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Tiffany & Co., Cartier ve Bulgari— Lüks Mücevherde Basılı Reklam Analizi

Year 2019, , 573 - 586, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.482425

Abstract

Lüks ürünler, tarihleri boyunca toplumun belli bir kısmı tarafından tüketilebilen
ve sadece kusursuz tasarım ve işçilikten öte onlara sahip olan kişilere kendilerini
nasıl hissettirdikleri ve sadece kullanımları ile çevreye verdikleri mesaj ile anıldı.
Lüks, günümüzde ürünün ne olduğu ile değil, ürünün tüketiciye yaşattığı deneyim ve
markanın sembolize ettiği anlam ile tarif ediliyor. Lüks ürünleri kullanan tüketiciler,
ürünün onlara kendilerini nasıl hissettirdiğini ve satın alacakları markanın diğer
insanlara hangi duyguları çağrıştırdığını ön planda tutarak mücevher gibi ürünlerin
tüketimini gerçekleştiriyorlar. Bu nedenle, bu makalede ele alınan lüks mücevher
markaları ve ürünleri artık sadece kıyafet tamamlayıcı aksesuarlar olarak değil, kendi
başlarına da birer anlam ifade eden statü ve varlık sembolleri haline gelmişlerdir.
Dünyada bu tür lüks ve/veya gösterişli ürünlere vakit ve sermaye ayırmış olan ve
ayırabilmeye devam edenler, bunu sadece yapabildikleri için değil, daha ziyade
sosyal statülerini olduğundan daha da ileriye taşıdıklarını hissedebildikleri için
yapan küçük ve elit bir grubun parçası olma hissi bile, Tiffany & Co., Cartier ve
Bulgari gibi ikonlaşmış mücevher markalarının basılı reklamlarında müşterilerinin
ilgisini çekebilmek için aleni ve alışılmış iletişim tekniği kullanma ihtiyacını ortadan
kaldırıyor. Bu bilgilerin ışığında, bu makalede Tiffany & Co., Cartier ve Bulgari
markalarının ikonik parçalarına ait birer basılı reklam kampanyası, kullanılan
iletişim teknikleri açısından ele alınacak, her bir markanın reklamı ayrıca incelenecek
ve yazar tarafından da yorumlanacaktır. 

References

  • Ashley, C., & Leonard, H. A. (2009). Betrayed by the buzz? Covert content and consumer–brand relationships. Journal of Public Policy & Marketing, 28(2), 212-220.
  • Carrier, J. (1990). The symbolism of possession in commodity advertising. Man, 693- 706.
  • Chandon, J. L., Laurent, G., & Valette-Florence, P. (2016). Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”. Journal of Business Research, 69(1), 299-303.
  • Charlotte Tilbury Australia. (2016). THE DOLCE VITA LIP KIT. [online] Available at: http://www.charlottetilbury.com/au/the-dolce-vita-lip-kit.html [Accessed 22 Mar. 2018].
  • Conradie, M. (2012). Anonymous vs. acknowledged intertexts: A relevance theoretic approach to intertextuality in print advertising. Southern African Linguistics and Applied Language Studies, 30(3), 293-310.
  • Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M., & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101-107.
  • Gardner, B. B., & Levy, S. J. (1999). The product and the brand. Brands, Consumers, Symbols and Research: Sidney J Levy on Marketing, 131-140.
  • Getty Images. (2018). A Tiffany & Co. Store Ahead Of Earnings Figures. [online] Available at: https://www.gettyimages.co.uk/event/tiffany-co-store-aheadof-earnings-figures-556392087?#vehicles-pass-the-tiffany-co-flagshipstore-on-5th-avenue-in-new-york-picture-id474786214 [Accessed 21 Mar. 2018].
  • Ghosh, A., & Varshney, S. (2013). Luxury goods consumption: a conceptual framework based on literature review. South Asian Journal of Management, 20(2), 146. Hirschman, E. C. (1986). The creation of product symbolism. ACR North American Advances.
  • I.pinimg.com. (n.d.). [online] Available at: https://i.pinimg.com/ originals/78/70/58/787058ac6e4d255f9fdb3608640edeeb.jpg [Accessed 22 Mar. 2018].
  • JETSET Mag. (2012). CARTIER: A WINTER TALE - JETSET Mag. [online] Available at: http://jetsetfashionmagazine.com/wordpress/shopping/cartier-a-wintertale [Accessed 21 Mar. 2018].
  • Kuppens, A. H. (2009). English in advertising: Generic intertextuality in a globalizing media environment. Applied Linguistics, 31(1), 115-135.
  • Landwehr, M. (2002). Introduction: Literature and the visual arts; questions of influence and intertextuality. College literature, 29(3), 1-16. Lloyd, S., & Woodside, A. G. (2013). Animals, archetypes, and advertising (A3): The theory and the practice of customer brand symbolism. Journal of Marketing Management, 29(1-2), 5-25.
  • Mail Online. (2012). Che bella! Monica Bellucci creates lipstick line for Dolce & Gabbana - and shows off that perfect pout in brand new campaign. [online] Available at: http://www.dailymail.co.uk/femail/article-2102726/Che-bella-MonicaBellucci-creates-lipstick-line-Dolce--Gabbana--shows-perfect-pout-brandnew-campaign.html [Accessed 22 Mar. 2018].
  • Marquet, S. (2014). Tiffany & Co. Christmas 2014 Campaign. [online] Bellomag. com. Available at: http://www.bellomag.com/tiffany-co-christmas-2014- campaign/ [Accessed 20 Mar. 2018].
  • Nerlich, B., Todd, Z., Herman, V., & Clarke, D. D. (Eds.). (2003). Polysemy: Flexible patterns of meaning in mind and language(Vol. 142). Walter de Gruyter.
  • Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
  • Puntoni, S., Schroeder, J. E., & Ritson, M. (2010). Meaning matters. Journal of Advertising, 39(2), 51-64.
  • Salmaglamour. (2011). Rachel Weisz for Bulgari Fall 2011 Ad Campaign. [online] Available at: https://salmaglamour.wordpress.com/2011/09/18/rachelweisz-for-bulgari-fall-2011-ads-campaigns/737633350_celebutopia_ net_rachel_weisz_bulgari_fall_winter_2011_scanned_by_kroqjock_ hq_1_122_251lo-3/ [Accessed 21 Mar. 2018].
  • Shukla, P., Banerjee, M., & Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323-331.
  • Tanaka, K. (1999). Advertising language: A pragmatic approach to advertisements in Britain and Japan. Psychology Press.
  • Ueacharoenkit, S. (2013). Experiential marketing–A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand (Doctoral dissertation, Brunel University Brunel Business School PhD Theses).
  • Vicente, A. (2017). Polysemy and word meaning: an account of lexical meaning for different kinds of content words. Philosophical Studies, 1-22.
  • Witwer, O. (2017). The Search for an Identity: The Merging of the Past and Present to Form a Future in Italian Culture.

Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements

Year 2019, , 573 - 586, 21.01.2019
https://doi.org/10.17680/erciyesiletisim.482425

Abstract

Historically known to be savoured by the selected few, luxury products are famous
for not only their immaculate designs and artistry, but also how they make their
possessors feel once they are put on and the messages they convey to others who
see them. Luxury is not defined by what the product is, but rather what kind of an
experience the product offers and what meaning the brand symbolises. Hence, these
pieces of fine jewellery have ceased to be a way to accessorise outfits, they have
become status and wealth symbols in their own right. Therefore, luxury products
also provide satisfaction in the sense that their users feel good and accomplished
for having access to these items. Being able to be a member of the elite group of
consumers who are able to afford such extravagances; the people who have added,
and continue to add, such jewellery pieces to their collection do so not only because
they can, but because doing so elevates their status, rendering it unnecessary for
such iconic jewellery houses as Tiffany & Co., Cartier and Bulgari to have to rely on
overt communication techniques in their print ads to capture the attention of their
consumers. In this light, this article will focus on print advertisements by Tiffany &
Co., Cartier and Bulgari for their iconic jewellery pieces with regard to the techniques
used such as symbolism, intertextuality, and polysemy, and include a short analysis
for each advertisement by the author.

References

  • Ashley, C., & Leonard, H. A. (2009). Betrayed by the buzz? Covert content and consumer–brand relationships. Journal of Public Policy & Marketing, 28(2), 212-220.
  • Carrier, J. (1990). The symbolism of possession in commodity advertising. Man, 693- 706.
  • Chandon, J. L., Laurent, G., & Valette-Florence, P. (2016). Pursuing the concept of luxury: Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to Innovation”. Journal of Business Research, 69(1), 299-303.
  • Charlotte Tilbury Australia. (2016). THE DOLCE VITA LIP KIT. [online] Available at: http://www.charlottetilbury.com/au/the-dolce-vita-lip-kit.html [Accessed 22 Mar. 2018].
  • Conradie, M. (2012). Anonymous vs. acknowledged intertexts: A relevance theoretic approach to intertextuality in print advertising. Southern African Linguistics and Applied Language Studies, 30(3), 293-310.
  • Cristini, H., Kauppinen-Räisänen, H., Barthod-Prothade, M., & Woodside, A. (2017). Toward a general theory of luxury: Advancing from workbench definitions and theoretical transformations. Journal of Business Research, 70, 101-107.
  • Gardner, B. B., & Levy, S. J. (1999). The product and the brand. Brands, Consumers, Symbols and Research: Sidney J Levy on Marketing, 131-140.
  • Getty Images. (2018). A Tiffany & Co. Store Ahead Of Earnings Figures. [online] Available at: https://www.gettyimages.co.uk/event/tiffany-co-store-aheadof-earnings-figures-556392087?#vehicles-pass-the-tiffany-co-flagshipstore-on-5th-avenue-in-new-york-picture-id474786214 [Accessed 21 Mar. 2018].
  • Ghosh, A., & Varshney, S. (2013). Luxury goods consumption: a conceptual framework based on literature review. South Asian Journal of Management, 20(2), 146. Hirschman, E. C. (1986). The creation of product symbolism. ACR North American Advances.
  • I.pinimg.com. (n.d.). [online] Available at: https://i.pinimg.com/ originals/78/70/58/787058ac6e4d255f9fdb3608640edeeb.jpg [Accessed 22 Mar. 2018].
  • JETSET Mag. (2012). CARTIER: A WINTER TALE - JETSET Mag. [online] Available at: http://jetsetfashionmagazine.com/wordpress/shopping/cartier-a-wintertale [Accessed 21 Mar. 2018].
  • Kuppens, A. H. (2009). English in advertising: Generic intertextuality in a globalizing media environment. Applied Linguistics, 31(1), 115-135.
  • Landwehr, M. (2002). Introduction: Literature and the visual arts; questions of influence and intertextuality. College literature, 29(3), 1-16. Lloyd, S., & Woodside, A. G. (2013). Animals, archetypes, and advertising (A3): The theory and the practice of customer brand symbolism. Journal of Marketing Management, 29(1-2), 5-25.
  • Mail Online. (2012). Che bella! Monica Bellucci creates lipstick line for Dolce & Gabbana - and shows off that perfect pout in brand new campaign. [online] Available at: http://www.dailymail.co.uk/femail/article-2102726/Che-bella-MonicaBellucci-creates-lipstick-line-Dolce--Gabbana--shows-perfect-pout-brandnew-campaign.html [Accessed 22 Mar. 2018].
  • Marquet, S. (2014). Tiffany & Co. Christmas 2014 Campaign. [online] Bellomag. com. Available at: http://www.bellomag.com/tiffany-co-christmas-2014- campaign/ [Accessed 20 Mar. 2018].
  • Nerlich, B., Todd, Z., Herman, V., & Clarke, D. D. (Eds.). (2003). Polysemy: Flexible patterns of meaning in mind and language(Vol. 142). Walter de Gruyter.
  • Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
  • Puntoni, S., Schroeder, J. E., & Ritson, M. (2010). Meaning matters. Journal of Advertising, 39(2), 51-64.
  • Salmaglamour. (2011). Rachel Weisz for Bulgari Fall 2011 Ad Campaign. [online] Available at: https://salmaglamour.wordpress.com/2011/09/18/rachelweisz-for-bulgari-fall-2011-ads-campaigns/737633350_celebutopia_ net_rachel_weisz_bulgari_fall_winter_2011_scanned_by_kroqjock_ hq_1_122_251lo-3/ [Accessed 21 Mar. 2018].
  • Shukla, P., Banerjee, M., & Singh, J. (2016). Customer commitment to luxury brands: Antecedents and consequences. Journal of Business Research, 69(1), 323-331.
  • Tanaka, K. (1999). Advertising language: A pragmatic approach to advertisements in Britain and Japan. Psychology Press.
  • Ueacharoenkit, S. (2013). Experiential marketing–A consumption of fantasies, feelings and fun. An investigation of the relationship between brand experience and loyalty within the context of the luxury cosmetics sector in Thailand (Doctoral dissertation, Brunel University Brunel Business School PhD Theses).
  • Vicente, A. (2017). Polysemy and word meaning: an account of lexical meaning for different kinds of content words. Philosophical Studies, 1-22.
  • Witwer, O. (2017). The Search for an Identity: The Merging of the Past and Present to Form a Future in Italian Culture.
There are 24 citations in total.

Details

Primary Language English
Journal Section Articles in Foreign Languages
Authors

Yonca İrmak Peltekoğlu 0000-0003-2955-0949

Publication Date January 21, 2019
Submission Date November 13, 2018
Published in Issue Year 2019

Cite

APA Peltekoğlu, Y. İ. (2019). Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements. Erciyes İletişim Dergisi, 6(1), 573-586. https://doi.org/10.17680/erciyesiletisim.482425