2016

Marketable Emotions or Engaging Experiences: Towards a Conquest of Emotionality in Design

Bu makale tasarım ve duygusal deneyimler hareketi tarafından son sekiz yılda üretilmiş metinleri tarayarak, en önemli vargılarının altında yatan mantığı, bir reklam ve pazarlama mantığını, ortaya dökmek amacını taşımaktadır. Makale böylece hem hareketin yeni bir içeriği olup olmadığı sorusuna yanıt vermek, hem de bu kapsamda yapılan çalışmaların, şu anki haliyle, kendi ortaya koyduğu amaçlarla uyumluluğunu tartışmaya açmak niyetindedir. Hareketin ürettiği bilgi, gerçekten de, kullanıcının çevresindeki ürünler ile daha zengin, daha bağlayıcı ve böylece daha uzun süreli ilişkiler kurabilmesini mi sağlayacaktır? Bunu cevaplamak için ilk olarak hareketin sunduğu duygu kategorileri, özellikle de Desmet ve Hekkert (2007) tarafından sunulan kategoriler, incelenerek Williamson’un (2004) göstergebilimsel analizinde ortaya koyduğu reklamın işleyiş yapısı ve Baudrillard’ın (1981, 1970) anlattığı şekliyle tüketim sistemi ile karşılaştırılmıştır. Her iki durumda da benzerlikler ortaya koyularak, duygu kavramının tüketim ilişkilerini doğallaştırma işlevini üslendiği gösterilmiştir. Daha sonra makalenin odağı duygusal ihtiyaçların kullanılabilirlik çalışmalarına katılmasını öneren argümanlara kayarak, tüketim toplumunda ihtiyaç kavramının sahip olduğu önemli rol incelenmiştir. Hareketin sunduğu yeniliğin ancak özne ve nesne (ya da tüketimin öznesi ve tüketim nesnesi) arasında yeni bir tür bağ olarak duygusal deneyimleri sunmasında aranabileceği bu bağlamda iddia edilmiştir.

Anahtar Kelimeler:

pazarlama, tasarım

Pazarlanabilir Duygular, Etkileyici Deneyimler: Tasarımda Duygusallığın Fethine Doğru

This paper attempts an analysis of the body of texts offered within the boundaries of the design and emotion movement, in order to explicate the logic of marketing and advertising underlying its most prominent statements. In this manner, it is aimed to answer the question of novelty of the movement, as well as to evaluate whether the movement is capable of satisfying its declared aspirations; namely, providing the user with richer, more engaging and, therefore, prolonged experiences with products. This is realized by, firstly, facilitating a reading of the classification of emotions offered by the movement, more specifically the categories offered by Desmet and Hekkert (2007), and comparing the way they function to the semiological structure of advertising as formulated by Williamson (2004), and the system of consumption as elaborated by Baudrillard (1981, 1970). It is thus revealed how the concept of emotion is utilized to naturalize the intricacies of the consumer society. Then, attention is directed to the arguments within the movement which advocate the inclusion of the so-called emotional needs into usability studies. In this manner, the significance of the concept of need in the system of consumption as a mediator between subject and object is discussed and the novelty of the movement is sought within this novel way in which it attempts to connect the subject (of consumption) and the object (of consumption) through emotional needs.

Keywords:

marketing, design,

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