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Kiki ve Bouba Etkisi Olarak Bilinen Ses ve Şekil Sembolizmi Teorisinin Pazarlamada Kullanımı

Year 2019, Issue: 31, 327 - 338, 28.12.2019

Nargiz Zulfugarova , Cenk Arsun Yüksel

Abstract

Son
zamanlarda dilbilimde yeniden sorgulanan ses ve anlam arasındaki ilişkinin
rastgele olup olmadığı konusu pazarlamacılar için yeni bir alternatifin ortaya
çıkmasını sağlamıştır. Seslerin ve şekillerin belirli nesneler ve özellikleri
için sistematik olarak seçildiğini savunan ve Kiki ve Bouba etkisi olarak da
bilinen ses ve şekil sembolizmi pazarlamacılar tarafından marka ismi, marka
logosu ve ambalaj tasarımı gibi konularda yararlanılabilecek önemli bir teori
olarak görülmektedir. Bu çalışmada ses ve şekil sembolizmi teorisinde elde
edilmiş önemli sonuçlara yer verilerek, marka ismi, marka logosu ve ambalaj
tasarımı gibi pazarlama kararlarında uygulanabilirliği incelenmiştir. Literatür
temel alınarak, hangi seslerin hangi ürün özellikleri ile eşleştirildiğine yer
verilmiş ve pazarlama stratejilerinde uygulanabilecek öneriler sunulmuştur.
Literatüre katkı olarak gelecek çalışmalarda incelenecek konular ile ilgili
öneriler, teoriye yönelik eleştiriler çerçevesinde aktarılmıştır. 

Keywords

Ses sembolizmi Şekil sembolizmi Kiki ve Bouba etkisi Marka ismi Marka logosu

References

  • Arata, M., Imai, M., Okuda, J., Okada, H., ve Matsuda, T. (2010). Gesture in language: How sound symbolic words are processed in the brain. In Proceedings of the Annual Meeting of the Cognitive Science Society (Vol. 32, No. 32).
  • Baxter, S., Ilicic, J., ve Kulczynski, A. (2015). What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility. Marketing Letters, 26(4), 525-534.
  • Batı, U., ve Terek Ünal, G. (2010). Marka adları üzerıne dilbilimsel ve kavramsal bir inceleme: Türk reklamcılık ortamlarında marka adı yaratım süreçleri ve stratejıleri. Marmara İletişim Dergisi, 17(17), 228-254.
  • Becker, L., van Rompay, T. J., Schifferstein, H. N., ve Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
  • Bremner, A. J., Caparos, S., Davidoff, J., de Fockert, J., Linnell, K. J., ve Spence, C. (2013). “Bouba” and “Kiki” in Namibia? A remote culture make similar shape–sound matches, but different shape–taste matches to Westerners. Cognition, 126(2), 165-172.
  • Coulter, K. S., ve Coulter, R. A. (2010). Small sounds, big deals: phonetic symbolism effects in pricing. Journal of Consumer Research, 37(2), 315-328.
  • De Saussure, F. (2001). Genel Dilbilim Dersleri (B.Vardar Çev.). İstanbul: Multilingual Yabancı Dil Yayınları.
  • Duduciuc, A. C., ve Ivan, L. (2015). Brand naming: sound symbolism, brand preference and brand performance. Studies and Scientific Researches. Economics Edition, (20).
  • Fónagy, I. (1963). Die metaphern in der phonetik (No. 25). Mouton.
  • French, P. L. (1977). Toward an explanation of phonetic symbolism. Word, 28(3), 305-322.
  • Ercilasun, A.B. (24 Mayıs 2015). Kelimeler ve sesler arasında. Yeniçağ. Erişim 28 Ekim 2019, https://www.yenicaggazetesi.com.tr/kelimeler-ve-sesler-arasinda-34545yy.htm
  • Joseph, B. D. (1994). Modern Greek is beyond sound symbolism. L. Hinton, J. Nichols ve J.J. Ohala (Ed.), Sound symbolism içinde, (222-36). Cambridge: Cambridge University Press
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (pp. 3-27). Cambridge, MA: Marketing Science Institute.
  • Kim, K. O. (1977). Sound symbolism in Korean. Journal of Linguistics, 13(1), 67-75.
  • Kimenyi, A. (1987). Syntax and Semantics of Reduplication in Kinyarwanda: A Semiotic Account. La Linguistique, 23(Fasc. 1), 147-156.
  • Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5-20.
  • Klink, R. R. (2009). Gender differences in new brand name response. Marketing Letters, 20(3), 313-326.
  • Klink, R. R., ve Wu, L. (2014). The role of position, type, and combination of sound symbolism imbeds in brand names. Marketing Letters, 25(1), 13-24.
  • Kohli, C., ve Suri, R. (2000). Brand names that work: A study of the effectıveness of dıfferent types of brand names. Marketing Management Journal, 10(2).
  • Kotler, P. (2018). A’dan Z’ye pazarlama: pazarlama ile ilgili herkesin bilmesi gereken 80 kavram (A. K. Bakkal, Çev.). İstanbul: MediaCat Kitapları.
  • Lowrey, T. M., ve Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34(3), 406-414.
  • Lury, C. (2004). Brands: The logos of the global economy. Routledge.
  • Ohala, J. J., Hinton, L., ve Nichols, J. (1997). Sound symbolism. In Proc. 4th Seoul International Conference on Linguistics [SICOL] (pp. 98-103).
  • Phillips, D. (2012). İsmin Marka Hali (2.Baskı). İstanbul: MediaCat Kitapları.
  • Revill, K. P., Namy, L. L., DeFife, L. C., ve Nygaard, L. C. (2014). Cross-linguistic sound symbolism and crossmodal correspondence: Evidence from fMRI and DTI. Brain and Language, 128(1), 18-24.
  • Seo, H. S., Arshamian, A., Schemmer, K., Scheer, I., Sander, T., Ritter, G., ve Hummel, T. (2010). Cross-modal integration between odors and abstract symbols. Neuroscience letters, 478(3), 175-178.
  • Shinohara, K., ve Kawahara, S. (2010). A cross-linguistic study of sound symbolism: The images of size. In Annual Meeting of the Berkeley Linguistics Society (Vol. 36, No. 1, pp. 396-410).
  • Spence, C. (2012). Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1), 37-54.
  • Spence, C., ve Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308.
  • Spence, C., ve Ngo, M. K. (2012). Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages. Flavour, 1(1), 12.
  • Svantesson, J. O. (2017). Sound symbolism: the role of word sound in meaning. Wiley Interdisciplinary Reviews: Cognitive Science, 8(5), e1441.
  • Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., ve Spence, C. (2014). Predictive packaging design: Tasting shapes, typefaces, names, and sounds. Food Quality and Preference, 34, 88-95.
  • Whorf, B. L. (1956). A linguistic consideration of thinking in primitive communities. Language, thought, and reality: Selected writings of Benjamin Lee Whorf, 65-86.
  • Yorkston, E., ve Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43-51.

Year 2019, Issue: 31, 327 - 338, 28.12.2019

Nargiz Zulfugarova , Cenk Arsun Yüksel

Abstract

References

  • Arata, M., Imai, M., Okuda, J., Okada, H., ve Matsuda, T. (2010). Gesture in language: How sound symbolic words are processed in the brain. In Proceedings of the Annual Meeting of the Cognitive Science Society (Vol. 32, No. 32).
  • Baxter, S., Ilicic, J., ve Kulczynski, A. (2015). What’s in a name? Examining the effect of phonetic fit between spokesperson name and product attributes on source credibility. Marketing Letters, 26(4), 525-534.
  • Batı, U., ve Terek Ünal, G. (2010). Marka adları üzerıne dilbilimsel ve kavramsal bir inceleme: Türk reklamcılık ortamlarında marka adı yaratım süreçleri ve stratejıleri. Marmara İletişim Dergisi, 17(17), 228-254.
  • Becker, L., van Rompay, T. J., Schifferstein, H. N., ve Galetzka, M. (2011). Tough package, strong taste: The influence of packaging design on taste impressions and product evaluations. Food Quality and Preference, 22(1), 17-23.
  • Bremner, A. J., Caparos, S., Davidoff, J., de Fockert, J., Linnell, K. J., ve Spence, C. (2013). “Bouba” and “Kiki” in Namibia? A remote culture make similar shape–sound matches, but different shape–taste matches to Westerners. Cognition, 126(2), 165-172.
  • Coulter, K. S., ve Coulter, R. A. (2010). Small sounds, big deals: phonetic symbolism effects in pricing. Journal of Consumer Research, 37(2), 315-328.
  • De Saussure, F. (2001). Genel Dilbilim Dersleri (B.Vardar Çev.). İstanbul: Multilingual Yabancı Dil Yayınları.
  • Duduciuc, A. C., ve Ivan, L. (2015). Brand naming: sound symbolism, brand preference and brand performance. Studies and Scientific Researches. Economics Edition, (20).
  • Fónagy, I. (1963). Die metaphern in der phonetik (No. 25). Mouton.
  • French, P. L. (1977). Toward an explanation of phonetic symbolism. Word, 28(3), 305-322.
  • Ercilasun, A.B. (24 Mayıs 2015). Kelimeler ve sesler arasında. Yeniçağ. Erişim 28 Ekim 2019, https://www.yenicaggazetesi.com.tr/kelimeler-ve-sesler-arasinda-34545yy.htm
  • Joseph, B. D. (1994). Modern Greek is beyond sound symbolism. L. Hinton, J. Nichols ve J.J. Ohala (Ed.), Sound symbolism içinde, (222-36). Cambridge: Cambridge University Press
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
  • Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands (pp. 3-27). Cambridge, MA: Marketing Science Institute.
  • Kim, K. O. (1977). Sound symbolism in Korean. Journal of Linguistics, 13(1), 67-75.
  • Kimenyi, A. (1987). Syntax and Semantics of Reduplication in Kinyarwanda: A Semiotic Account. La Linguistique, 23(Fasc. 1), 147-156.
  • Klink, R. R. (2000). Creating brand names with meaning: The use of sound symbolism. Marketing Letters, 11(1), 5-20.
  • Klink, R. R. (2009). Gender differences in new brand name response. Marketing Letters, 20(3), 313-326.
  • Klink, R. R., ve Wu, L. (2014). The role of position, type, and combination of sound symbolism imbeds in brand names. Marketing Letters, 25(1), 13-24.
  • Kohli, C., ve Suri, R. (2000). Brand names that work: A study of the effectıveness of dıfferent types of brand names. Marketing Management Journal, 10(2).
  • Kotler, P. (2018). A’dan Z’ye pazarlama: pazarlama ile ilgili herkesin bilmesi gereken 80 kavram (A. K. Bakkal, Çev.). İstanbul: MediaCat Kitapları.
  • Lowrey, T. M., ve Shrum, L. J. (2007). Phonetic symbolism and brand name preference. Journal of Consumer Research, 34(3), 406-414.
  • Lury, C. (2004). Brands: The logos of the global economy. Routledge.
  • Ohala, J. J., Hinton, L., ve Nichols, J. (1997). Sound symbolism. In Proc. 4th Seoul International Conference on Linguistics [SICOL] (pp. 98-103).
  • Phillips, D. (2012). İsmin Marka Hali (2.Baskı). İstanbul: MediaCat Kitapları.
  • Revill, K. P., Namy, L. L., DeFife, L. C., ve Nygaard, L. C. (2014). Cross-linguistic sound symbolism and crossmodal correspondence: Evidence from fMRI and DTI. Brain and Language, 128(1), 18-24.
  • Seo, H. S., Arshamian, A., Schemmer, K., Scheer, I., Sander, T., Ritter, G., ve Hummel, T. (2010). Cross-modal integration between odors and abstract symbols. Neuroscience letters, 478(3), 175-178.
  • Shinohara, K., ve Kawahara, S. (2010). A cross-linguistic study of sound symbolism: The images of size. In Annual Meeting of the Berkeley Linguistics Society (Vol. 36, No. 1, pp. 396-410).
  • Spence, C. (2012). Managing sensory expectations concerning products and brands: Capitalizing on the potential of sound and shape symbolism. Journal of Consumer Psychology, 22(1), 37-54.
  • Spence, C., ve Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology & Marketing, 28(3), 267-308.
  • Spence, C., ve Ngo, M. K. (2012). Assessing the shape symbolism of the taste, flavour, and texture of foods and beverages. Flavour, 1(1), 12.
  • Svantesson, J. O. (2017). Sound symbolism: the role of word sound in meaning. Wiley Interdisciplinary Reviews: Cognitive Science, 8(5), e1441.
  • Velasco, C., Salgado-Montejo, A., Marmolejo-Ramos, F., ve Spence, C. (2014). Predictive packaging design: Tasting shapes, typefaces, names, and sounds. Food Quality and Preference, 34, 88-95.
  • Whorf, B. L. (1956). A linguistic consideration of thinking in primitive communities. Language, thought, and reality: Selected writings of Benjamin Lee Whorf, 65-86.
  • Yorkston, E., ve Menon, G. (2004). A sound idea: Phonetic effects of brand names on consumer judgments. Journal of Consumer Research, 31(1), 43-51.
There are 35 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Nargiz Zulfugarova 0000-0002-8266-7575

Cenk Arsun Yüksel 0000-0002-2249-2806

Publication Date December 28, 2019
Acceptance Date December 5, 2019
Published in Issue Year 2019Issue: 31

Cite

APA Zulfugarova, N., & Yüksel, C. A. (2019). Kiki ve Bouba Etkisi Olarak Bilinen Ses ve Şekil Sembolizmi Teorisinin Pazarlamada Kullanımı. Galatasaray Üniversitesi İletişim Dergisi(31), 327-338. https://doi.org/10.16878/gsuilet.641176
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