Mizahi Antropomorfik TV Reklamları: Kolektivist ve Bireyci Öğeler Bağlamında Kültürlerarası Bir Analiz

Yıl 2022, Cilt: 15 Sayı: 2, 325 - 346, 30.05.2022

Can Efecan Akhan Murat Hakan Altıntaş Feride Bahar Işın Rene Dentiste Mueller

Öz

Bu çalışma, kolektivist ve bireyci unsurlar bağlamında TV reklamlarındaki mizahi antropomorfik reklam tasarımlarının nasıl kullanıldığını araştırmaktadır. Çalışma, ulusal kültürlerinden etkilenen beş farklı ülkeden reklamlar üzerinde gerçekleştirilmiştir. Çalışma, özellikle, ulusal kültürün kolektivizm ve bireysellik boyutları bağlamında karakterlerin antropomorfik-mizahi reklamlarda kullanımını tanımlayarak, reklamdaki davranış ve eylemlerini yorumlamaktadır. Araştırma, Fransa, Almanya, İtalya, Türkiye ve ABD olmak üzere beş ülkeden 88 TV reklamının içerik analizi üzerinde gerçekleştirilmiştir. Araştırma sonuçları, bireycilik için iki kategori ortaya koymaktayken (interiotiry ve superiority), kolektivizm için üç kategori (affiliation, dedication, and social distance) ortaya koymuştur. Çalışma sonuçlara dayanarak varsayımsal bir model oluşturularak tamamlanmıştır.

Anahtar Kelimeler

mizah, kolektivizm, antropomorfizm, bireycilik, reklam

Humorous Anthropomorphic TV Ads: A Cross-Cultural Analysis Using Collectivist and Individualist Elements

Öz

This study explores how humorous anthropomorphic advertising designs are used in TV Ads in the context of collectivist and individualist elements. The research was conducted on Ads from five different countries that are affected by their national cultures. In particular, the study identifies the characters' use in anthropomorphic-humorous adverts in the context of collectivism and individualism dimensions of national culture, construing their behavior and actions in the ad. The research employs a content analysis of 88 TV ads from five countries, namely France, Germany, Italy, Turkey, and the USA. As a result, two categories were determined for individualism: interiority and superiority, and three categories for collectivism: affiliation, dedication, and social distance. Based on the results, a hypothetical model was constructed.

Anahtar Kelimeler

humor, collectivism, individualism, antropomorphism, advertising

Kaynakça

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