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

Yıl 2025, Cilt: 9 Sayı: 1, 229 - 246

Abdullah Ballı

https://doi.org/10.29216/ueip.1613716

Öz

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.

Anahtar Kelimeler

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

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

Kaynakça

• Aaker, J. L. (1997). Dimensions of brand personality. Journal of Marketing Research, 34(3), 347-356.
• Akers, R. (2017). Social learning and social structure: A general theory of crime and deviance. Routledge.
• Allport, G. W. (1961). Pattern and growth in personality. Holt, Rinehart & Winston.
• Bandura, A. (1977). Social learning theory. Englewood Cliffs.
• Bandura, A. (1978). Reflections on self-efficacy. Advances In Behaviour Research And Therapy, 1(4), 237-269.
• Bandura, A. (1986). Social foundations of thought and action. Englewood Cliffs, NJ: Prentice Hall.
• Bandura, A. (1997). Self-efficacy: The exercise of control. Macmillan.
• Bandura, A., & Kupers, C. J. (1964). Transmission of patterns of self-reinforcement through modeling. The Journal of Abnormal and Social Psychology, 69(1), 1-9.
• Baudrillard, J. (2008). Tüketim Toplumu: Söylenceleri. Yapıları (H. Deliceçaylı ve F. Keskin, Çev.). İstanbul: Ayrıntı Yayınları.
• Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.
• Benson, N., Ginsburg, J., Grand, V., Lazyan, M., & Weeks, M. (2012). The psychology book: Big ideas simply explained. Gabal.
• Bernays, E. L. (2005). Propaganda. Ig Publishing. (Original work published 1928)
• Bouchard, T. J., & Loehlin, J. C. (2001). Genes, evolution, and personality. Behavior Genetics, 31, 243-273.
• Cattell, R. B. (1965). The scientific analysis of personality. Penguin.
• Cialdini, R. B. (2009). Influence: Science and practice (Vol. 4, pp. 51-96). Boston: Pearson education.
• Costa, P. T., & McCrae, R. R. (1992). Normal personality assessment in clinical practice: The NEO Personality Inventory. Psychological Assessment, 4(1), 5.
• Costa, P. T., & McCrae, R. R. (1999). A five-factor theory of personality. Handbook of personality: Theory and Research, 2(01), 1999.
• Demirbaş, M., & Yağbasan, R. (2005). Sosyal öğrenme teorisine dayalı öğretim etkinliklerinin, öğrencilerin bilimsel tutumlarının kalıcılığına olan etkisinin incelenmesi. Uludağ Üniversitesi Eğitim Fakültesi Dergisi, 18(2), 363-382.
• Ellenberger, H. F. (1970). The discovery of the unconscious: The history and evolution of dynamic psychiatry (Vol. 1, pp. 280-281). New York: Basic Books.
• Flynn, L. R., & Goldsmith, R. E. (2016). Introducing the super consumer. Journal of Consumer Behaviour, 15(3), 201-207.
• Freud, S. (1961). Civilization and its discontents (J. Strachey, Trans.). Canada:Broadview Press.
• Freud, S. (1966). Psychopathology of everyday life. WW Norton & Company.
• Freud, S. (1989). The ego and the id (1923). Tacd Journal, 17(1), 5-22.
• Helgeson, J. G., & Supphellen, M. (2004). A conceptual and measurement comparison of self-congruity and brand personality: The impact of socially desirable responding. International Journal of Market Research, 46(2), 205-233.
• Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2018). Consumer Behavior (7th Edt.). Cengage Learning
• Jay, M. (1996). The dialectical imagination: A history of the Frankfurt School and the Institute of Social Research, 1923-1950 (No. 10). University of California Press.
• John, O. P., & Srivastava, S. (1999). The Big-Five trait taxonomy: History, measurement, and theoretical perspectives. Access address: https://personality-project.org/revelle/syllabi/classreadings/john.pdf
• Lorenzo, O., Kawalek, P., & Ramdani, B. (2008). The diffusion of enterprise systems within organizations: A social learning theory perspective. ECIS 2008 Proceedings. 76. https://aisel.aisnet.org/ecis2008/76
• McCracken, G. D. (1990). Culture and consumption: New approaches to the symbolic character of consumer goods and activities (Vol. 1). Indiana University Press.
• McCrae, R. R., & Costa Jr, P. T. (1997). Personality trait structure as a human universal. American Psychologist, 52(5), 509-516.
• Morgan, T. J., Rendell, L. E., Ehn, M., Hoppitt, W., & Laland, K. N. (2012). The evolutionary basis of human social learning. Proceedings of the Royal Society B: Biological Sciences, 279(1729), 653-662.
• Morris, P. (1993). Literature and feminism: an introduction. Wiley-Blackwell.
• Obermiller, C., & Spangenberg, E. R. (2000). On the origin and distinctness of skepticism toward advertising. Marketing Letters, 11, 311-322.
• Packard, V. (2007). The hidden persuaders. Ig Publishing Reissue Ed.
• Park, S. (2020). Marketing management (Vol. 3). Seohee Academy.
• Pavlov, I. P. (1927). Conditioned reflexes: An investigation of the physiological activity of the cerebral cortex. Oxford University Press.
• Rosenstock, I. M., Strecher, V. J., & Becker, M. H. (1988). Social learning theory and the health belief model. Health education quarterly, 15(2), 175-183.
• Skinner, B. F. (1965). Science and human behavior (No. 92904). Simon and Schuster.
• Solomon, M. R. (2020). Consumer behavior: Buying, having, and being. Pearson.
• Statista. (2023). Global advertising spending from 2017 to 2024 (in billion U.S. dollars). Erişim adresi: https://www.statista.com/statistics/236943/global-advertising-spending
• Stavrakakis, Y. (2007). The Lacanian left: Psychoanalysis, theory, and politics. Edinburgh University Press.
• Strickland-Davis, S., Kosloski, M., & Reed, P. A. (2020). The impact of professional development grounded in social learning on community college faculty efficacy. Community College Journal of Research and Practice, 44(7), 492-507.
• The Greatest Advertisement, (2022). https://www.facebook.com/matthewwhitakerofficial/videos/what-an-amazing-experience-to-be-part-of-this-apple-video-called-the-greatestsat/5907203542680057/
• Türkcan, C. (2020). Sosyal öğrenme teorisi bağlamında sosyal ticaret teknolojilerinin tüketicinin satın alma niyetine etkisi: Instagram örneği. (Yayınlanmamış Yüksek lisans Tezi). Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü, Antalya.
• Tye, L. (2002). The father of spin: Edward L. Bernays and the birth of public relations. Macmillan.
• Xavier, M. (2018). Subjectivity, the unconscious and consumerism: consuming dreams. Springer.