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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
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. 

Kaynakça

  • Arens, W. F. (2004). Contemporary advertising. Tata McGraw-Hill Education.
  • Garber, M. (2009). Shakespeare and modern culture. Anchor.
  • Hodzic, M. (2007). Mercedes Ad: Unlike any other, Benzinsider Magazine
  • Kinney, A. F. (Ed.). (2011). The Oxford Handbook of Shakespeare. OUP Oxford.
  • Rutter, C. C. (2007). Shakespeare’s popular face: from the playbill to the poster. na.
  • Shakespeare, W., & Ioppolo, G. (2017). Measure For Measure: The Folio of 1623. Routledge.
  • Shakespeare, W., & Hinman, C. (1996). The first folio of Shakespeare. WW Norton & Company.
  • Shakespeare, W. (2000). Shakespeare's sonnets. Yale University Press.
  • Shakespeare, W. (2000). Shakespeare's sonnets. Yale University Press.
  • Whynot, T. (2013). Shakespearean Dictionary. YA Hotline, (95).
  • Internet ReferencesBrandfinance, (2014) Shakespear Brand Value US$600 Million - CNN (http://brandfinance.com/news/shakespear-brand-value-us600-million-cnn/) Erişim Tarihi: 2018https://www.youtube.com/watch?v=KnSrng9pS5Q
  • Mills, C. (2014) How Has Shakespeare Influenced Modern Marketing? (https://parall.ax/blog/view/3046/how-has-shakespeare-influenced-modern-marketing-)
  • Campaignbries (2012) Shakespeare's brand worth valued at $600 million - double the combined value of Elvis and Marilyn (http://www.campaignbrief.com/2012/03/version10-starthtml0000000149-176.html)
  • Nosweat, (2014)What’s in a Name? The Shakespeare Brand in the World of Commerce (https://www.nosweatshakespeare.com/blog/shakespeare-branding/)
  • Gilroy, D., (2010) BMW China: Darwin, Newton, & Shakespeare Launch The 1 Series (http://advertising.chinasmack.com/2010/bmw-darwin-newton-shakespear-launch-1-series.html)
  • Laurengus17, (2011) Studying Shakespeare beyond his text https://transmedialshakespeare.wordpress.com/2011/03/15/shakespeare-in-advertising-2/
  • https://www.adsoftheworld.com
  • http://bufvc.ac.uk/
  • https://www.youtube.com/watch?v=RMDe3VM0_eM
  • https://www.youtube.com/watch?v=5IEXQeGq3WU
  • https://www.youtube.com/watch?v=KnSrng9pS5Q

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

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. 


Kaynakça

  • Arens, W. F. (2004). Contemporary advertising. Tata McGraw-Hill Education.
  • Garber, M. (2009). Shakespeare and modern culture. Anchor.
  • Hodzic, M. (2007). Mercedes Ad: Unlike any other, Benzinsider Magazine
  • Kinney, A. F. (Ed.). (2011). The Oxford Handbook of Shakespeare. OUP Oxford.
  • Rutter, C. C. (2007). Shakespeare’s popular face: from the playbill to the poster. na.
  • Shakespeare, W., & Ioppolo, G. (2017). Measure For Measure: The Folio of 1623. Routledge.
  • Shakespeare, W., & Hinman, C. (1996). The first folio of Shakespeare. WW Norton & Company.
  • Shakespeare, W. (2000). Shakespeare's sonnets. Yale University Press.
  • Shakespeare, W. (2000). Shakespeare's sonnets. Yale University Press.
  • Whynot, T. (2013). Shakespearean Dictionary. YA Hotline, (95).
  • Internet ReferencesBrandfinance, (2014) Shakespear Brand Value US$600 Million - CNN (http://brandfinance.com/news/shakespear-brand-value-us600-million-cnn/) Erişim Tarihi: 2018https://www.youtube.com/watch?v=KnSrng9pS5Q
  • Mills, C. (2014) How Has Shakespeare Influenced Modern Marketing? (https://parall.ax/blog/view/3046/how-has-shakespeare-influenced-modern-marketing-)
  • Campaignbries (2012) Shakespeare's brand worth valued at $600 million - double the combined value of Elvis and Marilyn (http://www.campaignbrief.com/2012/03/version10-starthtml0000000149-176.html)
  • Nosweat, (2014)What’s in a Name? The Shakespeare Brand in the World of Commerce (https://www.nosweatshakespeare.com/blog/shakespeare-branding/)
  • Gilroy, D., (2010) BMW China: Darwin, Newton, & Shakespeare Launch The 1 Series (http://advertising.chinasmack.com/2010/bmw-darwin-newton-shakespear-launch-1-series.html)
  • Laurengus17, (2011) Studying Shakespeare beyond his text https://transmedialshakespeare.wordpress.com/2011/03/15/shakespeare-in-advertising-2/
  • https://www.adsoftheworld.com
  • http://bufvc.ac.uk/
  • https://www.youtube.com/watch?v=RMDe3VM0_eM
  • https://www.youtube.com/watch?v=5IEXQeGq3WU
  • https://www.youtube.com/watch?v=KnSrng9pS5Q
Toplam 21 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Derleme
Yazarlar

Sadık Çalışkan

Yayımlanma Tarihi 22 Mayıs 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 4 Sayı: 1

Kaynak Göster

APA Çalışkan, S. (2018). SHAKESPEARE AS A CELEBRITY ENDORSER: THE USE OF THE BARD IN CONTEMPORARY ADVERTISING PRACTICES. İnönü Üniversitesi Kültür Ve Sanat Dergisi, 4(1), 113-120. https://doi.org/10.22252/ijca.418727