Tiffany & Co., Cartier ve Bulgari— Lüks Mücevherde Basılı Reklam Analizi

Lüks ürünler, tarihleri boyunca toplumun belli bir kısmı tarafından tüketilebilen ve sadece kusursuz tasarım ve işçilikten öte onlara sahip olan kişilere kendilerini nasıl hissettirdikleri ve sadece kullanımları ile çevreye verdikleri mesaj ile anıldı. Lüks, günümüzde ürünün ne olduğu ile değil, ürünün tüketiciye yaşattığı deneyim ve markanın sembolize ettiği anlam ile tarif ediliyor. Lüks ürünleri kullanan tüketiciler, ürünün onlara kendilerini nasıl hissettirdiğini ve satın alacakları markanın diğer insanlara hangi duyguları çağrıştırdığını ön planda tutarak mücevher gibi ürünlerin tüketimini gerçekleştiriyorlar. Bu nedenle, bu makalede ele alınan lüks mücevher markaları ve ürünleri artık sadece kıyafet tamamlayıcı aksesuarlar olarak değil, kendi başlarına da birer anlam ifade eden statü ve varlık sembolleri haline gelmişlerdir. Dünyada bu tür lüks ve/veya gösterişli ürünlere vakit ve sermaye ayırmış olan ve ayırabilmeye devam edenler, bunu sadece yapabildikleri için değil, daha ziyade sosyal statülerini olduğundan daha da ileriye taşıdıklarını hissedebildikleri için yapan küçük ve elit bir grubun parçası olma hissi bile, Tiffany & Co., Cartier ve Bulgari gibi ikonlaşmış mücevher markalarının basılı reklamlarında müşterilerinin ilgisini çekebilmek için aleni ve alışılmış iletişim tekniği kullanma ihtiyacını ortadan kaldırıyor. Bu bilgilerin ışığında, bu makalede Tiffany & Co., Cartier ve Bulgari markalarının ikonik parçalarına ait birer basılı reklam kampanyası, kullanılan iletişim teknikleri açısından ele alınacak, her bir markanın reklamı ayrıca incelenecek ve yazar tarafından da yorumlanacaktır.

Tiffany & Co., Cartier and Bulgari— An Analysis of Print Luxury Jewellery Advertisements

Historically known to be savoured by the selected few, luxury products are famousfor not only their immaculate designs and artistry, but also how they make theirpossessors feel once they are put on and the messages they convey to others whosee them. Luxury is not defined by what the product is, but rather what kind of anexperience the product offers and what meaning the brand symbolises. Hence, thesepieces of fine jewellery have ceased to be a way to accessorise outfits, they havebecome status and wealth symbols in their own right. Therefore, luxury productsalso provide satisfaction in the sense that their users feel good and accomplishedfor having access to these items. Being able to be a member of the elite group ofconsumers who are able to afford such extravagances; the people who have added,and continue to add, such jewellery pieces to their collection do so not only becausethey can, but because doing so elevates their status, rendering it unnecessary forsuch iconic jewellery houses as Tiffany & Co., Cartier and Bulgari to have to rely onovert communication techniques in their print ads to capture the attention of theirconsumers. In this light, this article will focus on print advertisements by Tiffany &Co., Cartier and Bulgari for their iconic jewellery pieces with regard to the techniquesused such as symbolism, intertextuality, and polysemy, and include a short analysisfor each advertisement by the author.

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