Diderot etkisi bağlamında reklamlardaki sembolik tüketimin anlamlandırılması: televizyon reklamları üzerine bir inceleme
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Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Istanbul Commerce University
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Diderot etkisi çerçevesinde ihtiyacımız olanı karşılamak için gerçekleştirdiğimiz bilinçli tüketim davranışı yerini aşırı tüketim olarak nitelendirilebilecek, ihtiyacımız olmayan şeyleri satın aldığımız bir noktaya getirmektedir. Bireyler, satın alınan eşyaların kimliğin bir parçası olduğuna inanmakta olup bu kimlik ve yaşam biçimini oluşturmada gerekli olan tüm ürünleri satın almak için planlanmamış birbirinden farklı tüketim eylemlerine dâhil olmaktadır. Bireylerin, aşırı tüketim alışkanlıklarının şekillenmesinde reklamların, özellikle de çeşitli sembolik unsurlarla hazırlanan reklam mesajlarının önemli bir rolü bulunmaktadır. Bu bağlamda çalışmanın amacı, Diderot etkisi bağlamında sembolik tüketim kavramının televizyon reklamlarında ele alınış şeklinin göstergebilimsel analiz yöntemi kullanılarak incelenmesidir. Araştırmanın önemi ise diğer çalışmalardan farklı olarak sembolik tüketim ve Diderot etkisi kavramları üzerinde reklamın etkisi ortaya çıkarmak ve konuyla ilgili alandaki eksikliklerin giderilmesine katkıda bulunmaktır. İnceleme sonrası elde edilen bulgular yeni bir ürün edinme ve hissedilen mutluluk arasındaki paralel ilişkiyi gözler önüne sermiş olup tüketicinin, tüm eşyaları arasında uyum ve bütünlük sağlaması gereksinimi hissettirilerek, ihtiyacı olmayanı satın aldığı sonsuz bir tüketim sarmalına dâhil edildiği sonucuna varılmıştır. Bu bilgiler ışığında tüketicinin, reklamlarda sunulduğu gibi mutlu bir yaşam sürebilmesi için eşyalarının birbiriyle uyum ve bütünlük sağlaması gerektiği düşüncesiyle bir değil birden fazla ürün tüketimine yönlendirildiği tespit edilmiştir.
Advertising is expressed as the process of introducing different products or services to consumers in order to create demand and desire for consumption. Consumption, on the other hand, can be defined as the purchase and use of various products or services promoted by advertising activities. In this context, advertisements are of great importance in the process of finding the most appropriate consumption behavior to meet the demands and needs of consumers. Based on the products offered through advertisements, individuals engage in many different consumption actions to make their lifestyles and understandings similar to those presented in advertisements. While the concept of consumption is accepted as one of the most basic actions that exist in all times of humanity and carried out to meet wants or needs, it is argued that advertisements shape all consumption actions of individuals. However, after the changes and developments, the expectations of the consumers also change. Consumers now buy products or products for the meanings and symbolic values they contain, rather than meeting their needs. The Diderot effect defends the idea that the sense of integrity and harmony should be preserved and emphasizes that a new identity and lifestyle will be formed with the consumption of products that complement each other and the different products obtained. Under the message of integrity and harmony, individuals are directed to the desire to improve all their belongings, and as a result, they can be involved in more than one consumption spiral. The turn of consumption into such a frenzy is accelerated by the increasing effect of advertisements on people. Influenced by the good looks and experiences they see in advertisements, individuals, in the desire to be happy after their purchase, tend to endless consumption, where they buy the ones they don’t need. The aim of this study is to try to understand the effect of advertising on concepts and how concepts are placed in advertisements, unlike other studies on symbolic consumption and the Diderot effect. For this purpose, four television advertisement examples of Mavi, one of the ready-to-wear brands in the June annual report of Turkey’s most valuable and strongest brands announced by 2020 Brand Finance, were examined by semiotic analysis method and the way the advertisements handled the concept of the Diderot effect was emphasized. Another aim of this article is to contribute to the efforts to eliminate the serious deficiencies related to the Diderot effect, especially in the Turkish literature. Individuals derive various meanings from the symbols and symbols placed in advertisements and reshape all their consumption actions within the framework of these meanings. In addition to the understanding of symbolic consumption, the concept of the Diderot effect directs the consumers to an endless consumption in which the need for happiness is bought, based on the idea of the need for integrity. The main problem of the research is to understand how the symbolic elements, which are frequently encountered in the advertisements of the ready-made clothing sector on television, are placed in the advertisements in the context of the Diderot effect. The research is limited to the ready-made clothing industry advertisement studies. On the other hand, due to the impossibility of accessing and examining all advertising works, and in order to keep the advertisements to be examined up-to-date, the main limitation of the study is to analyze four selected advertisement samples from October 2019-2020 and to evaluate the findings over the universe. Ready-to-wear brands included in the June annual report of Turkey’s most valuable and strongest brands, announced by 2020 Brand Finance, constitute the limit of brand and television advertisements to be examined within the scope of the study. Qualitative research was preferred as a method within the scope of the research. In this context, the fact that the research is based on subjective interpretation determines another limitation. On the other hand, considering the advertisements in Saussure’s distinction between sign, signifier and signified, and Barthes’s denotation and connotation, constitutes another important limitation of the study. With Saussure’s distinction between sign, signifier and signified, it is seen that the common point of the advertisement examples analyzed by Barthes in the context of denotation and connotation is that they promise happiness to consumers as a result of all their purchasing actions or consuming the product. As a result of consuming the products advertised to the consumer, the evil eye will be envied, admired, approved by the environment, and all other people will look at the individuals who consume the advertised products. Similarly, a confident stance, self-confidence, courage, power and success are sold to the consumer as well as the products. Based on this message, the consumer, who dreams of having all these attributes, can enter an endless consumption process where he constantly buys new ones. According to the results obtained in the research, in the context of the Diderot effect, the consumer is directed to new consumption behaviors by feeling the need for integrity between the products. Based on this idea, the consumer can be included in an endless consumption spiral where he buys what he does not need with the hope that he will be happy in the end and with the desire to improve his belongings. Based on the idea of “If a product is purchased, a new one should also be purchased”, it has been determined that the consumer is constantly directed to consumption of new products in order to ensure harmony and integrity. The lack of sufficient studies in the literature on the concept of the Diderot effect allows for similar studies. The way the Diderot effect is handled in different sectors or in digital advertising environments that are used extensively today, especially in Instagram ads, which are frequently preferred by brands, can be investigated in future studies and the results can be examined.
Advertising is expressed as the process of introducing different products or services to consumers in order to create demand and desire for consumption. Consumption, on the other hand, can be defined as the purchase and use of various products or services promoted by advertising activities. In this context, advertisements are of great importance in the process of finding the most appropriate consumption behavior to meet the demands and needs of consumers. Based on the products offered through advertisements, individuals engage in many different consumption actions to make their lifestyles and understandings similar to those presented in advertisements. While the concept of consumption is accepted as one of the most basic actions that exist in all times of humanity and carried out to meet wants or needs, it is argued that advertisements shape all consumption actions of individuals. However, after the changes and developments, the expectations of the consumers also change. Consumers now buy products or products for the meanings and symbolic values they contain, rather than meeting their needs. The Diderot effect defends the idea that the sense of integrity and harmony should be preserved and emphasizes that a new identity and lifestyle will be formed with the consumption of products that complement each other and the different products obtained. Under the message of integrity and harmony, individuals are directed to the desire to improve all their belongings, and as a result, they can be involved in more than one consumption spiral. The turn of consumption into such a frenzy is accelerated by the increasing effect of advertisements on people. Influenced by the good looks and experiences they see in advertisements, individuals, in the desire to be happy after their purchase, tend to endless consumption, where they buy the ones they don’t need. The aim of this study is to try to understand the effect of advertising on concepts and how concepts are placed in advertisements, unlike other studies on symbolic consumption and the Diderot effect. For this purpose, four television advertisement examples of Mavi, one of the ready-to-wear brands in the June annual report of Turkey’s most valuable and strongest brands announced by 2020 Brand Finance, were examined by semiotic analysis method and the way the advertisements handled the concept of the Diderot effect was emphasized. Another aim of this article is to contribute to the efforts to eliminate the serious deficiencies related to the Diderot effect, especially in the Turkish literature. Individuals derive various meanings from the symbols and symbols placed in advertisements and reshape all their consumption actions within the framework of these meanings. In addition to the understanding of symbolic consumption, the concept of the Diderot effect directs the consumers to an endless consumption in which the need for happiness is bought, based on the idea of the need for integrity. The main problem of the research is to understand how the symbolic elements, which are frequently encountered in the advertisements of the ready-made clothing sector on television, are placed in the advertisements in the context of the Diderot effect. The research is limited to the ready-made clothing industry advertisement studies. On the other hand, due to the impossibility of accessing and examining all advertising works, and in order to keep the advertisements to be examined up-to-date, the main limitation of the study is to analyze four selected advertisement samples from October 2019-2020 and to evaluate the findings over the universe. Ready-to-wear brands included in the June annual report of Turkey’s most valuable and strongest brands, announced by 2020 Brand Finance, constitute the limit of brand and television advertisements to be examined within the scope of the study. Qualitative research was preferred as a method within the scope of the research. In this context, the fact that the research is based on subjective interpretation determines another limitation. On the other hand, considering the advertisements in Saussure’s distinction between sign, signifier and signified, and Barthes’s denotation and connotation, constitutes another important limitation of the study. With Saussure’s distinction between sign, signifier and signified, it is seen that the common point of the advertisement examples analyzed by Barthes in the context of denotation and connotation is that they promise happiness to consumers as a result of all their purchasing actions or consuming the product. As a result of consuming the products advertised to the consumer, the evil eye will be envied, admired, approved by the environment, and all other people will look at the individuals who consume the advertised products. Similarly, a confident stance, self-confidence, courage, power and success are sold to the consumer as well as the products. Based on this message, the consumer, who dreams of having all these attributes, can enter an endless consumption process where he constantly buys new ones. According to the results obtained in the research, in the context of the Diderot effect, the consumer is directed to new consumption behaviors by feeling the need for integrity between the products. Based on this idea, the consumer can be included in an endless consumption spiral where he buys what he does not need with the hope that he will be happy in the end and with the desire to improve his belongings. Based on the idea of “If a product is purchased, a new one should also be purchased”, it has been determined that the consumer is constantly directed to consumption of new products in order to ensure harmony and integrity. The lack of sufficient studies in the literature on the concept of the Diderot effect allows for similar studies. The way the Diderot effect is handled in different sectors or in digital advertising environments that are used extensively today, especially in Instagram ads, which are frequently preferred by brands, can be investigated in future studies and the results can be examined.
Açıklama
Anahtar Kelimeler
Diderot Etkisi, Göstergebilim, Televizyon Reklamları, Tüketim, Sembolik Tüketim, Diderot Effect, Semiotics, Television Advertisements, Consumption, Symbolic Consumption
Kaynak
Intermedia International E-journal
WoS Q Değeri
Scopus Q Değeri
Cilt
10
Sayı
18
