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ANIMAL SYMBOLS AND ITS USE IN BRAND MASCOTS

Year 2014, Volume: 11 Issue: 27, 53 - 68, 23.10.2014

Berna Özcan

Abstract

Mascots embodied human specific features are one of the important promotional elements. Establishing close contact with customers, they increase the awareness of the brand so that the brand is preferred in the process of buying decisions. Brand or product heroes that have mascots speak to our inner child and in turn our emotions. Mascots selected mostly from animals and carry symbolic qualities just like people such as charming, friendly, cheerful, sporty, giving and so on carry positive adjectives. Mascots, logos, visual imagery such as corporate colors, as part of the advertisement creation components, establish an emotional bond between the brand and target consumers by reflecting the personality of the brand in customers’ mind. In this study, why and how animal symbols are preferred for brand mascots are discussed

Keywords

Mascots Animal symbols Brand Characters Anthropomorphism

References

  • AAKER, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • AAKER, A. D. (1991). Managing Brand Equity, Capitilazing on the Value of a Brandname, New York: The Free Press. Kitap
  • BURKE, C. & COPENHAVER, J. (2004). "Animals as People in Children‘s Literature". Language Arts. January 2004: 205 – 213.
  • CALLCOTT, M., F., & LEE, Wei-Na.,(1994), “A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials,”Journal of Advertising, 23 (4), 1–12.
  • CALLCOTT, M. F. & ALVEY, P. A. (1991). Toons sell.. .and sometimes they don't: an advertising spokes-character typology and exploratory study. Proceedings of the 1991 conference of the American Academy of Advertising.
  • -
  • CHERNATONY, L. & McDONALD, M.H.B. (1998). Creating Powerful Brands. Burlington: Butterworth Heinemann Ltd. DEDEAL, M. N. (1999). Temel Özellikleriyle Çizgi Canlandırma. İstanbul: Pusula Yayıncılık.
  • FISCHER, P. M., SCHWARTZ M. P., RICHARDS, J. W., GOLDSTEIN A. O. & ROJAS, T. H. (1991). “Brand Logo Recognition by Children Aged 3 to 6 Years, “ Journal of the American Medical Association, 266 (22), 3145-48
  • FURNISS, M. (1998). Art in Motion Animation Aesthetics. School of Film and Television Chapman University, California : John Libbey & Company Limited pp.68
  • FORNIER, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, Vol. 24, pp. 343-370.
  • KELLER, K.L. & RICHEY, K. (2006). The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business. Brand Management, 14(1/2), 74–81. KNAAP, D.E. (2002). Marka Aklı. (Çev.: Akartuna, A.T.). 1.Baskı. İstanbul: MediaCat Kitapları.
  • MACINNIS, D. J., SHAPIRO S.& MANI, G. (1999), Enhancing Brand Through Brand Symbols, Advanced in Consumer Research, Vol.26, pp. 601-614.
  • -
  • OUWERSLOOT, H. & TUDORICA, A. (2001). Brand Personality Creation Through Advertising, Maxx Working Paper Series
  • VERBEKE, W., VERMEIR, I., PIENIAK, Z. & BRUNSO K. (2005). Consumers’ Quality Perception as a Basis For Fish Market Segmentation in Belgium. Ghent University, Working Paper, 2005/351, December, s. 1-32.
  • -
  • İnternet Kaynakları
  • http://www.awfuladvertisements.com/2013/march/the-evolution-of-cheetos-mascot-chester-cheetah.html Erişim Tarihi: 01.05.2013
  • http://en.wikipedia.org/wiki/Chester_Cheetah Erişim Tarihi:16.02.2014
  • http://www.academia.edu/1310505/Girisimciler_Acisindan_Televizyon_Reklamlarinin Marka_Taninirligina_Etkisi Erişim Tarihi: 26.04.2014
  • http://www.statesymbolsusa.org/National_Symbols/Bird_bald_eagle.html Erişim Tarihi: 26.10.2013
  • http://www.britannica.com/EBchecked/topic/27536/anthropomorphism Erişim Tarihi:7.01.2014

HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI

Year 2014, Volume: 11 Issue: 27, 53 - 68, 23.10.2014

Berna Özcan

Abstract

Maskotlar, insana özgü özelliklerin vücut bulduğu önemli tanıtım elemanlarındandır. Tüketicilerle yakın temas kurarak markanın farkındalığının artırılmasına böylece o markanın ürünlerinin satın alma sürecinde tercih edilmesine aracı olurlar. Marka veya ürün kahramanları olan maskotlar, içimizdeki çocuğa dolayısıyla duygularımıza seslenir. Çoğunlukla hayvanlardan seçilen ve simgesel nitelik taşıyan maskotlar tıpkı insanlar gibi sevimli, cana yakın, neşeli, sportmen, yardım sever vb. olumlu sıfatlar taşırlar. Reklam yaratım bileşenlerinden maskotlar, logolar, kurum renkleri gibi görsel imgeler, tüketici zihninde marka kişiliğini yansıtarak hedef tüketici ile marka arasında duygusal bağ kurulması işlevini yerine getirirler. Bu araştırmada marka maskotlarında hayvan sembollerine neden ve nasıl yer verildiği konusu ele alınmıştır.

Keywords

Maskot Hayvan Sembolleri Marka Karakterleri İnsanbiçimcilik

References

  • AAKER, J. L. (1997). Dimensions of Brand Personality. Journal of Marketing Research, 34(3), 347–356.
  • AAKER, A. D. (1991). Managing Brand Equity, Capitilazing on the Value of a Brandname, New York: The Free Press. Kitap
  • BURKE, C. & COPENHAVER, J. (2004). "Animals as People in Children‘s Literature". Language Arts. January 2004: 205 – 213.
  • CALLCOTT, M., F., & LEE, Wei-Na.,(1994), “A Content Analysis of Animation and Animated Spokes-Characters in Television Commercials,”Journal of Advertising, 23 (4), 1–12.
  • CALLCOTT, M. F. & ALVEY, P. A. (1991). Toons sell.. .and sometimes they don't: an advertising spokes-character typology and exploratory study. Proceedings of the 1991 conference of the American Academy of Advertising.
  • -
  • CHERNATONY, L. & McDONALD, M.H.B. (1998). Creating Powerful Brands. Burlington: Butterworth Heinemann Ltd. DEDEAL, M. N. (1999). Temel Özellikleriyle Çizgi Canlandırma. İstanbul: Pusula Yayıncılık.
  • FISCHER, P. M., SCHWARTZ M. P., RICHARDS, J. W., GOLDSTEIN A. O. & ROJAS, T. H. (1991). “Brand Logo Recognition by Children Aged 3 to 6 Years, “ Journal of the American Medical Association, 266 (22), 3145-48
  • FURNISS, M. (1998). Art in Motion Animation Aesthetics. School of Film and Television Chapman University, California : John Libbey & Company Limited pp.68
  • FORNIER, S. (1998). Consumers and their brands: developing relationship theory in consumer research. Journal of Consumer Research, Vol. 24, pp. 343-370.
  • KELLER, K.L. & RICHEY, K. (2006). The Importance of Corporate Brand Personality Traits to a Successful 21st Century Business. Brand Management, 14(1/2), 74–81. KNAAP, D.E. (2002). Marka Aklı. (Çev.: Akartuna, A.T.). 1.Baskı. İstanbul: MediaCat Kitapları.
  • MACINNIS, D. J., SHAPIRO S.& MANI, G. (1999), Enhancing Brand Through Brand Symbols, Advanced in Consumer Research, Vol.26, pp. 601-614.
  • -
  • OUWERSLOOT, H. & TUDORICA, A. (2001). Brand Personality Creation Through Advertising, Maxx Working Paper Series
  • VERBEKE, W., VERMEIR, I., PIENIAK, Z. & BRUNSO K. (2005). Consumers’ Quality Perception as a Basis For Fish Market Segmentation in Belgium. Ghent University, Working Paper, 2005/351, December, s. 1-32.
  • -
  • İnternet Kaynakları
  • http://www.awfuladvertisements.com/2013/march/the-evolution-of-cheetos-mascot-chester-cheetah.html Erişim Tarihi: 01.05.2013
  • http://en.wikipedia.org/wiki/Chester_Cheetah Erişim Tarihi:16.02.2014
  • http://www.academia.edu/1310505/Girisimciler_Acisindan_Televizyon_Reklamlarinin Marka_Taninirligina_Etkisi Erişim Tarihi: 26.04.2014
  • http://www.statesymbolsusa.org/National_Symbols/Bird_bald_eagle.html Erişim Tarihi: 26.10.2013
  • http://www.britannica.com/EBchecked/topic/27536/anthropomorphism Erişim Tarihi:7.01.2014
There are 22 citations in total.

Details

Primary Language Turkish
Journal Section Araştırma Makaleleri
Authors

Berna Özcan

Publication Date October 23, 2014
Published in Issue Year 2014 Volume: 11 Issue: 27

Cite

APA Özcan, B. (2014). HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11(27), 53-68.
AMA Özcan B. HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. October 2014;11(27):53-68.
Chicago Özcan, Berna. “HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI”. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 11, no. 27 (October 2014): 53-68.
EndNote Özcan B (October 1, 2014) HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 11 27 53–68.
IEEE B. Özcan, “HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI”, Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 11, no. 27, pp. 53–68, 2014.
ISNAD Özcan, Berna. “HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI”. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 11/27 (October 2014), 53-68.
JAMA Özcan B. HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2014;11:53–68.
MLA Özcan, Berna. “HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI”. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, vol. 11, no. 27, 2014, pp. 53-68.
Vancouver Özcan B. HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI. Mustafa Kemal Üniversitesi Sosyal Bilimler Enstitüsü Dergisi. 2014;11(27):53-68.

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