Based on Jacques Lacan's theory of desire, this study aims to analyse how the staging of the symbolic brand signifier as "phallus signifier" in the fantasy reality of cinema/TV series is established as the object cause of desire (object petit a) through the process of imaginary identification with consumer desire/self. For this purpose, the analysis of the BMW fantasy scene in the Çukur series, which has high ratings in the Turkish TV series market, and the Efe character in this scene, based on Lacan and Zizek readings are made. Through this analysis, it is observed that the BMW brand tries to create brand associations through the context of reality in the Çukur series and to establish the consumer desire/desire object through the Efe character added to the series scenario. Because it is determined that the BMW brand is tried to be positioned as an object of desire (object petit a), especially in the fantasy scene where the character of Efe takes place. Thus, it is argued in the study that the BMW brand uses the fantasy scenes in the Çukur series in desire marketing and aims to increase its brand value through the selves identified with the reality/characters in these scenes. The main contribution of the study can be shown as the effort to explain and analyse the brand signifier value, which has caused intense debates in the marketing/branding literature, in an integrated framework with Lacan's theory of desire.
Desire Marketing Psychoanalytic Research in Marketing Brand Signifier Value Jacques Lacan Cukur
Arzu Pazarlaması Pazarlamada Psikanalitik Araştırmalar (PPA) Marka Gösteren Değeri Jacques Lacan Çukur
Birincil Dil | Türkçe |
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Bölüm | Makaleler |
Yazarlar | |
Yayımlanma Tarihi | 31 Aralık 2021 |
Gönderilme Tarihi | 15 Temmuz 2021 |
Yayımlandığı Sayı | Yıl 2021 Cilt: 13 Sayı: 25 |