AFİŞ TASARIMINDAN İKONİK MASKOTA BİR DÖNÜŞÜM ÖRNEĞİ; JOHN GILROY’UN GUINNESS AFİŞLERİ

AFİŞ TASARIMINDAN İKONİK MASKOTA BİR DÖNÜŞÜM ÖRNEĞİ; JOHN GILROY’UN GUINNESS AFİŞLERİ 1929-1965 Emin TOKSÖZ Ankara Sosyal Bilimler Üniversitesi, Türkiye emin.toksoz@asbu.edu.tr https://orcid.org/0000-0002-7003-4383 ÖZ John Gilroy, 1929-1965 yılları arasında Guinnes firması için afiş ve ilan çalışmaları üretmiştir. Bu afişler ve afişlerde yer alan karakterler tüketici ve markanın hedef kitlesi tarafından çok beğenilmiş ve ilgi görmüştür. Zaman içinde afişlerde yer alan karakterler markayla ve İrlanda kültürüyle özdeşleşmiştir. Nitekim bu karakterler markanın tanıtımdan bağımsız maskot olarak kullanılmaya başlanmıştır. Gilroy’un yakaladığı bu önemli başarının altında yatan nedenlerin başında Gilroy’un yeteneği ve afişlerinde kullandığı güçlü mizahi anlatım dili gelmektedir. Gilroy’un afişlerinin yayınlandığı dönemin koşullarının yanı sıra dünyada karton (cartoon) ve çizgi film endüstrisinde yaşanan gelişmeler de göz ardı edilmemelidir. Bu nedenle Gilroy’un ürettiği Guinness afişlerinin kazandığı popülerlik ve tanınırlığın ötesinde markadan bağımsız değerli bir imge hâline gelmesinin nedenlerini incelemek özellikle afiş tasarımcıları için önem arz eden bir konudur. Bu çalışmada Gilroy’un Guinness için 1929-1965 yılları arasında tasarladığı afişlerin içerikleri arşiv ve literatür taraması ile beraber bulunan örnekler niteliksel betimle yöntemiyle incelemiştir. Anahtar Kelimeler: Maskot, Karton, Afiş, Afiş Tasarımı, John Gilroy.

Anahtar Kelimeler:

Maskot, Karton, Afiş, Afiş Tasarımı, John Gilroy., Mascot, Cartoon, Poster, Poster Design

AN EXAMPLE OF THE TRANSFORMATION FROM POSTER DESIGN TO ICONIC MASCOT; GUINNESS POSTERS OF JOHN GILROY

AN EXAMPLE OF THE TRANSFORMATION FROM POSTER DESIGN TO ICONIC MASCOT; GUINNESS POSTERS OF JOHN GILROY 1929-1965 ABSTRACT John Gilroy produced posters and advertisements for the Guinnes company between 1929 and 1965. These posters and the characters on the posters were highly appreciated and attracted by the consumer and the target audience of the brand. Over time, the characters on the posters became synonymous with the brand and Irish culture. As a matter of fact, these characters have started to be used as mascots independent of the brand's promotion. Gilroy's talent and the strong humorous expression language used in his posters are at the forefront of the reasons behind this important success of Gilroy. However, in addition to the conditions of the period when Gilroy's posters were published, the developments in the cardboard and cartoon industry in the world should not be ignored. For this reason, it is especially important for poster designers to examine the reasons why the Guinness posters produced by Gilroy have become a valuable image independent of the brand beyond the popularity and recognition it has gained. In this context, in this study, the contents of the posters that Gilroy designed for Guinness between 1929 and 1965 were examined with the qualitative description method, together with the archive and literature review. Keywords: Mascot, Cartoon, Poster, Poster Design, John Gilroy.

Keywords:

Mascot, Cartoon, Poster, Poster Design,

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