Bilimsel Reklamcılığın Yaratıcı Dehası: Claude Hopkins

Yıl 2018, Cilt: 5 Sayı: 4, 631 - 662, 30.07.2018

Merba Tat

https://doi.org/10.17680/erciyesiletisim.396149

Öz

Betimleyici ve nitel nitelik arz eden bu çalışma kapsamında, reklam tasarımlarında
kullandığı yaratıcı tekniklerle ve reklam etkinliğini bilimsel olarak ölçmesiyle
reklamcılık tarihine iz bırakan isimler arasında yerini alan Claude C. Hopkins’in
reklam felsefesi, bu felsefe çerçevesinde şekillendirdiği tasarımları ve adanmış
takipçilerinden olduğu bilimsel reklamcılık konuları ele alınmaktadır. Modern
reklamcılığın öncülerinden Claude Hopkins, bir reklamcının değişmeyen belirli
ilke ve kurallar uyarınca üretimde bulunması gerektiğini savunmuş, üretimlerinin
etkinliğini bilimsel tekniklerle ölçmüştür. Gerçekleştirdiği tüketici odaklı pazar
araştırmalarından elde ettiği verileri reklam metinlerine yansıtan usta reklamcının
geliştirerek kullandığı teknikler, Rosser Reeves ve David Ogilvy gibi efsane
reklamcıların ortaya koyduğu yaratıcı stratejilere temel teşkil etmiştir. Bu çalışmada
öncelikle, modern reklamcılık ve bilimsel reklamcılığın gelişimi konu edilmekte,
ardından Hopkins’in reklam anlayışı üzerinde durulmaktadır. İkinci bölümde, ünlü
reklamcının tasarımlarında kullandığı yaratıcı teknikler örnek reklam çalışmalarıyla
ele alınmakta ve son olarak Hopkins’in başarılı bir şekilde kullandığı bilinen rakibin
üstüne çıkma tekniğiyle tasarladığı ünlü reklam kampanyaları mercek altına
alınmaktadır.

Anahtar Kelimeler

Modern Reklamcılık, Bilimsel Reklamcılık, Claude Hopkins, Rakibin Üstüne Çıkma Tekniği

Creative Genius of Scientific Advertising: Claude Hopkins

Öz

This study which is qualitative and descriptive in nature, will examine Claude C.
Hopkins who impressed advertising history with his creative techniques and with
his approach of advertising research. In the content of this study, the advertising
philosophy of Hopkins and the designs he shaped in parallel with this philosophy
and scientific advertising that he dedicated are investigated. One of the foremost
pioneers of modern advertising, Hopkins asserted that an advertiser should produce
according to the certain scientific principals and rules. He also acquired the data
from consumer behavior focused market researches and reflected that data on
his advertising copies. His techniques formed a basis of the creative strategies
introduced by legend advertisers such as David Ogilvy and Rosser Reeves. In this
study, firstly modern advertising and the development of the scientific advertising
is examined. After approaching the advertising philosophy of Hopkins, the creative
techniques that he used is explained with examples of his advertising designs. The
study also examines Hopkins’ renowned advertising campaigns designed skillfully
with pre-emptive claim.

Anahtar Kelimeler

Modern Advertising, Scientific Advertising, Claude Hopkins, Pre-emptive Claim

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