The International Advertising Strategies of Turkish Airlines In The Context Of Globalisation

Abstract

Making it easier for the mobility of many things such as goods, services and man in the world thanks to the developments of the transportation and internet technologies, globalisation affect the cultural life as well as the economic, political and technological life. In addition, having an impact on the cultural components (language, traditions, lifestyles, and so on) of the societies, globalisation shapes the advertisements fostered by these components.

It is highly disputed in the literature whether the global companies getting into the foreign markets due to the shrinking of the domestic markets in which they facilitate under the competitive conditions stemming from the globalisation, should create standardised, adapted or glocalised advertisements in order to establish their hold on these markets and to maximize their profits. In this context, the main objective of this study is to identify the international advertising strategies of the six advertisements of Turkish Airlines on the issues of magazines published on SkyLibrary in between 2010 and 2014. In order to reveal which elements Turkish Airlines uses for its standardised, adapted or glocalised advertisements, this study makes use of the Hofstede et al.’s Cultural Onion Model (2010) and applies a semiological analysis. This study, bearing the importance of being the first study analysing the international advertising of a Turkish brand in terms of its strategies, concludes that Turkish Airlines employ the standardised and glocalised advertisement strategies, and the glocalised advertisement strategy is implemented mostly by making differences in the visual and linguistic symbols. 

Keywords

• Globalisation,International Advertising Strategies,Standardisation,Glocalisation,Semiology

Küreselleşme Bağlamında Türk Hava Yolları’nın Uluslararası Reklam Stratejileri

Öz

Ulaşım ve internet teknolojilerinde meydana gelen gelişmelerle insan, mal ve hizmet gibi pek çok unsurun dünya üzerindeki hareketliliğini kolaylaştıran küreselleşme ekonomik, politik ve teknolojik hayatı olduğu kadar kültürel hayatı da etkisi altına almaktadır. Toplumların kültürünü oluşturan dil, gelenekler ve yaşam tarzı gibi unsurları etkileyen küreselleşme, kültürün bu unsurlarının beslediği ve bu unsurlarını besleyen reklamları da şekillendirmektedir.

Küreselleşmenin yarattığı rekabet koşullarında şirketlerin faaliyet gösterdikleri pazarların daralması nedeniyle dış pazarlara açılan şirketlerin, bu pazarlarda tutunabilmelerinde ve kârlarını azamileştirebilmelerinde önemli bir rol oynayan reklamlarını tüm pazarlarda standartlaştırması, faaliyet gösterdiği her bir pazarın kültürüne göre uyarlaması veya küyerel bir strateji izlemesi gerekliliği, yazında küresel şirketlerin reklamlarının incelenmesi üzerinden tartışılagelen bir konudur. Bu bağlamda bu çalışmanın amacı, küresel bir marka olma yolunda ilerleyen bir Türk şirketi olarak Türk Hava Yolları’nın (THY), SkyLibrary internet sayfasındaki 2010-2014 yıllarına ait derginin sayılarını inceleyerek, bu sayılarda yer alan altı THY reklamları üzerinden şirketin başvurduğu uluslararası reklam stratejilerini belirlemektir. Bu reklamlarda hangi unsurları kullanarak bu stratejileri benimsediğini ortaya koymak amacıyla, Hofstede ve meslektaşlarının (2010) sunduğu Soğan Kabuğu Modeli’ndeki unsurlar temel alınarak bu reklamların göstergebilim açısından bir çözümlemesi sunulmaktadır. Küreselleşen bir Türk markasının uluslararası reklamcılık stratejilerini belirlemeye çalışan ilk çalışma olması nedeniyle önem taşıyan bu çalışma, THY’nin standartlaştırma ve küyerel stratejiye başvurduğu ve küyerel reklam stratejilerinde ise daha çok görsel ve dilsel göstergelerde değişime gittiği sonucuna ulaşmıştır.

Anahtar Kelimeler

• Küreselleşme,Uluslararası Reklam Stratejileri,Standartlaştırma,Küyerelleştirme,Göstergebilim

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