egemia dergisi Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi 2636-8471 Ege Üniversitesi REKLAMLARDA KOKUNUN SUNUMU: PARFÜM REKLAMLARI ÜZERİNE BİR İNCELEME https://orcid.org/0000-0002-8697-162X Kılınç Özgür İNÖNÜ ÜNİVERSİTESİ https://orcid.org/0000-0003-0865-6007 Bayçu Sevil ANADOLU ÜNİVERSİTESİ 04 30 2019 4 41 65 12 01 2018 04 26 2019 Copyright © 2017, Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi 2017 Ege Üniversitesi İletişim Fakültesi Medya ve İletişim Araştırmaları Hakemli E-Dergisi

Kokunun sembolik değerleri veanlamları bulunmaktadır. Bu açıdan insanın beş duyusundan biri olan kokukültürel yapıyla ilişkili bir görünüm sunmaktadır. Koku ve kültür kesişimindesadece iyi kokan bir ürün olmaktan daha fazlasını ifade eden parfümler reklamlarada konu olmaktadır. Parfüm reklamları çoğu zaman ürün ile ürünün temsil ettiğianlamlar arasındaki ilişkiyi çeşitli semboller üzerinden inşa etmektedir.Görsel içeriklerin öne çıktığı bu reklamlarda ürünün içerdiği vaat birtakımanlamlar üzerinden reklamın iletişimsel pratiğine dahil olmaktadır. Parfümreklamlarını temel alan bu çalışmanın amacı parfüm reklamlarını ürünün nasılsunulduğu, görsel sembolizm, aktarılan baskın değer ve reklamdaki yaratıcıstrateji kategorileri açısından incelemektir. Araştırma sonuçları parfümreklamlarında ürünün daha çok “kişi /kişiler ile birlikte sembolik bir ortamda” sunulduğunu ve bu reklamlarda enfazla yer verilen görsel sembolizm unsurunun “sihir” ve “kişiselleştirme” olduğunuortaya koymuştur. İncelenen reklamlarda en fazla aktarılan baskın değerlerin“bireysellik” ve “romantizm” olduğu; yaratıcı strateji açısından ise “duygusalstrateji”nin öne çıktığı belirlenmiştir.

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