The Use of Artwork in the Context of Luxury Perception in Advertising: The Case of "Girl with a Pearl Earring" Ads

Öz

The luxury, which is more accessible by mass production, has been called the new luxury. However, within the scope of the new luxury, it is noticed that the brands get into a tight corner in terms of creating luxury perception while appealing to the masses. Accordingly, it is observed that both luxury and mass brands sometimes cooperate with the visual arts, which naturally incorporate meanings such as rarity and luxury, in order to create luxury perception. The present study analyses the use of artwork in advertising in the context of luxury perception. The research is based on two advertisements, one of them is reenactment of the painting of “Girl with a Pearl Earring” by Vermeer, and applies hedonic message, and the other one manipulates the same painting and gives utilitarian message. It is analyzed quantitatively by path analysis technique whether the consumer perception towards the artwork featured in the advertisement reflects on the luxury perception of the advertised product. Moreover, with the mediation model established, the research also questions whether the prestige perception of advertising mediates the potential relationship between the perception of artwork and the luxury perception. Results show that the perception of artwork affects the luxury perception of advertised product in both cases, and also the prestige perception of advertisement has mediating role.

Anahtar Kelimeler

• New Luxury
• Accessible Luxury
• Luxury Perception
• Artwork
• Spillover Effects
• Advertising

Lüks Algısı Bağlamında Reklamda Sanat Eseri Kullanımı: “İnci Küpeli Kız” Reklamları Örneği

Öz

Kitlesel üretimle birlikte daha erişilebilir olan lüksün günümüzde yeni lüks olarak adlandırılmakta olduğu görülmektedir. Ancak yeni lüks kapsamında markaların, bir yandan kitlelere seslenirken diğer yandan da tüketicide lüks algısı uyandırma noktasında bir açmaza düştüğü fark edilmektedir. Bu sebeple, tüketicide lüks algısı yaratabilmek amacıyla gerek lüks gerekse kitlesel markaların kimi zaman, enderlik ve lüks gibi anlamları doğal olarak bünyesinde bulunduran görsel sanatlar ile çeşitli biçimlerde iş birliklerine gittikleri gözlemlenmektedir. Bu çalışma da, reklamda sanat eseri kullanımını tüketicinin lüks algısı çerçevesinde ele alır. Vermeer’in “İnci Küpeli Kız” adlı eserini biri doğrudan canlandıran ve hedonik mesaj veren; diğeri ise aynı eseri manipüle ederek kullanan ve faydacı anlayışa dayanan iki reklam özelinde gerçekleşen araştırma, reklamda yer verilen sanat eserine yönelik tüketici algısının, reklamı yapılan ürünün lüks algısına yansıyıp yansımadığını yol analizi (path analysis) tekniği aracılığıyla nicel olarak sorgulamaktadır. Bununla birlikte kurduğu aracılık modeliyle araştırma, sanat eserine yönelik algı ile lüks algısı arasındaki potansiyel ilişkiye reklam prestij algısının aracılık edip etmediğini de incelemektedir. Araştırma neticesinde ise reklamda kullanılan sanat eserine yönelik tüketici algısının her iki reklam bazında da reklamı yapılan ürüne yönelik lüks algısını etkilediği, ayrıca reklama yönelik prestij algısının söz konusu ilişkiye aracılık ettiği sonuçlarına ulaşılmıştır.

Anahtar Kelimeler

• Yeni Lüks
• Erişilebilir Lüks
• Lüks Algısı
• Sanat Eseri
• Yayılma Etkisi
• Reklam

Kaynakça

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