Yaşam Tarzı Markalamada Filmlerin Etkisi: “Bi Küçük Eylül Meselesi” Örneği
Yaşam tarzı basit bir ifade ile “birinin nasıl yaşadığı” olarak tanımlanmaktadır. Pazarlamada “yaşam tarzı”,potansiyel müşteriler olarak bireylerin davranışlarını, küçük bir grup etkileşim halinde olan insanlarıve daha büyük insan gruplarını (örneğin pazar segmentlerini) tarif etmektedir. Bu nedenle yaşam tarzıkavramı kişilik kavramından oldukça farklı olan bir fikir setini temsil etmektedir. Yaşam tarzı, insanların yaşadığıekonomik gelir düzeyi, paralarını nasıl harcadıkları, ne ile ilgilendikleri, kendilerine ve çevrelerindekidünyaya nasıl baktıkları ve zamanlarını nasıl değerlendirdiklerine ilişkindir (Anderson ve Golden, 1984).Son zamanlarda küreselleşme, medya (film, televizyon şovları ve diziler, dergiler) ve teknolojik gelişmelersayesinde yaşam tarzındaki değişiklikler hızla artmaya başlamıştır. Bu yaşam tarzı değişiklikleri insanlarınne yediklerini, nasıl giyindiklerini, nasıl iletişim kurduklarını, ne şekilde tatile çıktıklarını ve bu yeni yaşamtarzlarının yaşam tarzı trendlerini nasıl şekillendirdiğini içermektedir. Bu çalışmada filmlerin yaşam tarzımarkalaşması açısından etkisi tartışılacaktır.Çalışmanın amacı, yaşam tarzı markalaşma kararları üzerinde filmlerde bulunan yer, ürün, müzik vb.unsurların nasıl etkisi olduğunu değerlendirmektir. Bu çalışmada film analizi yöntemi kullanılacak ve markalaşmaaçısından yaşam tarzı trendleri açıklanacaktır. Bu bağlamda, “Bi Küçük Eylül Meselesi”filmiçeşitli yaşam tarzı trendlerinin yaratılmasında önemli bir rol oynadığı için örnek bir film olarak seçilmiştir.Sonuç olarak bu üç aktör biraraya gelerek Bozcaada’daki plajların, otellerin, restoranların ve hatta filminmüziğinin cazibesini artırdığı görülmüştür. Bir başka deyişle “Bi Küçük Eylül Meselesi” filmi, Türk insanınadaha sonra trende dönüşen çeşitli yaşam tarzı markaları (Bozcaada, Battıbalık, Cinaraltı Cafe, Mitos,Kanatlarım Var Ruhumda vb.) sunmuştur.
Movıes’ Impact On Lıfestyle Brandıng: The Case Of “Bi Kücük Eylül Meselesi”
Lifestyle can simply be defined as “how one lives”. In marketing, “lifestyle”, however, describes thebehavior of individuals, a small group of interacting people, and large groups of people (e.g. marketsegments) acting as potential consumers. Thus, the concept of the lifestyle represents a set of ideaswhich are quite distinct from that of personality. The lifestyle relates to the economic level at which peoplelive, how they spend their money, what interests they have, how they view themselves and the worldaround them and how they allocate their time (Anderson and Golden, 1984). Recently with the help ofglobalisation, media (movies, television shows and series, magazines) and technological improvements,changes in lifestyle started to increase rapidly. These lifestyle changes include how people eat, dress,communicate, go on a vacation etc. and these new lifetsyles form the lifestyle trends. Within this studythe movies’ impact will be disccussed in terms of lifestyle branding.The aim of the study is to evaluate how effective are the places, products, music etc. in movies onlifestyle branding decisions. In this study film analysis method will be used and lifestyle trends will beexplained in terms of branding. In this context, “Bi Kucuk Eylul Meselesi”was selected as a sample moviebecause it played an important role in creating various lifestyle trends. As a result, all these threeactors coming up together increase the attractiveness of beaches, hotels, restaurants, and even thesoundtrack of the movie. In other words, the movie Bi Küçük Eylül Meselesi presented several lifestylebrands (Bozcaada, Battıbalık, Cinaralti Cafe, Mitos, Kanatlarım Var Ruhumda etc.) to Turkish people thatlater transformed into trends.
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