Türkiye'de yayınlanan 1980 sonrası reklam sloganlarında duygusal pazarlama
Küçük Resim Yok
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışma, reklam sloganlarının ve reklam metinlerinin toplumun ekonomik koşullarına ve kültürel değerlerine bağlı olarak değişebileceğini belirtmek amacıyla yürütülmüştür. Bu amaç doğrultusunda, öncelikle 1980 yılı öncesi ve 1980 yılı sonrası gazetelerde yayınlanmış olan reklam sloganları ve reklam metinleri analiz edilmiştir. Bunun sonucunda, 1980 yılı öncesinde yayınlanan reklam sloganlarının ürün ve marka odaklı olduğu ve hedef kitlesine rasyonel vaatlerde bulundukları görülmüştür. Fakat 1980'lerdeki ekonomik koşulların ve kültürel değerlerin değişmeye başlamasıyla beraber, 1980 yılından sonra yayınlanan reklam sloganları da değişmiştir. Bu değişimin sonucunda, 1980 sonrasında yayınlanan sloganların duygusal faydalara yer verdiği ve hedef kitlesine duygusal vaatlerde bulunduğu görülmüştür.
This study was carried out to demonstrate that the advertising slogans and advertising copies could be affected by the economic conditions and cultural values of the society. To show this point, firstly advertising slogans and advertising copies were analyzed based on the publications on the newspapers before and after 1980. It was observed that the advertising slogans published before 1980 were product and brand focused and they made rational promises to their target markets. However, with changes in economic conditions and cultural values of society during the 1980's, the advertising slogans published after 1980 had also transformed. In consequence of these changes, it was established that the advertising slogans published after 1980 displayed emotional benefits and they had emotional promises to their target markets.
This study was carried out to demonstrate that the advertising slogans and advertising copies could be affected by the economic conditions and cultural values of the society. To show this point, firstly advertising slogans and advertising copies were analyzed based on the publications on the newspapers before and after 1980. It was observed that the advertising slogans published before 1980 were product and brand focused and they made rational promises to their target markets. However, with changes in economic conditions and cultural values of society during the 1980's, the advertising slogans published after 1980 had also transformed. In consequence of these changes, it was established that the advertising slogans published after 1980 displayed emotional benefits and they had emotional promises to their target markets.
Açıklama
Anahtar Kelimeler
Reklamcılık, Advertising, İletişim Bilimleri
