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Reklam, kapitalizme hizmet eden en önemli sektörlerden biridir. Tüketicinin ilk etapta bilinçli ya da bilinçsiz kullandığı bir araç olarak reklam, teknolojinin getirdiği imtiyazla ekonominin yönünü tespit eder. İnsanlığın, etkisinden kurtulamadığı reklam sektörü iletişimin de bir aracıdır. Tüketiciyi ihtiyacı olsun olmasın her şartta satın almaya ikna edici gerekçe ve durumları yaratma beceri ve toplamı olarak özetlenebilen reklam olgusu, günün her saniyesinde beş duyumuzla maruz kaldığımız, psikolojik olarak etkilenmenin kaçınılmaz olduğu, yüzyılın en çok gelir sağlayan para kaynaklarından biri olarak değerlendirilmektedir (Taşkıran, Bolat 2013). Bu kadar önemli bir sektör, kendi alanı içindeki kuram ve ilkeler kadar ürünün sunulduğu hedef kitlenin de kültürünü ve sosyal yaşantısını iyi bilmek ve irdelemek zorundadır. Bütün ülkelere ürün satan bir markanın her ülkeye göre hazırladığı reklam birbirinden farklıdır ve hedef kitlesinin kültürünü taşır. Reklam, aynı zamanda bir iletişim aracıdır. Duygu ve düşüncelerin tezahürünü taşır. Duygu ve düşüncelerin nesiller arasındaki farkı da önemlidir. Nesillerin kültürel değerleri dikkate alınarak hazırlanan reklamların hedef kitlelerinin ürüne yaklaşımı o reklamın başarısını gösterir. Bütün bunlar bilinirken arka planda bilinmeyen daha farklı değerler de vardır. Bir banka reklamında ürün, genç bir kızla bir delikanlı arasındaki sevgili ilişkisi içerisinde transaksiyonel analiz kuramı ile işlenerek dikkat çekecek bir şekilde sunulmuş ve böylelikle toplumun değer yargıları kullanılmıştır. Bu çalışmada Erich Berne’nin transaksiyonel analiz kuramı kullanılarak bir banka reklam filminin yorumlaması yapılmış ve kültürel değerlerin reklam sektörüne etkisi tespit edilmeye çalışılmıştır.
Advertising is one of the most important sectors serving capitalism. As a tool that the consumer uses consciously or unconsciously at the first stage, advertising identifies the direction of the economy with the advantage that technology brings. The advertising industry that humanity cannot get rid of is also a means of communication. The advertising phenomenon, which can be summarized as the ability and sum of convincing reasons and circumstances to buy the consumer, whether it is necessary or not, is considered one of the most revenue sources of the century, where we are exposed to our five senses every second of the day, where psychically affected is inevitable (Tashkaran, Bolat 2013). Such an important sector, as the theory and principles in its own field, where the product is offered, the target audience must also know and understand the culture and social life. Advertising by a brand that sells products to all countries is different by each country and carries the culture of the target audience. Advertising is also a means of communication. It carries the manifestation of feelings and thoughts. The difference between feelings and thoughts is also important. The approach to the product of the target audience of the advertisements prepared taking into account the cultural values of the generations shows the success of that advertising. All of this is known, but there are also more unknown values in the background. In a bank advertisement, the product was presented in a way that attracted attention by processing the transaction analysis theory in the beloved relationship between a young girl and a boy, and thus the value judgments of society were used. In this study, Erich Berne’s transaction analysis theory was used to interpret a bank advertising film and to try to identify the impact of cultural values on the advertising industry.
Advertising is one of the most important sector serving capitalism. Advertising as a tool, which is used by the consumer, consciously or unconsciously in the first place determines the direction of the economy with the privilege brought by technology. The advertising sector, which humanity cannot get rid of its influence, is also a means of communication. The advertising phenomenon, which can be summarized as the sum of the skills and ordinances to create convincing reasons and situations to buy in every condition whether the consumer needs it or not, is considered to be one of the most income-generating sources of money in this century that we are exposed to by our five senses every second of the day, and where psychologically influenced is inevitable. Such an important sector has to know and examine the culture and social life of its target audience to which the product will be presented as well as the theories and principles within its field. The advertising prepared by a brand that sells products to all countries is different from each other according to each country and carries the culture of its target audience. Advertising is also a means of communication. It conveys the manifestation of emotions and thoughts. The difference between emotions and thoughts across generations is also important. The approach of the target audience to the product shows the success of that advertising which is prepared by considering the cultural values of the generations. While all this is known, there are also different values that are unknown in the background. In a bank advertisement, the product is presented in a remarkable way by using the theory of transactional analysis within the beloved relationship between a young girl and a young man, and thus the value judgments of the society are used. In this study, a bank advertising film is interpreted by using transactional analysis theory of Eric Berne and it is attempted to determine the effect of cultural values on the advertising sector.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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