MODA MARKALARININ PAZARLAMA İLETİŞİMİNDE ŞİDDET: SHOCKVERTISING

Zeynep Bayazıt; Uğur Cevdet Panayırcı

VIOLENCE IN MARKETING COMMUNICATION EFFORTS OF FASHION BRANDS: SHOCKVERTISING

Year 2015, Issue: 11 - İstanbul Sosyal Bilimler Dergisi, 1 - 20, 03.02.2016

Abstract

Contemporary social and technological changes inevitably affect consumer behaviour. Today’s customer is savvy, have no time and hard to persuade. This new relationship between customers and brands has a deeper impact on competitive industries such as fashion. Fashion brands are eager to adopt shocking themes for their marketing communication efforts in order to emotionally affect and challenge consumers. Aim of this study is to study with a critical perspective the advertisement efforts of fashion companies that adopted shockvertising concept.

Keywords

Marketing Communication, Advertising, Fashion Communication, Violence, Shockvertising

References

Adaval, R. ve Wyer, R.S. (1998). “The role of narratives in consumer information processing”, Journal of Consumer Psychology, Vol. 7 No. 3, ss. 207-45.
Anderson, C.A, C.N. De Wall, Brad J. Bushman.(2011). “The General Aggresion Model: Theoretical Extension to Violence” Psychology of Violence, Vol.1, No.3, ss245-258.
Andersson, S., A. Hedelin, A. Nilsson, C. Welander.(2004) “Violent Advertising in Fashion Marketing” Journal of Fashion Marketing and Management, Vol.8. No.1. ss.96-112.
Avolio, L., Martens, C. (2009). “You like that, huh?”http://observers.france24.com/en/20090203-you-like-that-huh-relish-advertising-campaign-milan-sexual-abuse
Aziz, Aysel (1994), ‘Toplumda Kadın: Kadın Şiddet ve İletişim’ içinde Dünya’da ve Türkiye ‘de Güncel Sosyolojik Gelişmeler, Sosyoloji Derneği Yayınları. Ankara. ss.501-516
Banyte, J., K. Paskeviciute, A. Rutelione.(2014) ”Features of shocking advertizing impact on consumers in commercial and social context” Innovative Marketing, Vol.10 No.2. ss.35-46.
Barnard Malcolm. Fashion as Communication. 2nd Edition. USA ve Kanada: Routledge, 2007.
Burke, M.C. and Edell, J.A. (1989), “The impact of feelings on ad-based affect and cognition”, Journal of Marketing Research, Vol. 26 No. 1, ss. 69-83.
Cochrane, K. (2014) "How female corpses became a fashion trend”http: //www.theguardian.com lifeandstyle/womens-blog/2014/jan/09/female-corpses-fashiontrend-marc-jacobs-miley-cyrus
Dahl D.W., Frankenberger K.D., Manchanda R.V. (2003). “Does It Pay to Shock? Reactions to Shocking and Nonshocking Advertizing Content among University Students”, Journal of Advertising Research, 9, ss. 268-280.
Denys, P. (2011). “Animals and Women as Meat”. The Brock Review, 12(1), 1–7.
Eagle, L., Bruin A. , Blumer, S. (2002). “Violence, Values and the electronic media environment” Corporate Communications: An International Journal. Vol.7 No.1 ss 25-33
Evans, Martin. (1989) “Consumer Behaviour Toward Fashion”. European Journal of Marketing. Vol.23, No.7. ss.7-16.
Gartner, William (1986), “Temporal Influences on ImageChange” Annals of Tourism Research,vol: 13, no: 4, ss. 635-644
Kunkel, D., B.Wilson, E.,Donnerstein, D. Linz, S. Smith, T. Gray, E. Blumenthal, and W.J.3 Potter. (1995) “Measuring television violence: the importance of context”, Journal of Broadcasting & Electronic Media, Vol. 39, , ss. 284-291.
Lorenz, Konrad. (1996) “Saldırganlığın Spontanlığı“, Cogito. sayı 6-7. Kış-Bahar. ss.165-168.
Mandel, N., Petrova, Petia K., Cialdini, Robert V. (2006). Images of Success and the preference of luxury Brands Journal of Consumer Psychology. Vol. 16, No.1, ss.57-69
Moore D.J., Harris W. (1996). “Affect Intensity and the Consumer’s Attitude toward High Impact Emotional Advertising Appeals“, Journal of Advertising, 25 (2), ss. 37-50.
Nam, K., I. N., Frith, K. T.(2015) “Consumers’ Responses Towards Provocative Advertising for Social Cause“, The Journal of Advertising and Promotion Research, Vol.4 No.1 ss.109-141
Petrova, Petia K. ve Robert V. Cialdini. (December 2005) “Fluency of Consumption Imagery and The Backfire Effects of Imagery Appeals”. Journal of Consumer Research. Vol.32.ss.442-452.
Pickton, D. & Broderick, A., (2005). Integrated Marketing Communications (2nd ed). Pearson Education Limited, Edinburgh, UK.
Prendergast, G., Ho, B. and Phau, I. (2002), “A Hong Kong view of offensive advertising”, Journal of Marketing Communications, Vol. 8 No. 3, ss. 165-177.
Sabri, Ouidade. (2012) “Preliminary investigation of the communication effects of “taboo” themes in advertising ”, European Journal of Marketing, Vol. 46 No. 1/2 ss.215-236.
Söderlund M. ve M. Dahlen.( 2010 ) “ The Killer ad: an assessment of advertising violence” European Journal of Marketing, Vol.44. No.11/12, ss. 1811-1838.
Stevens, L. ve MacLaran P. (2005) “ Exploring the shopping imaginery: The dreamworld of women’s magazines ” Journal of Consumer Behaviour. Vol.4 No.4 ss.282-292
Urwin, Brandon ve Marike Venter. (2014) “ Shock Advertising: Not So Shocking Anymore. An Investigation among Generation Y’ Mediterranean Journal of Social Sciences, vol.5 no.21, ss.203-214.
U.S. Census Bureau, National Crime victimization Study. Washington D.C. 2000. http://www.bjs.gov/index.cfm?ty=pbo
Vezina, R. ve Paul, O. (1997). “ Provocation in advertising: A conceptualization and an empirical assessment”. International Journal of Research in Marketing. Vol. 14. Issue 2. Ss.177-192.
World Health Organization. Prevention of violence: a public health priority”. Forty- ninth Assembly May 20-25, 1996, Geneva, Switzerland. World Health Association
Yalçın, Ö., A. Erdoğan.(2013) “Şiddet ve Agresyonun Nörobiyolojik, Psikososyal ve Çevresel Nedenleri ” Psikyatride Güncel Yaklaşımlar, Vol.5. No.4 ss.388-419.