İkna Teorileri Çerçevesinde Yapı Reklamlarının Analizi

Yıl 2018, Cilt: 5 Sayı: 4, 535 - 555, 30.07.2018

Ali Arıcı , Özgür Kılınç

https://doi.org/10.17680/erciyesiletisim.421434

Öz

Bilgi vermek, dikkat çekmek, etkilemek, tanıtmak, hatırlatmak, pazarlama iletişimi
çabalarını desteklemek, ürün veya markaya değer eklemek gibi standart işlevleri
olan reklam, imaj tesis ederek ürünlerin / markaların algı yönetimine katkıda
bulunmaktadır. Söz konusu reklamlarda duygusal satış vaadi (ESP) diline uygun
olarak inşa edilen söylem, ikna teorileri temelinde araştırılmaya değer görünmektedir.
Yaratıcı stratejisi bakımından dile getirdiği savlar ve imaj söylemiyle dikkat çeken
yapı reklamları “Ethos-Pathos-Logos (Aristo)”, “İhtiyaçlar Hiyerarşisi (Maslow)”,
“Gizli İhtiyaçlar (Packard)”, “Azlık Prensibi (Cialdini)” gibi ikna literatüründe yer tutan
teoriler / kavramlar çerçevesinde yorumlanabilir görünmektedir. Bu doğrultuda
araştırmada -geleneksel kitle iletişim araçlarından biri olan- ulusal televizyon
kanallarının prime time kuşağı temel alınmaktadır. Televizyon kanallarının prime
time aralığında (20.00-00.00) ilk kuşakta gösterilen yapı reklamları araştırmanın
örneklemini oluşturmaktadır. Tesadüfi örneklemle söz konusu zaman diliminde
gösterilen ilk sıradaki yapı reklamları, Puto ve Wells’in mesaj stratejileri; Aristo,
Packard ve Cialdini’nin iknaya yönelik ve Maslow’un ihtiyaçlara yönelik yaklaşımları
temel alınarak analiz edilmektedir. Söylem olarak irrasyonel çekicilik ögeleri içeren
-özellikle yüksek ilginlik isteyen ürünlerin yer aldığı- reklamlarda yaşam tarzına
yönelik transformasyonel dilin kullanıldığı görülmektedir. Sınıflandırma bağlamında
ürün ve hizmet reklamlarından olan yapı reklamları Puto ve Wells’in ifade ettiği
“kullanıcı imajı” ve “marka imajı” gibi transformasyonel mesaj stratejisine uygun
iletişim unsurları taşımaktadır.

Anahtar Kelimeler

İkna, Yapı reklamları, Reklam ve kültür

Analysis of Construction Advertisements Within the Framework of Persuasion Theories

Öz

Advertisements, which have standard functions such as giving information, drawing
attention, influencing, promoting, reminding, supporting marketing communication
efforts, adding value to a product or brand, contribute to perception management of
products / brands by establishing an image. The discourse, which is constructed in
accordance with the emotional sales promise (ESP) in these ads, seems to be worth
investigating on the basis of persuasion theories. Construction ads that attract
attention with their arguments and image discourse in terms of creative strategy
seems to be interpretable within the framework of theories / concepts involved in
persuasion literature such as “Ethos-Pathos-Logos (Aristo)”, “Hierarchy of Needs
(Maslow)”, “Hidden Needs (Packard)”, “The Principle of Scarcity (Cialdini).” In this
direction, the research is based on the prime time period of national television
channels, which is one of the mass communication tools. The construction ads
shown in the first period of the prime time interval (20.00-00.00) of the five
most watched channels constitute the sample of the research. With the random
sampling, the first construction ads shown in that time period are analysed based
on Puto and Wells’ message strategies, approaches of Aristotle, Packard and Cialdini
towards persuasion and Maslow’s approach towards the needs. It is observed that
in advertisements containing irrational appeals elements -especially those with
high involvement- as discourse, transformational language is used for lifestyle. In
the context of classification, construction ads that are product and service ads have
communication elements appropriate to the transformational message strategy,
such as “user image” and “brand image” expressed by Puto and Wells.

Anahtar Kelimeler

Persuasion, Construction ads, Advertising and culture

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