Yaşam Tarzı Markalamada Filmlerin Etkisi: “Bi Küçük Eylül Meselesi” Örneği

Yıl 2018, Cilt: 1 Sayı: 1, 18 - 28, 18.03.2018

Gözde Öymen , Gülay Öztürk

Öz

Yaşam tarzı basit bir ifade ile “birinin nasıl yaşadığı” olarak tanımlanmaktadır. Pazarlamada “yaşam tarzı”,

potansiyel müşteriler olarak bireylerin davranışlarını, küçük bir grup etkileşim halinde olan insanları

ve daha büyük insan gruplarını (örneğin pazar segmentlerini) tarif etmektedir. Bu nedenle yaşam tarzı

kavramı kişilik kavramından oldukça farklı olan bir fikir setini temsil etmektedir. Yaşam tarzı, insanların yaşadığı

ekonomik gelir düzeyi, paralarını nasıl harcadıkları, ne ile ilgilendikleri, kendilerine ve çevrelerindeki

dünyaya nasıl baktıkları ve zamanlarını nasıl değerlendirdiklerine ilişkindir (Anderson ve Golden, 1984).

Son zamanlarda küreselleşme, medya (film, televizyon şovları ve diziler, dergiler) ve teknolojik gelişmeler

sayesinde yaşam tarzındaki değişiklikler hızla artmaya başlamıştır. Bu yaşam tarzı değişiklikleri insanların

ne yediklerini, nasıl giyindiklerini, nasıl iletişim kurduklarını, ne şekilde tatile çıktıklarını ve bu yeni yaşam

tarzlarının yaşam tarzı trendlerini nasıl şekillendirdiğini içermektedir. Bu çalışmada filmlerin yaşam tarzı

markalaşması açısından etkisi tartışılacaktır.

Çalışmanın amacı, yaşam tarzı markalaşma kararları üzerinde filmlerde bulunan yer, ürün, müzik vb.

unsurların nasıl etkisi olduğunu değerlendirmektir. Bu çalışmada film analizi yöntemi kullanılacak ve markalaşma

açısından yaşam tarzı trendleri açıklanacaktır. Bu bağlamda, “Bi Küçük Eylül Meselesi”filmi

çeşitli yaşam tarzı trendlerinin yaratılmasında önemli bir rol oynadığı için örnek bir film olarak seçilmiştir.

Sonuç olarak bu üç aktör biraraya gelerek Bozcaada’daki plajların, otellerin, restoranların ve hatta filmin

müziğinin cazibesini artırdığı görülmüştür. Bir başka deyişle “Bi Küçük Eylül Meselesi” filmi, Türk insanına

daha sonra trende dönüşen çeşitli yaşam tarzı markaları (Bozcaada, Battıbalık, Cinaraltı Cafe, Mitos,

Kanatlarım Var Ruhumda vb.) sunmuştur.

Anahtar Kelimeler

Film, Yaşam Tarzı, Markalama, Trendler

Movıes’ Impact On Lıfestyle Brandıng: The Case Of “Bi Kücük Eylül Meselesi”

Öz

Lifestyle can simply be defined as “how one lives”. In marketing, “lifestyle”, however, describes the

behavior of individuals, a small group of interacting people, and large groups of people (e.g. market

segments) acting as potential consumers. Thus, the concept of the lifestyle represents a set of ideas

which are quite distinct from that of personality. The lifestyle relates to the economic level at which people

live, how they spend their money, what interests they have, how they view themselves and the world

around them and how they allocate their time (Anderson and Golden, 1984). Recently with the help of

globalisation, media (movies, television shows and series, magazines) and technological improvements,

changes in lifestyle started to increase rapidly. These lifestyle changes include how people eat, dress,

communicate, go on a vacation etc. and these new lifetsyles form the lifestyle trends. Within this study

the movies’ impact will be disccussed in terms of lifestyle branding.

The aim of the study is to evaluate how effective are the places, products, music etc. in movies on

lifestyle branding decisions. In this study film analysis method will be used and lifestyle trends will be

explained in terms of branding. In this context, “Bi Kucuk Eylul Meselesi”was selected as a sample movie

because it played an important role in creating various lifestyle trends. As a result, all these three

actors coming up together increase the attractiveness of beaches, hotels, restaurants, and even the

soundtrack of the movie. In other words, the movie Bi Küçük Eylül Meselesi presented several lifestyle

brands (Bozcaada, Battıbalık, Cinaralti Cafe, Mitos, Kanatlarım Var Ruhumda etc.) to Turkish people that

later transformed into trends.

Anahtar Kelimeler

Movie, Lifestyle, Branding

Kaynakça

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