VIOLENCE IN MARKETING COMMUNICATION EFFORTS OF FASHION BRANDS: SHOCKVERTISING

Öz

Contemporary social and technological changes inevitably affect consumer behaviour. Today’s customer is savvy, have no time and hard to persuade. This new relationship between customers and brands has a deeper impact on competitive industries such as fashion. Fashion brands are eager to adopt shocking themes for their marketing communication efforts in order to emotionally affect and challenge consumers. Aim of this study is to study with a critical perspective the advertisement efforts of fashion companies that adopted shockvertising concept.

Anahtar Kelimeler

• Marketing Communication, Advertising, Fashion Communication, Violence, Shockvertising

MODA MARKALARININ PAZARLAMA İLETİŞİMİNDE ŞİDDET: SHOCKVERTISING

Öz

Toplumsal ve teknolojik değişimler tüketicilerin sosyal ve demografik yapılarında dolayısıyla da tüketim alışkanlıklarında değişime neden olmuştur. Tüketiciler geçmişe göre artık ulaşılması ve ikna etmesi daha zor bireyler olmuşlardır. Bu değişim özellikle moda sektörü gibi rekabetin yoğun olduğu sektörleri etkilemektedir. Moda markaları çoğunlukla ilgi çekmek amaçlı şok yaratıcı temaları kullanmayı ve tüketicileri duygusal anlamda sarsmayı ve sorgulatmayı amaç edinmişlerdir. Bu çalışmanın amacı shockvertising yaklaşımını benimseyen markaların reklam çalışmalarını eleştirel bir bakış açısıyla irdelemektir.

Anahtar Kelimeler

• Pazarlama İletişimi, Reklamcılık, Moda İletişimi, Şiddet, Shockvertising

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