RECONSTRUCTION OF BRAND SUCCESS STORIES WITH NEGATIVE BRAND POSITIONING AND ANTI-ADVERGAMES

Yıl 2019, Cilt: 7 Sayı: 2, 756 - 786, 30.09.2019

M. Nur Erdem

https://doi.org/10.19145/e-gifder.555797

Öz

Digital media provides very important advantages for the
brand positioning activities. Many platforms and applications enable to brands
for sharing themselves and their stories with their target groups. Moreover,
because of these platforms interacting each other, it is possible to conduct a
very efficient campaign. Within this context, advergames, which created for
brands, supports the brand positioning activities. Advergames constitute an
unique, experiential and interactive environment for the brand positioning
activities with their features such as their themes, fictions and game
characters that they have. However, it is necessary to touch upon an important
fact. Same platforms and applications, especially advergames, also provide the
same advantages to the competitors, non - govermental organizations (NGO's),
activists and performers. Especially advergames are very effective in revealing
of negative features of a specific brand. With this point of view, this study
focused on negative brand positioning in digital media. Within this context, an
anti - advergame which created and published by MolleIndustria, an Italian game
collective, about McDonald's is analysed with the method of Riessman's
narrative analysis which consist of thematic, structural, interactional and
performative stages. Thus,
it is aimed to show the importance of anti-advertising as a negative brand
positioning practices.

Anahtar Kelimeler

Digital media, Negative brand positioning, Advergaming, Anti – advergaming, Narrative analysis

NEGATİF MARKA KONUMLANDIRMA VE ANTİ – REKLAMOYUNLAR İLE MARKA BAŞARI ÖYKÜLERİNİN YENİDEN YAPILANDIRILMASI

Öz

Dijital medya, marka konumlandırma faaliyetleri için çok önemli
avantajlar sunmaktadır. Pek çok platform ve uygulama, markaların kendilerini ve
hikayelerini hedef kitleleriyle paylaşmalarına olanak sağlamaktadır. Dahası bu
platformlar birbiriyle etkileşim halinde olduklarından, hayli etkin bir
kampanya yürütmek de mümkündür. Bu bağlamda, markalar adına yaratılan
reklamoyun uygulamaları da marka konumlandırma çabalarını desteklemektedir.
Reklamoyunlar, sahip oldukları temalar, kurguları, oyun içerisindeki karakterler
gibi özellikleriyle, marka konumlandırma faaliyetleri için eşsiz, deneyimsel ve
etkileşimli bir ortam oluşturmaktadırlar. 
Ancak, bu noktada bir diğer önemli unsur, aynı platformların, özellikle
de reklamoyunların, rakipler, sivil toplum kuruluşları (STK), aktivistler ve
performistler açısından da önemli avantajlar sunmasıdır. Belirli bir markaya
dair olumsuz yönleri ortaya çıkarmada, özellikle reklamoyunlar hayli etkindir.
Bu bakış açısıyla bu çalışmada, dijital medyada negatif marka konumlandırma
konusu ele alınmaktadır. Özellikle bir İtalyan oyun kolektifi olan
MolleIndustria tarafından, McDonald’s için üretilip yayınlanan anti –
reklamoyun, Riessman’ın, tematik, yapısal, edimsel ve etkileşimsel olmak üzere
dört aşamadan oluşan anlatı analizi yöntemiyle çözümlenmektedir. Böylelikle anti – reklamoyunların bir negatif marka
konumlandırma uygulaması olarak öneminin ortaya konması amaçlanmaktadır.

Anahtar Kelimeler

Dijital medya, Negatif marka konumlandırma, Reklamoyun, Anti – reklamoyun, Anlatı Analizi

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