Reklamlarla Marka Kişiliği Geliştirmek: Arketipler Tüketicileri Yakalayabiliyor Mu?

Year 2017, Volume: 46 Issue: 2, 161 - 178, 01.11.2017

Canan Ay Volkan Yakın

Abstract

Markanın başarısına önemli bir katkı
sağlaması nedeniyle marka kişiliği geliştirebilmek tüm pazarlama
yöneticilerinin ulaşmak istedikleri önemli bir hedef olmaktadır. Bu çalışmada
marka kişiliğinin reklamla ilişkisi açıklanarak, reklamlar aracılığıyla marka
kişiliği geliştirmek istendiğinde kullanılabilecek, yenilikçi bir yaklaşım
sunan ve alternatif modellerden biri olan arketip modeli, gerçekleştirilen
nitel ve nicel uygulamalar sonucu değerlendirilmiştir. Dünya havacılık
sektörünün en başarılı on firmasına ait global reklamın analizi ve 390 öğrenci
katılımcı üzerinde yürütülen online araştırmaların sonucunda bu firmaların
reklamlarında öncelikle marka kişilik arketiplerinden faydalandıkları
belirlenmiştir. Reklamlarda ağırlıklı olarak yardımsever ve soytarı/şakacı
arketiplerinin kullanıldığı görülmüş ve ilgili reklamlarda kullanılan tüm
arketiplere ilişkin göstergeler tespit edilerek bu göstergelerin katılımcılar
tarafından doğru bir şekilde algılanabildiği bulgulanmıştır.

Keywords

Reklam, Marka Kişiliği, Transfer Modeli, Kolektif Bilinçdışı, Arketip

Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?

Abstract

Creating brand personality is one of the
goals each and every marketing manager aims to achieve because it contributes
highly to the overall success of the brand. This work elaborates on the
relationship between brand personality and advertising by exploring the ways in
which adverts can be successfully used to develop brand personality. The
article first focuses on Archetype modelling which is one of the innovative
ways of generating brand personality and then explores this technique through
qualitative and quantitative methods. The article uses the most successful 10
global airlines adverts, identifies the primary archetypes they used in their
commercials and verifies this conducting an online survey with 390 respondents.
The research finds out that the majority of airline companies successfully use
caregiver and jester archetypes in their commercials. The article also provides
indicators for each of the archetypes used in the commercials and verifies
their reliability through the survey where participants were consistently able
to correctly identify the indicators with nominated archetype for each commercial
as presented to them.

Keywords

Advertisement, Brand Personality, Transfer Model, Collective Unconscious, Archetype

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