Büyük şirketler için elektronik reklamcılık: “Eyleyenler Modeli” ile göstergebilimsel analiz
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışma, uluslararası şirketlerin reklam içeriklerini oluştururken kullandıkları içeriğin analiz edilmesi ve mesajların anlaşılmasına dayanmaktadır. Göstergebilim, ticari şirketlerin izleyicilerine elektronik reklamları aracılığıyla iletmek istedikleri anlam ve mesajları ortaya çıkarmak için güçlü bir araçtır. Göstergebilim, metinler ve imgeler biçimindeki sembollerle ilgilenir ve bu, göstergebilimin temel amacı ve anlamıdır. Bu konu için Clear Men ve Samsung şirketlerine ait iki reklam seçilerek, hedeflenen mesajlarını kamuoyuna ulaştırmak için tanınmış uluslararası şirketlerin reklamlarının içeriğini nasıl oluşturdukları açıklanmaya çalışılmıştır. Ayrıca reklam içeriği açısından hangisinin daha iyi olduğunu görmek amacıyla iki reklam karşılaştırılmıştır. Uluslararası şirketler, tüketicilerin zihnine ulaşmak ve ürünlerini satın alma konusunda onları ikna etmek için duygular ile reklam içeriği kullanarak, izleyici gerçeğine daha yakın olabilmek amacıyla reklamlarında ünlü kişilikleri ve topluma yakın isimleri kullanmaktadır. Çalışmanın sonuçları, Samsung reklamının içeriğinin tüm yönleriyle çok tutarlı ve ilginç olduğunu göstermiştir. Ancak Clear’ın reklamı, Samsung’unkine kıyasla çok başarılı olamamıştır.
The main purpose of this study is to analyze the content used by international companies during the creation of their advertisements and to understand the messages they want to give. Semiology is a powerful tool for commercial companies to reveal the meaning and messages they want to convey to their audiences through their electronic ads. Semiotics deals with symbols in the form of texts and images, and this is the main purpose and meaning of semiotics. The study takes with the semiotic analysis of electronic advertisements on board, depending on the advertising factors in the analysis process.For this subject, two advertisements of Clear Men and Samsung companies were selected and it was aimed to understand the process of how internationally known companies convey their targeted messages to the public. In addition, the two ads were compared to see which one is In addition, two ads were compared to understand which one had a better way of capturing the target audience in terms of ad contentInternational companies aim to reach the mind of the consumer and persuade them to buy their products, due to these reasons companies use famous personalities and public figures in their advertisements to better capture the target audience by using their advertising content. The results of the study showed that the content of the Samsung advertisement is very consistent and interesting in all aspects. However, Clear’s advertisement was not very successful compared to Samsung’s.
The main purpose of this study is to analyze the content used by international companies during the creation of their advertisements and to understand the messages they want to give. Semiology is a powerful tool for commercial companies to reveal the meaning and messages they want to convey to their audiences through their electronic ads. Semiotics deals with symbols in the form of texts and images, and this is the main purpose and meaning of semiotics. The study takes with the semiotic analysis of electronic advertisements on board, depending on the advertising factors in the analysis process.For this subject, two advertisements of Clear Men and Samsung companies were selected and it was aimed to understand the process of how internationally known companies convey their targeted messages to the public. In addition, the two ads were compared to see which one is In addition, two ads were compared to understand which one had a better way of capturing the target audience in terms of ad contentInternational companies aim to reach the mind of the consumer and persuade them to buy their products, due to these reasons companies use famous personalities and public figures in their advertisements to better capture the target audience by using their advertising content. The results of the study showed that the content of the Samsung advertisement is very consistent and interesting in all aspects. However, Clear’s advertisement was not very successful compared to Samsung’s.
Açıklama
Anahtar Kelimeler
Göstergebilim, Elektronik Reklam, Eyleyenler modeli, A. J. Greimas, Semiotics, Electronic Advertising, Actantial Model
Kaynak
Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
4
Sayı
2
