KÜLTÜRLERARASI REKLAM ARAŞTIRMALARI: NIKE 8 MART DÜNYA KADINLAR GÜNÜ REKLAM KAMPANYASI ÖRNEĞİ

Öz Bu çalışmada; global bir marka olan Nike’ın Türkiye, Orta Doğu ve Rusya için hazırladığı 8 Mart Dünya Kadınlar Günü temalı reklam filmlerinde, hangi kültürel değerleri ve çekicilikleri kullandığını ayrıca izleyicilerin reklama yönelik beğeni ifadelerinin neler olduğunu araştırmak amaçlanmıştır. Bu amaç doğrultusunda YouTube izleyici duvar yorumları, içerik analizinden faydalanılarak her üç ülke için ayrı ayrı incelenmiştir. İçerik analizinden elde edilen nitel verilerde; Türkiye için kadına yüklenen ev içi sorumluluk, olumlu ve olumsuz yaklaşımlarla tartışılmış ve kadın gücü, özgürlük, başarı, güç, meslek, para, hırs, rekabet ve özdeşleştirme çekiciliklerine vurgu yapıldığı bulunmuştur. Orta Doğu’da yayınlanan reklamda ise izleyiciler, örtünün reklamda kullanılmasına yönelik farklı görüşler ileri sürmüştür. İzleyici yorumlarından elde edilen çekicilikler ise eşit(siz)lik, aidiyet, ırkçılık, itici güç kadınlar ve sömürüdür. Rusya’da gösterime giren reklamda da kültürel değer olarak, kadınların kendilerini nasıl isterlerse öyle tanımlayabilecekleri, kullanılan reklam sloganı ile benzer şekilde ifade edilse de kadınların erkeklere özenen steroid varlıklar olduğu iddiasında bulunulmuştur. Ayrıca, reklamlarda; dünyayı değiştirme isteği, farklılık, özgürlük, steroid, cinsiyetçilik, seks ve başarı çekicilikleri kullanıldığı tespit edilmiştir. Reklam beğeni ifadelerinin ise her üç ülkede benzerlik gösterdiği bulunmuştur.

Kaynakça

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