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

• Alden, D. L., & Hoyer, W. D. (1993). An examination of cognitive factors related to humorousness in television advertising. Journal of Advertising, 22(2), 29-37.
• Alden, D. L., & Martin, D. (1996). Global and cultural characteristics of humor in advertising: the case of Japan. Journal of Global Marketing, 9(1-2), 121-142.
• Alden, D. L., Hoyer, W. D., & Lee, C. (1993). Identifying global and culture-specific dimensions of humor in advertising: A multinational analysis. The Journal of Marketing, 64-75.
• Alden, D. L., Mukherjee, A., & Hoyer, W. D. (2000). The effects of incongruity, surprise and positive moderators on perceived humor in television advertising. Journal of Advertising, 29(2), 1-15.
• Apte, M. L. (1985). Humor and laughter: An anthropological approach. Cornell Univ Pr.
• Awanis, S., Schlegelmilch, B. B., & Cui, C. C. (2017). Asia's materialists: Reconciling collectivism and materialism. Journal of International Business Studies, 48(8), 964-991.
• Başfırıncı, C., & Çilingir, Z. (2015). Anthropomorphism and advertising effectiveness: Moderating roles of product involvement and the type of consumer need. Journal of Social and Administrative Sciences, 2(3), 108-131.
• Benson, A., & Perry, S. D. (2006). The influence of humor in radio advertising on program enjoyment and future intent to listen. Journal of Radio Studies, 13(2), 169-186.
• Biswas, A., Olsen, J. E., & Carlet, V. (1992). A comparison of print advertisements from the United States and France. Journal of Advertising, 21(4), 73-81.
• Caillat, Z., & Mueller, B. (1996). The influence of culture on American and British advertising: An exploratory comparison of beer advertising. Journal of Advertising Research.
• Chen, G. H., Watkins, D., & Martin, R. A. (2013). Sense of humor in China: The role of individualism, collectivism, and facework. Psychologia, 56(1), 57-70.
• Chen, R. P., Wan, E. W., & Levy, E. (2017). The effect of social exclusion on consumer preference for anthropomorphized brands. Journal of Consumer Psychology, 27(1), 23-34.
• Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of business research, 60(3), 249-259.
• Cohen, R. J. (2014). Brand personification: Introduction and overview. Psychology & Marketing, 31(1), 1-30.
• Cova, B. (1997). Community and consumption: Towards a definition of the "linking value" of product or services. European journal of marketing, 31(3/4), 297-316.
• Crawford, H. J., & Gregory, G. D. (2015). Humorous advertising that travels: A review and call for research. Journal of Business Research, 68(3), 569-577.
• Cruthirds, K. W., Wang, V. L., Wang, Y. J., & Wei, J. (2012). A comparison of humor styles in US and Mexican television commercials. Marketing Intelligence & Planning, 30(4), 384-401.
• Cutler, B. D., Javalgi, R. G., & Krishna Erramilli, M. (1992). The visual components of print advertising: A five-country cross-cultural analysis. European Journal of Marketing, 26(4), 7-20.
• Delbaere, M., McQuarrie, E. F., & Phillips, B. J. (2011). Personification in advertising. Journal of Advertising, 40(1), 121-130.
• De Mooij, M. (2010). Consumer behavior and culture: Consequences for global marketing and advertising. Sage.
• De Pelsmacker, P., & Geuens, M. (1998). Reactions to different types of ads in Belgium and Poland. International Marketing Review, 15(4), 277-290.
• Pelsmacker, P. D., & Geuens, M. (1999). The advertising effectiveness of different levels of intensity of humour and warmth and the moderating role of top of mind awareness and degree of product use. Journal of Marketing Communications, 5(3), 113-129.
• De Pelsmacker, P., Geuens, M., & Anckaert, P. (2002). Media context and advertising effectiveness: The role of context appreciation and context/ad similarity. Journal of Advertising, 31(2), 49-61.
• Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191-203.
• Emery, C., & Tian, K. R. (2010). China compared with the US: Cultural differences and the impacts on advertising appeals. International Journal of China Marketing, 1(1), 45-59.
• Epley, N., Waytz, A., & Cacioppo, J. T. (2007). On seeing human: a three-factor theory of anthropomorphism. Psychological review, 114(4), 864.
• Epley, N. (2018). A mind like mine: the exceptionally ordinary underpinnings of anthropomorphism. Journal of the Association for Consumer Research, 3(4), 591-598.
• Fransen, M. L., Verlegh, P. W., Kirmani, A., & Smit, E. G. (2015). A typology of consumer strategies for resisting advertising, and a review of mechanisms for countering them. International Journal of Advertising, 34(1), 6-16.
• Frías, M. T., Shaver, P. R., & Díaz-Loving, R. (2014). Individualism and collectivism as moderators of the association between attachment insecurities, coping, and social support. Journal of Social and Personal Relationships, 31(1), 3-31.
• Gelbrich, K., Gäthke, D., & Westjohn, S. A. (2012). Effectiveness of absurdity in advertising across cultures. Journal of Promotion Management, 18(4), 393-413.
• Golossenko, A., Pillai, K. G., & Aroean, L. (2020). Seeing brands as humans: Development and validation of a brand anthropomorphism scale. International Journal of Research in Marketing.
• Gudykunst, W. B. (1998). Applying anxiety\uncertainty management (AUM) Theory to intercultural adjustment training. International journal of intercultural relations, 22(2), 227-250.
• Hanna, N., Gordon, G. L., & Ridnour, R. E. (1994). The use of humor in Japanese advertising. Journal of International Consumer Marketing, 7(1), 85-106.
• Hatzithomas, L., Zotos, Y., & Boutsouki, C. (2011). Humor and cultural values in print advertising: a cross-cultural study. International Marketing Review, 28(1), 57-80. Hirschman, E. C. (2003). Men, Dogs, Guns, and Cars--The Semiotics of Rugged Individualism. Journal of Advertising, 32(1), 9-22.
• Hoffmann, S., Schwarz, U., Dalicho, L., & Hutter, K. (2014). Humor in Cross-Cultural Advertising: A Content Analysis and Test of Effectiveness in German and Spanish Print Advertisements. Procedia-Social and Behavioral Sciences, 148, 94-101.
• Hofstede, G. (1984). Cultural dimensions in management and planning. Asia Pacific journal of management, 1(2), 81-99.
• Hosany, S., & Martin, D. (2012). Self-image congruence in consumer behavior. Journal of Business Research, 65(5), 685-691.
• Kamins, M. A., Marks, L. J., & Skinner, D. (1991). Television commercial evaluation in the context of program induced mood: Congruency versus consistency effects. Journal of Advertising, 20(2), 1-14.
• Karanika, K., & Hogg, M. K. (2020). Self–object relationships in consumers' spontaneous metaphors of anthropomorphism, zoomorphism, and dehumanization. Journal of Business Research, 109, 15-25.
• Kazarian, S. S., & Martin, R. A. (2006). Humor styles, culture-related personality, well-being, and family adjustment among Armenians in Lebanon.
• Kelly, J. P., & Solomon, P. J. (1975). Humor in television advertising. Journal of Advertising, 4(3), 31-35.
• Koslow, S., & Costley, C. (2010). How consumer heterogeneity muddles the international advertising debate. International Journal of Advertising, 29(2), 221-244.
• Koudelova, R., & Whitelock, J. (2001). A cross-cultural analysis of television advertising in the UK and the Czech Republic. International Marketing Review, 18(3), 286-300.
• Kwak, H., Puzakova, M., & Rocereto, J. F. (2017). When brand anthropomorphism alters perceptions of justice: The moderating role of self-construal. International Journal of Research in Marketing, 34(4), 851-871.
• Kwok, C., Grisham, J. R., & Norberg, M. M. (2018). Object attachment: Humanness increases sentimental and instrumental values. Journal of behavioral addictions, 7(4), 1132-1142.
• Laroche, M., Nepomuceno, M. V., Huang, L., & Richard, M. O. (2011). What's So Funny?: The Use of Humor in Magazine Advertising in the United States, China, and France. Journal of Advertising Research, 51(2), 404-416.
• Lee, Y. H., & Lim, E. A. C. (2008). What's funny and what's not: The moderating role of cultural orientation in ad humor. Journal of Advertising, 37(2), 71-84.
• Letheren, K., Kuhn, K. A. L., Lings, I., & Pope, N. K. L. (2016). Individual difference factors related to anthropomorphic tendency. European Journal of Marketing.
• Lin, C. H., & Huang, Y. (2018). How Self-Construals Affect Responses to Anthropomorphic Brands, With a Focus on the Three-Factor Relationship Between the Brand, the Gift-Giver and the Recipient. Frontiers in psychology, 9, 2070.
• MacInnis, D. J., & Folkes, V. S. (2017). Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me. Journal of Consumer Psychology, 27(3), 355-374.
• McCullough, L. S., & Taylor, R. K. (1993). Humor in American, British, and German Ads. Industrial Marketing Management, 22(1), 17-28.
• Moon, Y. S., & Chan, K. (2005). Advertising appeals and cultural values in television commercials: A comparison of Hong Kong and Korea. International Marketing Review, 22(1), 48-66.
• Nevo, O., Nevo, B., & Yin, J. L. S. (2001). Singaporean humor: A cross-cultural, cross-gender comparison. The Journal of General Psychology, 128(2), 143-156.
• O'Halloran, K. L. (2011). Multimodal discourse analysis. Companion to discourse, 120-137.
• Okazaki, S., Mueller, B., & Taylor, C. R. (2010). Global consumer culture positioning: Testing perceptions of soft-sell and hard-sell advertising appeals between US and Japanese consumers. Journal of International Marketing, 18(2), 20-34.
• Puzakova, M., & Aggarwal, P. (2018). Brands as rivals: Consumer pursuit of distinctiveness and the role of brand anthropomorphism. Journal of Consumer Research, 45(4), 869-888.
• Puzakova, M., Rocereto, J. F., & Kwak, H. (2013). Ads are watching me: A view from the interplay between anthropomorphism and customisation. International Journal of Advertising, 32(4), 513-538.
• Reavey, B., Puzakova, M., Larsen Andras, T., & Kwak, H. (2018). The multidimensionality of anthropomorphism in advertising: The moderating roles of cognitive busyness and assertive language. International Journal of Advertising, 37(3), 440-462.
• Rustogi, H., Hensel, P. J., & Burgers, W. P. (1996). The link between personal values and advertising appeals: Cross-cultural barriers to standardized global advertising. Journal of Euromarketing, 5(4), 57-79.
• Schwartz, S. H., & Bardi, A. (2001). Value hierarchies across cultures: Taking a similarities perspective. Journal of cross-cultural Psychology, 32(3), 268-290.
• Shao, X., Jeong, E., Jang, S. S., & Xu, Y. (2020). Mr. Potato Head fights food waste: The effect of anthropomorphism in promoting ugly food. International Journal of Hospitality Management, 89, 102521.
• Singelis, T. M., Triandis, H. C., Bhawuk, D. P., & Gelfand, M. J. (1995). Horizontal and vertical dimensions of individualism and collectivism: A theoretical and measurement refinement. Cross-cultural research, 29(3), 240-275.
• Spielmann, N., & Delvert, M. (2014). Adapted or standardized copy: Is non-cultural English the answer?. Journal of Business Research, 67(4), 434-440.
• Steenkamp, J. B. E. (2001). The role of national culture in international marketing research. International Marketing Review, 18(1), 30-44.
• Toncar, M. F. (2001). The use of humour in television advertising: revisiting the US-UK comparison. International Journal of Advertising, 20(4), 521-539.
• Triandis, H. C., & Gelfand, M. J. (1998). Converging measurement of horizontal and vertical individualism and collectivism. Journal of personality and social psychology, 74(1), 118.
• Watkins, H. S., & Liu, R. (1996). Collectivism, individualism and in-group membership: implications for consumer complaining behaviors in multicultural contexts. Journal of International Consumer Marketing, 8(3-4), 69-96.
• Waytz, A., Cacioppo, J., & Epley, N. (2010). Who sees human? The stability and importance of individual differences in anthropomorphism. Perspectives on Psychological Science, 5(3), 219-232.
• Weinberger, M. G., & Spotts, H. E. (1989). A Situational View of Information Content in TV Advertising in the US and UK. The Journal of Marketing, 89-94.
• Wen Wan, E., Peng Chen, R., & Jin, L. (2017). Judging a book by its cover? The effect of anthropomorphism on product attribute processing and consumer preference. Journal of Consumer Research, 43(6), 1008-1030.
• Wood, M. (2019). The potential for anthropomorphism in communicating science: Inspiration from Japan. Cultures of Science, 2(1), 23-34.
• Yang, L. W., Aggarwal, P., & McGill, A. L. (2020). The 3 C's of anthropomorphism: Connection, comprehension, and competition. Consumer Psychology Review, 3(1), 3-19.
• Yucel-Aybat, O., & Kramer, T. (2018). The impact of competitiveness on consumer responses to comparative advertisements. Journal of Advertising, 47(2), 198-212.