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

Year 2019, Volume: 6 Issue: 1, 573 - 586, 21.01.2019

Yonca İrmak Peltekoğlu

https://doi.org/10.17680/erciyesiletisim.482425

Cited By: 1

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. 

Keywords

Tiffany & Co., Cartier, Bulgari, Lüks, Mücevher, Takı, Reklam, Sembolizm, Metinlerarasılık, Çokanlamlılık, Örtülü Reklam, Açık İletişim Teknikleri

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

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.

Keywords

Luxury, Tiffany & Co., Cartier, Bulgari, Jewellery, Advertisement, Symbolism, İntertextuality, Polysemy, Covert Communications, Ostensive Communications

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