Bilimsel Reklamcılığın Yaratıcı Dehası: Claude Hopkins
Betimleyici ve nitel nitelik arz eden bu çalışma kapsamında, reklam tasarımlarında kullandığı yaratıcı tekniklerle ve reklam etkinliğini bilimsel olarak ölçmesiyle reklamcılık tarihine iz bırakan isimler arasında yerini alan Claude C. Hopkins’in reklam felsefesi, bu felsefe çerçevesinde şekillendirdiği tasarımları ve adanmış takipçilerinden olduğu bilimsel reklamcılık konuları ele alınmaktadır. Modern reklamcılığın öncülerinden Claude Hopkins, bir reklamcının değişmeyen belirli ilke ve kurallar uyarınca üretimde bulunması gerektiğini savunmuş, üretimlerinin etkinliğini bilimsel tekniklerle ölçmüştür. Gerçekleştirdiği tüketici odaklı pazar araştırmalarından elde ettiği verileri reklam metinlerine yansıtan usta reklamcının geliştirerek kullandığı teknikler, Rosser Reeves ve David Ogilvy gibi efsane reklamcıların ortaya koyduğu yaratıcı stratejilere temel teşkil etmiştir. Bu çalışmada öncelikle, modern reklamcılık ve bilimsel reklamcılığın gelişimi konu edilmekte, ardından Hopkins’in reklam anlayışı üzerinde durulmaktadır. İkinci bölümde, ünlü reklamcının tasarımlarında kullandığı yaratıcı teknikler örnek reklam çalışmalarıyla ele alınmakta ve son olarak Hopkins’in başarılı bir şekilde kullandığı bilinen rakibin üstüne çıkma tekniğiyle tasarladığı ünlü reklam kampanyaları mercek altına alınmaktadır.
Creative Genius of Scientific Advertising: Claude Hopkins
This study which is qualitative and descriptive in nature, will examine Claude C. Hopkins who impressed advertising history with his creative techniques and with his approach of advertising research. In the content of this study, the advertising philosophy of Hopkins and the designs he shaped in parallel with this philosophy and scientific advertising that he dedicated are investigated. One of the foremost pioneers of modern advertising, Hopkins asserted that an advertiser should produce according to the certain scientific principals and rules. He also acquired the data from consumer behavior focused market researches and reflected that data on his advertising copies. His techniques formed a basis of the creative strategies introduced by legend advertisers such as David Ogilvy and Rosser Reeves. In this study, firstly modern advertising and the development of the scientific advertising is examined. After approaching the advertising philosophy of Hopkins, the creative techniques that he used is explained with examples of his advertising designs. The study also examines Hopkins’ renowned advertising campaigns designed skillfully with pre-emptive claim.
___
- Aksoy, A. (2007). Yeni Reklamcılık. İstanbul: Bilgi Üniversitesi Yayınları.
- Applegate, E. (1998). History of The Mass Media in The United States: An Encyclopedia.
January 1.
- Bartos, R. (1986). Founding Fathers of Advertising Research. Journal of Advertising
Research, February-March, 13-14.
- Beard, F. K. (2004). Hard-Sell Killers and Soft-Sell Poets. Journalism History, 30(3),
141-149.
- Beard, F. K. (2008). Humor in the Advertising Business. USA: Rowman & Littlefield
Publishers Incorporated.
- Brandwynne, J. (1974). Limits of Advocacy: Advertising. PRQ, Winter, 11-12.
Chunawalla, S. A. (2008). Foundations of Advertising: Theory and Practice. Mumbai:
Global Media.
- Cialdini, R. B. (2009). İknanın Psikolojisi. İstanbul: MediaCat Kitapları.
- Crain, R. (1997). Maybe Things Aren’t Progressing As Fast As They Seem To Be.
Advertising Age, 68(1), 21.
- Curti, M. (1967). The Changing Concept of ‘Human Nature’ in the Literature of
American Advertising. The Business History Review, 41(40), 335-357.
- De Water, T. J. V. (1997). Psychology’s Entrepreneurs and The Marketing of Industrial
Psychology. Journal of Applied Psychology, 82(4), 486-499.
- Dillon, T. (1975). Advertising: The Battle Against Mediocrity. Speech Delivered to the
Adcraft Club of Detroit, Michigan, April 18, 491-495.
- Eisenberg, B., Tivador, J. ve Davis, L. T. (2008). Always Be Testing: The Complete Guide
to Google Website Optimizer. Canada: Wiley Publishing Incorporated.
- Engelland, B. T., Lueg, J. E. ve Watson, S. (2006). Great Marketers as Role Models:
The Key Characteristics Students Can Emulate. Journal for Advancement of
Marketing Education, Volume 8, Summer, 70-78.
- Feldwick, P. (2009). Brand Communications. R. Clifton (Ed.). Brands and Branding
(s.127-146). Canada: Profile Books Limited.
- Franzen, G. ve Moriarty, S. (2009). The Science and Art of Branding. USA: M.E. Sharpe
Incorporated.
- Friedman, W. A. (2004). Birth of a Salesman: The Transformation of Selling in America.
USA: Harvard University Press.
- Graves, P. (2010). Consumerology: The Market Research Myth, The Truth About
Consumers and Psychology of Shopping. Finland: Nicholas Brealey Publishing.
- Gulas, C. S. ve Weinberger, M. G. (2006). Humor in Advertising. USA: M E Sharpe
Incorporated.
- Gürel, E. ve Bakır, U. (2007). İmgeden Zihne Giden Yol ve Bir Reklam Gurusu: Leo
Burnett. Pi-Pazarlama ve İletişim Kültürü Dergisi, Yıl: 6, Sayı: 19, 40-59.
- Gürel, E. ve Alem, J. (2009). Rosser Reeves ve Temel Satış Vaadi. Pi-Pazarlama ve
İletişim Kültürü Dergisi, Yıl: 8, Sayı: 30, 12-29.
- Hastings, H. ve Saperstein, J. (2008). Improve Your Marketing to Grow Your Business.
USA: Pearson Education Incorporated.
- Hatch, D. ve Jackson, D. (1999). 2239 Tested Secrets for Direct Marketing Success. USA:
NTC Business Books.
- Hopkins, C. C. (1998). My Life in Advertising & Scientific Advertising. USA: NTC
Business Books.
- Hopkins, C. C. (2007). Reklamcılık Yaşantım ve Bilimsel Reklamcılık (M. K. Gerçeker,
Çev.). İstanbul: Yapı Kredi Kültür Sanat Yayıncılık Ticaret ve Sanayi A.Ş. (1998).
- Jones, P. J. ve Slater, J. S. (2003). What’s in a Name? Advertising and the Concept of
Brands. USA: M.E. Sharpe Incorporated.
- Koekemoer, L. ve Bird, S. (2004). Marketing Communications. USA: Juta and Company
Limited.
- Kottman, J. E. (1977). The Parity Product – Advertising’s Achilles Heel. Journal of
Advertising, 6(1), 34-39.
- Kreshel, P. J. (1990). John B. Watson at Walter Thompson: The Legitimation of Science
in Advertising. Journal of Advertising, 19(2), 49-59.
- Kreshel, P. J. (1993). Advertising Research in the Pre-Depression Years: A Cultural
History. Journal of Current Issues and Research in Advertising, 15(1), 59-75.
- Laird, P. W. (2001). Advertising Progress: American Business and the Rise of Consumer
Marketing. USA: The Johns Hopkins University Press.
- Lavidge, R. J. (1999). Mass Customization is Not an Oxy-Moron. Journal of Advertising
Research, 39(4), 70-72.
- Lockley, L. C. (1950). Notes on the History of Marketing Research. Journal of
Marketing, 14(5), 733-736.
- Marchand, R. (1985). Advertising the American Dream: Making for Modernity 1920-
1940. England: California Press.
- McFall, E. R. (2004). Advertising: A Cultural Economy. Great Britain: Sage Publications.
- McGarry, E. D. (1936). The Importance of Scientific Method in Advertising. Journal of
Marketing, 2(1), 82-86.
- McGovern, C. F. (2006). Consumption and Citizenship, 1890-1945. USA: The University
of North Carolina Press.
- Morris, M. (2009). The Unemployed Millionaire. USA: John Wiley and Sons Incorporated.
- Mortensen, K. W. (2013). Maximum Influence: The 12 Universal Laws of Power
Persuasion. USA: AMACOM.
- O’Guinn, T. C., Allen, T. ve Semenik, R. J. (2009). Advertising and Integrated Brand
Promotion. USA: South Western Cengage Learning.
- Okazaki, S., Mueller, B. ve Taylor, C. R. (2010a). Measuring Soft-Sell Versus Hard-Sell
Advertising Appeals. Journal of Advertising, 39(2), 5-20.
- Okazaki, S., Mueller, B. ve Taylor, C. R. (2010b). Global Consumer Culture Positioning:
Testing Perceptions of Soft Sell and Hard Sell Advertising Appeals Between U.S.
and Japanese Consumers. Journal of International Marketing, 18(2), 20-34.
- Özkundakçı, A. (2008). Reklamcılığa Giriş. İstanbul: Hayat Yayıncılık.
- Parry, M. E. (2002). Strategic Marketing Management. USA: McGraw Hill Companies.
- Pierce, P. (1999). Humor in Television Advertising: A Researcher’s View. J. P. Jones
(Ed.). The Advertising Business (s.181-192). USA: Sage Publications.
- Pouillard, V. (2005). American Advertising Agencies in Europe: J. Walter Thompson’s
Belgian Business in The Inter - War Years. Business History, 47(1), 44-58.
- Pringle, H. ve Field, P. (2008). Brand Immortality: How Brands Can Live Long and
Prosper. Great Britain: Kogan Page Limited.
- Richards, B., MacRury, I. ve Botterill, J. (2013). The Dynamics of Advertising. Singapore:
Routledge Company.
- Rotzoll, K. B. ve Barban, A. M. (1984). Advertising Education. Current Issues and
Research in Advertising, 7(2), 1-18.
- Schorman, R. (2008). Claude Hopkins, Earnest Calkins, Bissell Carpet Sweepers and
the Birth of Modern Advertising. Journal of the Gilded Age and Progressive Era,
7(2), 182-219.
- Segrave, K. (2010). America Brushes Up. USA: McFarland & Company Incorporated.
- Sharp, B. (2015). Markalar Nasıl Büyür? Pazarlamacıların Bilmedikleri. İstanbul: The
Kitap.
- Szetela, D. ve Kerschbaum, J. (2010). Pay-Per-Click: Search Engine Marketing. Canada:
Wiley Publishing.
- Thompson, M., Tracy, B. ve Francen, H. (2010). Now Build a Great Business. USA:
AMACOM.
- Tungate, M. (2007). Ad Land: A Global History of Advertising. Great Britain: Kogan
Page Limited.
- Yavuz, Ş. (2007). Reklamları İzlediniz. Ankara: Ütopya Yayınevi.
- Bodri, B. ve Senoff, M. (2004). The Claude Hopkins rare ad collection: the actual print
ads and marketing study guide. Erişim: 10 Aralık 2014, http://www.scribd.
com/doc/73398148/Claude-Hopkins-Course.
- Ok, S. (2015). Konumlandırma ölmedi, metamorfoz geçirdi!. Erişim: 08 Temmuz 2018,
Brand Talks Ağ Sitesi: http://brandtalks.org/2015/03/konumlandirmaolmedi-metamorfoz-gecirdi/
Audimeter. (t.y.). Erişim: 15 Aralık 2014, http://www.nielsenmedia.com/glossary/
terms/A/
- Chalmers Company Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1109/type/mediu/file.html
- Chalmers Company Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1075/type/mediu/file.html
- Claude Clerence Hopkins. (t.y.). Erişim: 10 Ocak 2014, http://www.aweber.com/
blog/email-marketing/sales-lessons-from-great-copywriters.htm
- Claude Hopkins - The First Ad Man. (t.y.). Erişim: 16 Aralık 2014, http://www.
wolfewithane.squarespace.com/blog/2011/2/16/bio-claude-hopkins-thefirst-ad-man.html
- Claude Hopkins. (t.y.). Erişim: 06 Ocak 2014, http://www.advertisinghalloffame.
org/members/member_bio.php
- Claude Hopkins (t.y.). Erişim: 27 Ocak 2014, http://www.advertisinghalloffame.
org/members/member_bio.php?memid=664&uflag=&year =all
- Claude Hopkins. (t.y.). Erişim: 07 Kasım 2014, http://www.billiondollaradsecrets.
com/claude.html
- Claude Hopkins. (t.y.). Erişim: 06 Aralık 2014, http://www.longlostmarketingsecrets.
com/mastermarketers/claudehopkins.htm
- Claude Hopkins. (t.y.). Erişim: 25 Aralık 2014, http://www.claudehopkinsadvertising.
com/confirm/Claude_Hopkins_Course.pdf
- Claude Hopkins the Father of Modern Advertising. (t.y.). Erişim: 13 Kasım 2014,
http://www.joaniemcmahon.com/natura/healthbusiness/claude-hopkinsfather-modern-advertising
- Dr. Shoop’s Restorative İlaç Reklamı Görseli. (t.y.). Erişim: 15 Aralık 2014, http://
www.periodpaper.com/media/catalog/product
- Dr. Shoop’s Restorative İlaç Reklamı Görseli. (t.y.). Erişim: 15 Aralık 2014, http://
www.periodpaper.com/media/catalog/product/cache/1/image/8022f0110
5bea4edf676ba39d5976c14/T/I/TIN4_697_8.JPG
- Goodyear Reklam Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.hardtofindads.
com/home/ad_details/ad_key/1100/type/mediu/file.html
- Goodyear Reklam Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.hardtofindads.
com/home/ad_details/ad_key/1066/type/mediu/file.html
- Harry L. Hollingworth (t.y.). Erişim: 02 Nisan 2014, http://psychology.barnard.edu/
sites/default/files/inline/hollingworth.pdf
- How Claude Hopkins Took Schlitz Beer From 8th to First in America. (t.y.). Erişim: 18
Aralık 2014, http://www.wordsmithbob.com/articles/How-Claude-HopkinsTook-Schlitz-Beer-From-8th-to-First-in-America.html
- Hudson Company Basın İlanı Görseli. (t.y.). Erişim: 15 Aralık 2014, http://www.
periodpaper.com/media/catalog/product/cache/1/image/540x/3be94435f
c5c39f0d7e641591902dff2/S/P/SP4_242_8.JPG
- Hudson Company Basın İlanı Görselleri (t.y.). Erişim: 15 Aralık 2014, http://4.
bp.blogspot.com/-Hdfiz7nMjw/TcXsLmb2ApI/AAAAAAAACkE/-
HnwOH2PJfw/s1600/15hAD.jpg
- John B. Watson. (t.y.). Erişim: 02 Nisan 2014, http://www.princeton.edu/~achaney/
tmve/wiki100k/docs/John_B._Watson.html
- John Broadus Watson (t.y.). Erişim: 02 Nisan 2014, http://faculty.frostburg.edu/
mbradley/psyography/johnbroaduswatson.html
- Liquozone - Likit Ozon Kupon Reklamı Görseli. (t.y.). Erişim: 25 Aralık 2014, http://
www.periodpaper.com/media/catalog/product/cache/1/image/8022f0110
5bea4edf676ba39d5976c14/G/U/GUN1_021_8.JPG
- Liquozone - Likit Ozon Reklam Görseli (t.y.). Erişim: 25 Kasım 2014 http://farm7.
staticflickr.com/6149/6190688369_ba08b0bb26_z.jpg
- Lord & Thomas (t.y.). Erişim: 10 Ocak 2014, http://www.adage.com/article/adageencyclopedia/lord-thomas/98753/
- Overland Otomobil Reklam Görseli. (t.y.). Erişim: 05 Nisan 2014,http://www.
hardtofindads.com/home/ad_details/ad_key/1084/type/mediu/file.html
- Palmolive Sabun Reklam Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1071/type/mediu/file.html
- Pepsodent Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1001/type/mediu/file.html
- Pepsodent Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014,
http://www.hardtofindads.com/home/ad_details/ad_key/1002/type/mediu/file.
html
- Pepsodent Basın İlanı Görseli. (t.y.). Erişim: 11 Aralık 2014, http://www.cbc.ca/
ageofpersuasion/episode/season-5/2011/04/15/season-five-all-thingsbeing-equal-the-fascinating-world-of-parity-products-1/
- Quaker Oats Patlamış Buğday ve Patlamış Pirinç Reklam Görselleri. (t.y.). Erişim:
05 Nisan 2014,http://www.hardtofindads.com/home/ad_details/ad_
key/1067/type/mediu/file.html
- Quaker Oats Patlamış Buğday ve Patlamış Pirinç Reklam Görselleri. (t.y.). Erişim:
05 Nisan 2014,http://www.hardtofindads.com/home/ad_details/ad_
key/1077/type/mediu/file.html
- Reo ve Studebaker Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1063/type/ mediu/ file.html
- Reo ve Studebaker Basın İlanı Görseli. (t.y.). Erişim: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1089/type/mediu/file. html
- Schlitz Bira Reklam Görseli. (t.y.) Erişim Tarihi: 05 Nisan 2014, http://www.
hardtofindads.com/home/ad_details/ad_key/1062/type/mediu/file.html
- Schlitz Brewing Co. (t.y.). Erişim: 10 Ocak 2014, http://www.adage.com/article/
adage-encyclopedia/Schlitz-brewing/98868/
- Van Camp Etli Kuru Fasulye Konservesi Reklam Görseli. (t.y.) Erişim: 05 Nisan 2014,
http://www.hardtofindads.com/home/ad_details/ad_key/1088/type/
mediu/file.html
- Van Camp Etli Kuru Fasulye Konservesi Reklam Görseli. (t.y.). Erişim: 05 Nisan
2014,http://www.hardtofindads.com/home/ad_details/ad_key/1090/type/
mediu/file.html
- Wilhelm Wundt. (t.y.). Erişim: 02 Nisan 2014, http://plato.stanford.edu/entries/
mental-imagery/founders-experimental-psychology.html
- William James. (t.y.). Erişim: 02 Nisan 2014, http://plato.stanford.edu/entries/
james/1