89-113. Miracle, G. E., Chang, K. Y. ve Taylor, C. R. (1992b). Culture and advertising executions: A comparison of selected characteristics of Korean and U.S. television commercials. International Marketing Review, 9 (4): 5-17. Mooij, M. ve Hofstede, G. (2010). The Hofstede model applictions to global branding and advertising strategy and research. International Journal of Advertising, 29 (1): 85-110. Mueller, B. (1987). Reflections of culture: An analysis of Japanese and American advertising appeals. Journal of Advertising Research, 27 (3): 51-59. …………… (1992). Standardization vs. specialization: An examination of westernization in Japanese advertising. Journal of Advertising Research (January/February): 15-24. Polegato, R. ve Bjerke, R. (2009). Cross cultural differences in ad likeability and ad element likeability: The case of Benetton. Journal of Promotion Management, 15(3): 382-399. Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. In J. H. Leigh, & C. R. Martin, Jr. (Eds.), C urrent Issues and Research in Advertising (71-92). Ann Arbor MI: University of M ichigan Graduate School of Business Division of Research. Praet, Carolus L. C. (2007). The nature and role of advertising likeability - A Cross-Cultural Investigation. The Economic Review, 58(2-3): 125-160. Rokeach, Milton J. (1973). The nature of human values. New York: The Free Press. Sinan, A.T. ve Demir, S. (2010). Göstergebilimsel yöntemler ışığında Denizbank reklamının okunması. Turkish Studies, 5(2): 1321-1341. Tai, H.C. Susan (2004). The relationship of cultural values and message strategies in service advertising. Marketing Intelligence & Planning, 22 (4): 438-54. Tansey, R., Hyman, M. R.. ve Zinkhan, G. M. (1990). Cultural themes in Brazilian and U.S. auto ads: A cross-cultural comparison. Journal of Advertising, 19 (2): 30-39. Thompson, .B. (2008). Medya ve modernite. İstanbul: Kırmızı Yayınları. Triandis, H. C. (1989). The self and social behavior in differing cultural contexts. Psychological Review, 96 (3): 506-520. Tse, D. K., Belk, R. W. ve Zhou, N. (1989). Becoming a consumer society: A longitudinal and cross-cultural content analysis of print ads from Hong Kong, the People’s Republic of China, and Taiwan. Journal of Consumer Behavior, 15(4): 457-472. Unger, L.S. (1995). Observations: A cross cultural study on the affect based model of humor in advertising. Journal of Advertising Research, 35(1): 66-71. Wiles, C. R., Wiles J. A.. ve Tjem lund, A. (1996). The Ideology of advertising: The United States and Sweden. Journal of Advertising Research, (36): 57-66. Zandpour, F., Campos, V. Catalano, J., Cypress Chang, Young Dae Cho, Renee Hoobyar, Shu-Fang Jiang, Man-Chi Lin, Stan Madrid, Holly Scheideler ve Susan T. Osborne (1994). Global reach and local touch: Achieving cultural fitness in TV advertising. Journal of Advertising Research, (September/October): 35-63. Zhang, Y.ve Gelb, B. (1996). Matching advertising appeals to culture: The influence of products’ use conditions. Journal of Advertising, (25): 29-46. Zhang, Y. ve Neelankavil, J. P. (1997). The influence of culture on advertising effectiveness in China and the USA: A cross-cultural study. European Journal of Marketing, 31 (1): 134-149. İnternet Kaynakları Özöğretmen T. D. (2017). ‘4 soruda bizi böyle bilin’, http://www.mediacatonline.com/4-soruda-bizi-boyle-bilin/ , (20.08.2017). What will they say about you? They’ll say you’re the next big thing http://www.wkams.com/#!/work/nike/what-will-they-say-about-you (20.08.2017). Uluslararası Çalışma Örgütü (2017). ‘ILO Araştırmasına göre Türkiye’deki kadınların çoğu ücretli bir işte çalışmak istiyor’, http://www.ilo.org/ankara/news/WCMS_546675/lang--tr/index.htm (17.10.2017).
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Details

Primary Language Turkish
Journal Section Research Article
Authors

Sefa Erbaş

Publication Date May 15, 2018
Submission Date May 15, 2018
Published in Issue Year 2018 Issue: 66

Cite

APA Erbaş, S. (2018). KÜLTÜRLERARASI REKLAM ARAŞTIRMALARI: NIKE 8 MART DÜNYA KADINLAR GÜNÜ REKLAM KAMPANYASI ÖRNEĞİ. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler Dergisi(66), 357-375.