Pazarlama İletişiminde Teknolojik Nostaljinin Yeniden İnşası: Ülker Albeni ‘Ajda Pekkan’ Reklamı Üzerine Hiper-Gerçeklik ve Restoratif Nostalji Eksenli Bir İnceleme

Öz

Bu çalışma, Ülker Albeni’nin Ajda Pekkan temalı reklamını teknolojik nostaljinin pazarlama iletişimindeki inşası bağlamında, Svetlana Boym’un restoratif nostalji ve Jean Baudrillard’ın hiper-gerçeklik kuramları ekseninde analiz etmektedir. Kuramsal düzlemde restoratif nostalji, geçmişin doğrusal gerçekliğini ve zamanın getirdiği tahribatı yapay zekâ gibi araçlarla ‘telafi edilmesi gereken bir boşluk’ olarak görürken; bu süreç Baudrillardcı perspektifte gerçeğin yerini alan ve orijinalinden daha ‘otantik’ algılanan hiper-gerçek bir simülasyon üretmektedir. Roland Barthes’ın göstergebilimsel yöntemiyle yapılan çözümlemede; Ajda Pekkan’ın 1990, 2000 ve 2025 yıllarını temsil eden figürleri ile ürünün çikolata, karamel ve bisküvi katmanları arasında kurulan ritmik uyumun, tüketici belleğinde ‘değişmeyen öz’ mitini yapılandırdığı saptanmıştır. Yapay zekâ destekli gençleştirme (de-aging) teknolojisinin Ajda Pekkan’ın kültürel ikonluğuyla birleşmesi, sanatsal bir ‘aura’nın sentetik olarak yeniden üretilmesine ve markanın zamanın aşındırıcı etkisinden arındırılmış, zamansız bir otorite olarak mühürlenmesine olanak tanımıştır.

Anahtar Kelimeler

• Pazarlama iletişimi
• Teknolojik nostalji
• Hiper-gerçeklik
• Yapay zekâ.

The Reconstruction of Technological Nostalgia in Marketing Communication: An Analysis of the Ulker Albeni ‘Ajda Pekkan’ Advertisement Based on Hyper-Reality and Restorative Nostalgia

Öz

This study analyzes Ülker Albeni's Ajda Pekkan-themed advertisement within the context of the construction of technological nostalgia in marketing communication, focusing on Svetlana Boym's restorative nostalgia and Jean Baudrillard's theories of hyperreality. On a theoretical level, restorative nostalgia views the linear reality of the past and the damage wrought by time as a ‘gap that must be compensated for’ using tools such as artificial intelligence; in the Baudrillardian perspective, this process produces a hyper-real simulation that replaces reality and is perceived as more ‘authentic’ than the original. In the analysis conducted using Roland Barthes' semiotic method, it was determined that the chromatic and rhythmic harmony established between Ajda Pekkan's figures representing the years 1990, 2000, and 2025 and the chocolate, caramel, and biscuit layers of the product constructs the myth of an ‘unchanging essence’ in the consumer's memory. The combination of artificial intelligence-supported de-aging technology with Ajda Pekkan's cultural icon status has enabled the synthetic reproduction of an artistic ‘aura’ and the establishment of the brand as a timeless authority, immune to the corrosive effects of time.

Anahtar Kelimeler

• Marketing communication
• Technological nostalgia
• Hyper-reality
• Artificial intelligence.

Kaynakça

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