Bosch Reklamlarının Hofstede’nin Kültürel Boyutlarına Göre İçerik Analizi

Öz

Global pazarda faaliyet gösteren markaların reklam içeriklerinin oluşturulmasında uygulayabileceği iki strateji bulunmaktadır. Markalar, iletişimlerini standartlaştırarak uluslararası pazarda aynı veya çok benzer reklamları kullanabilmekte veya diğer stratejiyi temel alarak iletişimlerini ilgili yerel kültüre uyarlamayı tercih edebilmektedir. Reklamları ülkelere uyarlamak için ülkelerin diline, yaşam tarzına, normlarına ve değerlerine dair bilgi sahibi olmak gerekmektedir. Geert Hofstede’in kültürel boyutları, ulusların kültürel yapıları arasındaki farklılıkların ve bu yapıların davranışlar üzerindeki sonuçlarının incelenmesi anlamında önemli bir teorik çerçevedir. Bu çalışmada “Bosch” markasının global reklam kampanyası “Like A Bosch” ile kampanyanın Türkiye pazarı için hazırlanan “Tam bi’ Bosch” reklamı Hofstede’nin kültürel boyutları çerçevesinde incelenmiştir. Bireysellik-kolektivizm, güç aralığı, belirsizlikten kaçınma ve başarıya yönelik motivasyon boyutları çerçevesinde yapılan görsel ve metin bazlı içerik analizi sonucunda iki reklamda kullanılan reklam çekiciliklerinin ve ortaya konan değerlerin kültüre özgü farklılaştığı görülmektedir. Hofstede’nin kültürel boyutları, günümüzde reklamlardaki kültürel farklılıkların incelenmesinde önemli bir yere sahiptir. Dört boyutlu teorik çerçevenin yardımıyla incelenen iki reklamdaki uygulamalarda önemli farklılıklar göze çarpmaktadır.

Anahtar Kelimeler

• Global reklam
• Global pazarlama
• Kültürel boyutlar
• Reklam çekicilikleri
• Tüketici değerleri

Content Analysis of Bosch Advertisements According to Hofstede’s Cultural Dimensions

Öz

There are two strategies that brands operating in the global market can employ in their advertising execution. Brands can either standardize their communication and use the same or very similar advertisements in the international market or they can choose to adapt their communication to the local culture. Adapting advertising to countries requires knowledge of their language, lifestyle, norms and values. Geert Hofstede's cultural dimensions are an important theoretical framework for examining the differences between the cultural structures of nations and the consequences of these structures on behaviors. In this study, the global advertisement campaign "Like A Bosch" of the brand "Bosch" and the advertisement "Tam bi' Bosch" prepared for the Turkish market are analyzed within the framework of Hofstede's cultural dimensions. As a result of the textual and visual content analysis conducted within the framework of the dimensions of individualism-collectivism, power distance, uncertainty avoidance, motivation towards success and achievement, it is seen that the advertising appeals used in the two advertisements and the values put forward differ culturally. Hofstede's cultural dimensions have an important place in analyzing cultural differences in advertisements today. With the help of the four-dimensional theoretical framework, significant differences stand out in the execution of the two advertisements analyzed.

Anahtar Kelimeler

• Global advertising
• Global marketing
• Cultural dimensions
• Advertising appeals
• Consumer values

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