Star Stratejisi Kullanımları ve Popüler Kültür: ‘Kıpır Kıpır Bi Coca-Cola’ Reklamı

Yıl 2023, Cilt: 10 Sayı: 2, 609 - 629, 30.07.2023

İpek Krom

https://doi.org/10.17680/erciyesiletisim.1273357

Öz

Reklamlarda star stratejisi ürüne saygınlık, takdir, olumlu tutum, ün, akılda kalıcılık, popülarite, çekicilik, beğenilirlik ve sempati gibi özellikler katmaktadır. Bunun yanı sıra star stratejisi aracılığıyla markaların satışlar ve pazar payında artış gözlenmektedir. Popüler kültür ise toplumun alt kesimleri tarafından küreselleşme, medya ve tüketim kültürü aracılığıyla benimsenerek yayılan ve halkın sisteme bir yandan karşı çıkarken bir yandan onunla bütünleşmesini sağlayan değerler ve uygulamalardan oluşan bir alt kültürdür. Bu araştırmada star stratejisinin kullanıldığı hibrit Coca-Cola reklamları betimsel içerik analizi yöntemi aracılığıyla Hofstede’nin Kültürel Soğan Modeli ve Kültürel Değerler Kuramına göre analiz edilecektir. Araştırmada star stratejisinin kullanım alanları ve hibrit popüler kodlar üretmede star stratejisinin rolü incelenmiştir. Reklamda star stratejisi trendleri takip etmek, trend olmak, ürüne trend olan bir imaj katmak ve bunların yanı sıra star imajı ile tüketim kültürünü özümsetmek amacıyla kullanılmıştır. Star stratejisi reklamda trend olan benlik imajları ve sembolik tüketim aracılığıyla küresel Amerikan kültürel değer boyutlarını içselleştirmek amacını taşımaktadır.

Anahtar Kelimeler

Medya, Popüler Kültür, Reklam Araştırmaları, Sembolik Tüketim, Star Stratejisi.

Celebrity Endorsement Strategy Uses and Popular Culture: ‘A Fidgety Coca-Cola’ Ad

Öz

The use of celebrity endorsement strategy in ads brings attributes like admiration, advertising appeals, favorable attitudes, famousness, memorability, popularity, attractiveness, likability, and sympathy. Furthermore, celebrity endorsement enables an increase in sales as well as market share. Popular culture, on the other hand, is a set of values and practices that are adapted by subcultures through globalization, media and consumption culture, which become widespread as a mechanism aiming to oppose the system while integrating with it. In this research ‘A Fidgety Coca-Cola’ advertisement, in which the global brand uses the celebrity endorsement strategy is analyzed using the descriptive content analysis method according to Hofstede’s Cultural Onion Model and Hofstede’s Cultural Dimensions Theory. The research aims to find out the uses of celebrity endorsement strategy as well as the role of celebrity endorsement strategy in producing hybrid popular codes. The celebrity endorsement strategy uses in the ad is for the means of producing popular culture codes like following trends, being trendy, bringing trendiness to the product as well as embracing celebrity culture and consumption culture. The celebrity endorsement strategy is used in the ad to internalize globalized American cultural value dimensions through proposing trendy self-images and symbolic consumption.

Anahtar Kelimeler

Advertising Research, Celebrity Endorsement Strategy, Media, Popular Culture, Symbolic Consumption.

Kaynakça

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