İkna Teorileri Çerçevesinde Yapı Reklamlarının Analizi

Abstract

Bilgi vermek, dikkat çekmek, etkilemek, tanıtmak, hatırlatmak, pazarlama iletişimi çabalarını desteklemek, ürün veya markaya değer eklemek gibi standart işlevleri olan reklam, imaj tesis ederek ürünlerin / markaların algı yönetimine katkıda bulunmaktadır. Söz konusu reklamlarda duygusal satış vaadi (ESP) diline uygun olarak inşa edilen söylem, ikna teorileri temelinde araştırılmaya değer görünmektedir. Yaratıcı stratejisi bakımından dile getirdiği savlar ve imaj söylemiyle dikkat çeken yapı reklamları “Ethos-Pathos-Logos (Aristo)”, “İhtiyaçlar Hiyerarşisi (Maslow)”, “Gizli İhtiyaçlar (Packard)”, “Azlık Prensibi (Cialdini)” gibi ikna literatüründe yer tutan teoriler / kavramlar çerçevesinde yorumlanabilir görünmektedir. Bu doğrultuda araştırmada -geleneksel kitle iletişim araçlarından biri olan- ulusal televizyon kanallarının prime time kuşağı temel alınmaktadır. Televizyon kanallarının prime time aralığında (20.00-00.00) ilk kuşakta gösterilen yapı reklamları araştırmanın örneklemini oluşturmaktadır. Tesadüfi örneklemle söz konusu zaman diliminde gösterilen ilk sıradaki yapı reklamları, Puto ve Wells’in mesaj stratejileri; Aristo, Packard ve Cialdini’nin iknaya yönelik ve Maslow’un ihtiyaçlara yönelik yaklaşımları temel alınarak analiz edilmektedir. Söylem olarak irrasyonel çekicilik ögeleri içeren -özellikle yüksek ilginlik isteyen ürünlerin yer aldığı- reklamlarda yaşam tarzına yönelik transformasyonel dilin kullanıldığı görülmektedir. Sınıflandırma bağlamında ürün ve hizmet reklamlarından olan yapı reklamları Puto ve Wells’in ifade ettiği “kullanıcı imajı” ve “marka imajı” gibi transformasyonel mesaj stratejisine uygun iletişim unsurları taşımaktadır.

Keywords

• İkna,Yapı reklamları,Reklam ve kültür

Analysis of Construction Advertisements Within the Framework of Persuasion Theories

Abstract

Advertisements, which have standard functions such as giving information, drawing attention, influencing, promoting, reminding, supporting marketing communication efforts, adding value to a product or brand, contribute to perception management of products / brands by establishing an image. The discourse, which is constructed in accordance with the emotional sales promise (ESP) in these ads, seems to be worth investigating on the basis of persuasion theories. Construction ads that attract attention with their arguments and image discourse in terms of creative strategy seems to be interpretable within the framework of theories / concepts involved in persuasion literature such as “Ethos-Pathos-Logos (Aristo)”, “Hierarchy of Needs (Maslow)”, “Hidden Needs (Packard)”, “The Principle of Scarcity (Cialdini).” In this direction, the research is based on the prime time period of national television channels, which is one of the mass communication tools. The construction ads shown in the first period of the prime time interval (20.00-00.00) of the five most watched channels constitute the sample of the research. With the random sampling, the first construction ads shown in that time period are analysed based on Puto and Wells’ message strategies, approaches of Aristotle, Packard and Cialdini towards persuasion and Maslow’s approach towards the needs. It is observed that in advertisements containing irrational appeals elements -especially those with high involvement- as discourse, transformational language is used for lifestyle. In the context of classification, construction ads that are product and service ads have communication elements appropriate to the transformational message strategy, such as “user image” and “brand image” expressed by Puto and Wells.

Keywords

• Persuasion,Construction ads,Advertising and culture

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