SHAKESPEARE AS A CELEBRITY ENDORSER: THE USE OF THE BARD IN CONTEMPORARY ADVERTISING PRACTICES

Yıl 2018, Cilt: 4 Sayı: 1, 113 - 120, 22.05.2018

Sadık Çalışkan

https://doi.org/10.22252/ijca.418727

Öz

Shakespeare'in günümüz edebiyatını ve İngilizce dilini diğer yazarlardan daha fazla etkilediği ve onun zaman ve mekan üstü doğasının radyo ve televizyondan müziğe, sanattan video oyunlarına kadar günlük hayatımıza nüfuz ettiği iyi bilinen bir gerçektir. Shakespeare tarafından icat edilen bir kelime olan reklam Shakespeaere’in  etkisinin hala etkisi olan dallardan biridir. Shakespeare'in modern dünya için ifade ettiği anlam, reklamverenlerin kendisini reklamcılıktaki odak noktası olarak kullanmalarına neden olmuştur.Romantizmin bir sembolü olarak tanınmasının yanı sıra, Shakespeare reklamcılar ratafından ideal insan olarak betimlenmiştir. Onun bir deha, kelime oyunu yeteneğine sahip bir adam, zamansız doğanın bir oyun yazarı olması onu tüketicileri belli marka, ürün ya da hizmetleri satin almak konusunda ikna etmek konusunda yüksek sınıf bir insan yapar. Shakespeare’ın evrenselliği de onun imajından ya da dilinden yararlanmak isteyenler reklam verenler için önemli bir etken olmuştur.Modern reklamcılık tarihi boyunca, yayıncı Jacob Tonson,’dan beri Shakespeare’in oyunlarından sahneler, ünlü sözleri, sonneleri,oyunlarındaki karakterler, adı ve hatta portresi gibi çeşitli  unsurlar üreticiler, dağıtıcılar ve reklamcılar tarafından kullanılmıştır.

Bu çalışmanın amacı,  basılı medya, Tv reklamı, ve interaktif ortamlardaki reklam örnekleri ile Shakespeare’in reklamcılık üzerindeki etkisini ortaya koymaktır. 

Anahtar Kelimeler

Shakespeare, Reklamcılık

SHAKESPEARE AS A CELEBRITY ENDORSER: THE USE OF THE BARD IN CONTEMPORARY ADVERTISING PRACTICES

Öz

It is a well established fact that Shakespeare influenced modern day literature and the English language more than any other writers, and ubiquitous nature of him can be perceived in our daily lives from radio and television to music, from art to video games. Advertising, which is also a word invented by the Bard, is one of the branches in which Shakespeare’s influence is recognized. What Shakespeare represents for the modern world have prompted advertisers to use the Bard as their focus in advertising. Besides being recognized as a symbol of romance, Shakespeare is depicted as the ideal man. He is depicted as a genius, a man with the skill of wordplay, a playwright of timeless nature which makes him a high class man who can persuade people to appreciate brands or purchase goods or services by brands. Shakespeare’s universality has been a significant factor for advertisers to exploit his image or language in advertisements. Throughout modern advertising history, since the publisher, Jacob Tonson, based his trademark on the Chandos portrait, the various elements such as scenes from his plays, his famous quotes, sonnets, the name of characters in his plays even his name or portrait have been used by manufacturers, suppliers and service providers. The aim of the study is to show Shakespeare’s influence on advertising through ad examples of brands from printed media, broadcasting media and interactive media. 

Anahtar Kelimeler

Shakespeare, advertising

Kaynakça

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