Iphone “The Greatest” Reklam Filminin Kişilik Kuramları, Sosyal Öğrenme ve Psikanalitik Kuram Perspektifinden İncelenmesi

Öz

Bu çalışmada, pazarlama mesajlarının tüketici davranışları üzerindeki etkilerini anlamak için kişilik kuramları, sosyal öğrenme teorisi ve psikanalitik yaklaşım gibi teorik çerçeveler kullanılmıştır. Araştırmanın amacı, reklamların bilinçli ve bilinçdışı algılar yoluyla davranışsal sonuçlara nasıl dönüştüğünü değerlendirmektir. Çalışmada, nitel bir yöntem benimsenmiş ve Apple Iphone’nin “The Greatest” başlıklı reklam filmi incelenmiştir. İlk defa 2022 yılında izleyiciyle buluşan reklam filmi araştırma kapsamında 01 Eylül-30 Eylül 2024 tarihleri arasında analiz edilmiştir. Reklamın içeriği, kullanılan semboller ve iletilen mesajlar teorik çerçeveler doğrultusunda analiz edilmiştir. Bulgular, reklamın klasik ve edimsel koşullanma, sosyal öğrenme ve psikanalitik yaklaşımlar aracılığıyla tüketicilerde olumlu bir marka algısı yaratmayı hedeflediğini göstermektedir. Sembolik mesajların bilinçdışı güdüleri harekete geçirerek ürünleri kişisel ifade araçları olarak sunduğu tespit edilmiştir. Analiz sonuçları, Apple’ın duygusal bağlılık yaratarak marka sadakatini artırmayı amaçladığını ortaya koymaktadır. Araştırma, modern pazarlama stratejilerinin psikolojik ve davranışsal etkilerine dair önemli bir perspektif sunmaktadır.

Anahtar Kelimeler

• Tüketici Davranışları
• Reklam Analizi
• Kişilik Kuramları
• Sosyal Öğrenme Teorisi
• Psikanalitik Kuram

Analysis of iPhone “The Greatest” Advertisement Film from the Perspective of Personality Theories, Social Learning and Psychoanalytic Theory

Abstract

In this study, theoretical frameworks such as personality theories, social learning theory, and psychoanalytic approach were used to understand the effects of marketing messages on consumer behavior. The aim of the research is to evaluate how advertisements transform into behavioral outcomes through conscious and unconscious perceptions. In the study, a qualitative method was adopted and the Apple iPhone commercial titled “The Greatest” was examined. The commercial, which met with the audience for the first time in 2022, was analyzed between September 01 and September 30, 2024 within the scope of the research. The content of the advertisement, the symbols used, and the messages conveyed were analyzed in line with theoretical frameworks. The findings show that the advertisement aims to create a positive brand perception in consumers through classical and operant conditioning, social learning, and psychoanalytic approaches. It was determined that symbolic messages present products as personal expression tools by activating unconscious motives. The analysis results reveal that Apple aims to increase brand loyalty by creating emotional attachment. The research provides an important perspective on the psychological and behavioral effects of modern marketing strategies.

Keywords

• Consumer Behavior
• Advertising Analysis
• Personality Theories
• Social Learning Theory
• Psychoanalytic Theory

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