Reklamlarla Marka Kişiliği Geliştirmek: Arketipler Tüketicileri Yakalayabiliyor Mu?

Markanın başarısına önemli bir katkı sağlaması nedeniyle marka kişiliği geliştirebilmek tüm pazarlama yöneticilerinin ulaşmak istedikleri önemli bir hedef olmaktadır. Bu çalışmada marka kişiliğinin reklamla ilişkisi açıklanarak, reklamlar aracılığıyla marka kişiliği geliştirmek istendiğinde kullanılabilecek, yenilikçi bir yaklaşım sunan ve alternatif modellerden biri olan arketip modeli, gerçekleştirilen nitel ve nicel uygulamalar sonucu değerlendirilmiştir. Dünya havacılık sektörünün en başarılı on firmasına ait global reklamın analizi ve 390 öğrenci katılımcı üzerinde yürütülen online araştırmaların sonucunda bu firmaların reklamlarında öncelikle marka kişilik arketiplerinden faydalandıkları belirlenmiştir. Reklamlarda ağırlıklı olarak yardımsever ve soytarı/şakacı arketiplerinin kullanıldığı görülmüş ve ilgili reklamlarda kullanılan tüm arketiplere ilişkin göstergeler tespit edilerek bu göstergelerin katılımcılar tarafından doğru bir şekilde algılanabildiği bulgulanmıştır.

Anahtar Kelimeler:

Reklam, Marka Kişiliği, Transfer Modeli, Kolektif Bilinçdışı, Arketip

Building Brand Personality via Advertising: Can Consumers Make Sense of Archetypes ?

Creating brand personality is one of the goals each and every marketing manager aims to achieve because it contributes highly to the overall success of the brand. This work elaborates on the relationship between brand personality and advertising by exploring the ways in which adverts can be successfully used to develop brand personality. The article first focuses on Archetype modelling which is one of the innovative ways of generating brand personality and then explores this technique through qualitative and quantitative methods. The article uses the most successful 10 global airlines adverts, identifies the primary archetypes they used in their commercials and verifies this conducting an online survey with 390 respondents. The research finds out that the majority of airline companies successfully use caregiver and jester archetypes in their commercials. The article also provides indicators for each of the archetypes used in the commercials and verifies their reliability through the survey where participants were consistently able to correctly identify the indicators with nominated archetype for each commercial as presented to them.

Keywords:

Advertisement, Brand Personality, Transfer Model, Collective Unconscious, Archetype,

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Yayın Aralığı: Yılda 3 Sayı
Başlangıç: 2013
Yayıncı: İstanbul Üniversitesi Yayınevi

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