Abstract
It is no argument that the world has become an increasingly interactive place. This is an obvious result of globalization. In direct parallel to this, different brands have adapted their advertising strategies wherein they produced advertisements for particular countries, coded with images of their particular culture. The type of products the producers put forward and the way these products are presented to consumers in regards of cultural codes will be evaluated. This study will take into consideration a particular product of the brand Pringles, which is a globally well-known brand, and is sold all around the United Kingdom, is being analyzed. The product called Kebap the package design will be examined according to Roland Barthes’s semiotic methodology, in the light of globalization and localization.
Keywords
References
- Ayhan, Altay. “Yaşamdan Örneklerle Yedi Adımda Markalaşma”, İstanbul:Sistem, 2012.
- Alikişioğlu, Mehmet. “Reklamın İyisi”, İstanbul:Optimist, 2012.
- Akerson, Fatma. “Göstergebilime Giriş”, İstanbul:Multilingual, 2005.
- Berger, Arthur Asa. “Kültür Eleştirisi – Kültürel Kavramlara Giriş”. Çev:Özgür Emir, İstanbul:Pinhan, 2011.
- Bischoff, Eva. “Hybrid Cultures - Nervous States: Britain and Germany in a (Post) Colonial World”. Der: Ulrike Lindner ve Maren Möhring ve Mark Stein ve Silke Stroh. Hollanda, 20 Demirbağ Kaplan, M ve T. Baltacıoğlu. “Küresel Markalama Stratejileri”. N. Timur ve A. Özmen (Ed.) Stratejik Küresel Pazarlama içinde. Ankara:Eflatun, 2009.
- Erkal, Mustafa. “Küreselleşme, Etniklik, Çokkültürlülük”. İstanbul:Derin, 2005.
- Küçükerdoğan, Rengin. “Reklam Nasıl Çözümlenir – Reklam İletişiminde Göstergeler ve Stratejiler” Beta:İstanbul, 2011.
- Porges, Ralph ve Towne, W. “Sewage and Industrial Wastes” ,Water Environment:Amerika, 19 “pringles logo historical” http://logos.wikia.com/wiki/Pringles “1970's pringles logo” www.flickr.com
Abstract
Keywords
References
- Ayhan, Altay. “Yaşamdan Örneklerle Yedi Adımda Markalaşma”, İstanbul:Sistem, 2012.
- Alikişioğlu, Mehmet. “Reklamın İyisi”, İstanbul:Optimist, 2012.
- Akerson, Fatma. “Göstergebilime Giriş”, İstanbul:Multilingual, 2005.
- Berger, Arthur Asa. “Kültür Eleştirisi – Kültürel Kavramlara Giriş”. Çev:Özgür Emir, İstanbul:Pinhan, 2011.
- Bischoff, Eva. “Hybrid Cultures - Nervous States: Britain and Germany in a (Post) Colonial World”. Der: Ulrike Lindner ve Maren Möhring ve Mark Stein ve Silke Stroh. Hollanda, 20 Demirbağ Kaplan, M ve T. Baltacıoğlu. “Küresel Markalama Stratejileri”. N. Timur ve A. Özmen (Ed.) Stratejik Küresel Pazarlama içinde. Ankara:Eflatun, 2009.
- Erkal, Mustafa. “Küreselleşme, Etniklik, Çokkültürlülük”. İstanbul:Derin, 2005.
- Küçükerdoğan, Rengin. “Reklam Nasıl Çözümlenir – Reklam İletişiminde Göstergeler ve Stratejiler” Beta:İstanbul, 2011.
- Porges, Ralph ve Towne, W. “Sewage and Industrial Wastes” ,Water Environment:Amerika, 19 “pringles logo historical” http://logos.wikia.com/wiki/Pringles “1970's pringles logo” www.flickr.com
Details
| Primary Language | Turkish |
|---|---|
| Journal Section | Makaleler |
| Authors | |
| Publication Date | June 1, 2013 |
| Submission Date | July 22, 2014 |
| Published in Issue | Year 2013 Volume: 3 Issue: 2 |