Sıradışı bir reklama göstergebilimsel bir yaklaşım: Magnum “içindeki seni serbest bırak”
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Dosyalar
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde küresel olarak nitelenen değerler medya tarafından estetize edilen olguların imgeleridir. Bir medya biçimi olan reklam da kapitalist modern Batı dünyasının dayattığı bu imgeleri kullanır ve sisteme daha fazla zevk, eğlence ve haz tüketimi olarak pompalar. Reklamda tüketime sunulan ürünlerin gerçek işlevlerinden daha çok toplumsal ve bireysel bir işlev taşıyor gibi görünmesi, bu ürünlerle birlikte zaman ve mekân kavramının da değişmesine yol açmıştır. Ürünler artık farklı bir zaman ve mekân boyutunu simgeler/göstergeler hale gelmiştir. Bilinçaltı reklam, toplumda yerleşik olan kültürel göstergeleri, kodları (şifreleri) kullanarak tüketicinin zihninde sembolik bir yer edinir ve bütünüyle bireyin ve dolayısıyla toplumun bilinçaltına (libidosuna) bu göstergeler aracılığıyla seslenerek kendine burada hayat bulmaya çalışır. Reklam, göstergelerle ve kodlarla çalışan bir ideolojik silah işlevine sahip başlı başına bir göstergedir. Bu çalışmada, reklamın içerdiği ve taşıdığı kültürel kodlar ve göstergelerin göstergebilimsel/anlambilimsel bir açılımı gerçekleştirilmiştir. Araştırmada göstergebilimsel yöntemle incelenen reklamın barındırdığı kültürel göstergelerin nasıl kullanıldığı/ sunulduğu açıklanmak istenmektedir. Bu amaçla çalışmada, taşıdığı güçlü göstergeler ve kodlar nedeniyle, dokuz ayrı temayı içeren bilinçaltı bir reklam olan Magnum “İçindeki Seni Serbest Bırak” reklam filmi seçilmiştir. Reklam(lar), göstergebilimin önde gelen temsilcileri olan Saussure, Peirce ve Barthes’ın kuramlarına göre çözümlenmiş ve inceleme edimi sonucunda elde edilen bulgular toplumsal uzlaşım kodlarına dayanarak yorumlanmıştır. Sonuç olarak ise denilebilir ki, Magnum reklamı toplumun hafızasında yerleşik olan kültürel kodları ve mitleri kullanmakta ve bu yolla bireylerin bilinçaltına (libidosuna) nüfuz ederek onları satın almaya dolaylı olarak zorlamaktadır.
Today, globally characterized values are images of phenomena aesthetized by the media. Advertising, a form of media, also uses these images imposed by the capitalist modern Western world and pumps them into the system as consumption of more enjoyment, entertainment and pleasure. The fact that the products offered for consumption in advertisements seem to have a social and individual function rather than their actual function has led to the change of the conceptof time and space with these products. Products have now become symbols / indicators of a different dimension of time and space. Advertisements gain a symbolic place in the mind of the consumer by using the cultural indicators established in the society and try to find life here by appealing to the subconscious (libido) of the individual and therefore the society through these signs. Advertisement itself is an indicator having the function of an ideological weapon working with indicators and codes. Advertising is an indicator in itself, functioning as an ideological weapon that works with signs and codes. Containing ideological elements (capitalism, hedonism, etc.), advertising uses striking signs and symbols, cultural codes. Advertising, which is a form of media, offers the audience forms of expression equipped with symbolic and imaginary information. The imaginary expression in the advertisement is entirely based on the image, which increases the psychological influence of individuals. People relate to each other and the world through products, namely symbols, and participate in the communication with these common meanings and symbols brought by the new order. Common expression patterns (in other words, conventional codes), imaginary and symbolic situations, anticipated behavior, attitude, emotions and thoughts occur. Thus, the communication process begins to work through mediation. In this process, advertisements reaching the masses through communication tools (traditional such as newspapers, magazines, television, radio and non-traditional tools such as brochures, billboards, walls and flyers) also attract people towards the universe dominated by these artificial and images created by communication tools. In this study, a semiotic / semantic explanation of the cultural codes and indicators that ads include is carried out. In the research, it is aimed to explain how the cultural indicators are used / presented in the advertisements examined with the semiotic method. For this purpose, the advertisement, Magnum “Release the Beast”, consisting of nine different themes, was chosen due to the strong indicators and codes that it carries. Ads were analyzed according to the theories of Saussure, Peirce and Barthes, who are the prominent representatives of semiotics, and the findings obtained as a result of the act of examination were interpreted based on social consensus codes. Magnum has preserved its extraordinary distinction between ice creams with its unusual advertising statements and identity since the past. The target audience of the advertisement consists of adults over the age of 18; it has never been aimed at children. Magnum specifically targets women, putting men in the second / background. Magnum’s target audience is also the elite or appeals to the elite. Magnum advertisements are necessarily shot in rich neighborhoods (luxurious places such as luxury mansions, villas, mansions). For this reason, it has almost become a symbol of wealth and fame; Magnum is a status (!) Brand among ice creams. Magnum has always (like all other products) made itself unique, different, unusual and special. The message “Magnum is not an ordinary ice cream, it is special and if you choose Magnum, you are special” is the main message of the ad and the brand. Magnum ads always have erotic, sexual and pornographic features. In the commercial, Double Magnum encourages people to sexual, eroticism and sex with the slogan, Let You Free Your Inner, Dare More, If You Are After Pleasure. Although we say that we invite people to sexual experience and animals to mate, the advertising discourse actually forces people (men and women) to mate like animals. Advertising is absurd in this respect, it is extraordinary. Indeed, on the cover of the advertisement, the orders of Release The Beast / Dare To Go Double are clearly expressed with the half human (female) half animal (lion) head. While the writing of slogans in large fonts indicates the magnitude of action and courage; The size of the brand’s (Algida) (heart) logo and the font size of the product (Magnum) refer to the size of the brand, product and firm. The ad dictates the powerful predators used in the commercial to reveal the assertive side that everyone hideswithin. The advertisement addresses the hidden emotions by using charming young female models walking with wild animals (lion, panther, jaguar, eagle, shark, wolf, bison, polar bear) and impressive, attractive visuals, especially focusing on the sense of pleasure. It is emphasized that it may occur with freezing. The predators in the commercials symbolize the passionate and powerful characters within us. Although the animals with the expression / image of each character are different, they basically have one thing in common: they are all wild (non-domestic), predatory and powerful animals. According to the patriarchal ideology, the “normally weak” (!) Woman becomes stronger or feels as strong as the predators in her after eating Magnum, transforming into a strong animal that overcomes nature (difficulties). As a result, it can be said that Magnum advertisements use cultural codes and myths that are embedded in the memory of the society and in this way penetrate the subconscious (libido) of individuals and indirectly force them to buy. Advertising instills contemporary capitalist and hedonism values in every aspect.
Today, globally characterized values are images of phenomena aesthetized by the media. Advertising, a form of media, also uses these images imposed by the capitalist modern Western world and pumps them into the system as consumption of more enjoyment, entertainment and pleasure. The fact that the products offered for consumption in advertisements seem to have a social and individual function rather than their actual function has led to the change of the conceptof time and space with these products. Products have now become symbols / indicators of a different dimension of time and space. Advertisements gain a symbolic place in the mind of the consumer by using the cultural indicators established in the society and try to find life here by appealing to the subconscious (libido) of the individual and therefore the society through these signs. Advertisement itself is an indicator having the function of an ideological weapon working with indicators and codes. Advertising is an indicator in itself, functioning as an ideological weapon that works with signs and codes. Containing ideological elements (capitalism, hedonism, etc.), advertising uses striking signs and symbols, cultural codes. Advertising, which is a form of media, offers the audience forms of expression equipped with symbolic and imaginary information. The imaginary expression in the advertisement is entirely based on the image, which increases the psychological influence of individuals. People relate to each other and the world through products, namely symbols, and participate in the communication with these common meanings and symbols brought by the new order. Common expression patterns (in other words, conventional codes), imaginary and symbolic situations, anticipated behavior, attitude, emotions and thoughts occur. Thus, the communication process begins to work through mediation. In this process, advertisements reaching the masses through communication tools (traditional such as newspapers, magazines, television, radio and non-traditional tools such as brochures, billboards, walls and flyers) also attract people towards the universe dominated by these artificial and images created by communication tools. In this study, a semiotic / semantic explanation of the cultural codes and indicators that ads include is carried out. In the research, it is aimed to explain how the cultural indicators are used / presented in the advertisements examined with the semiotic method. For this purpose, the advertisement, Magnum “Release the Beast”, consisting of nine different themes, was chosen due to the strong indicators and codes that it carries. Ads were analyzed according to the theories of Saussure, Peirce and Barthes, who are the prominent representatives of semiotics, and the findings obtained as a result of the act of examination were interpreted based on social consensus codes. Magnum has preserved its extraordinary distinction between ice creams with its unusual advertising statements and identity since the past. The target audience of the advertisement consists of adults over the age of 18; it has never been aimed at children. Magnum specifically targets women, putting men in the second / background. Magnum’s target audience is also the elite or appeals to the elite. Magnum advertisements are necessarily shot in rich neighborhoods (luxurious places such as luxury mansions, villas, mansions). For this reason, it has almost become a symbol of wealth and fame; Magnum is a status (!) Brand among ice creams. Magnum has always (like all other products) made itself unique, different, unusual and special. The message “Magnum is not an ordinary ice cream, it is special and if you choose Magnum, you are special” is the main message of the ad and the brand. Magnum ads always have erotic, sexual and pornographic features. In the commercial, Double Magnum encourages people to sexual, eroticism and sex with the slogan, Let You Free Your Inner, Dare More, If You Are After Pleasure. Although we say that we invite people to sexual experience and animals to mate, the advertising discourse actually forces people (men and women) to mate like animals. Advertising is absurd in this respect, it is extraordinary. Indeed, on the cover of the advertisement, the orders of Release The Beast / Dare To Go Double are clearly expressed with the half human (female) half animal (lion) head. While the writing of slogans in large fonts indicates the magnitude of action and courage; The size of the brand’s (Algida) (heart) logo and the font size of the product (Magnum) refer to the size of the brand, product and firm. The ad dictates the powerful predators used in the commercial to reveal the assertive side that everyone hideswithin. The advertisement addresses the hidden emotions by using charming young female models walking with wild animals (lion, panther, jaguar, eagle, shark, wolf, bison, polar bear) and impressive, attractive visuals, especially focusing on the sense of pleasure. It is emphasized that it may occur with freezing. The predators in the commercials symbolize the passionate and powerful characters within us. Although the animals with the expression / image of each character are different, they basically have one thing in common: they are all wild (non-domestic), predatory and powerful animals. According to the patriarchal ideology, the “normally weak” (!) Woman becomes stronger or feels as strong as the predators in her after eating Magnum, transforming into a strong animal that overcomes nature (difficulties). As a result, it can be said that Magnum advertisements use cultural codes and myths that are embedded in the memory of the society and in this way penetrate the subconscious (libido) of individuals and indirectly force them to buy. Advertising instills contemporary capitalist and hedonism values in every aspect.
Açıklama
Anahtar Kelimeler
Göstergebilim, Gösterge, Reklam, Cinsellik, Haz, Magnum, Semiotics, Sign, Advertisement, Sexuality, Taste
Kaynak
Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
13
