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Lüks Algısı Bağlamında Reklamda Sanat Eseri Kullanımı: “İnci Küpeli Kız” Reklamları Örneği

Year 2021, Volume: 14 Issue: 3, 1488 - 1520, 25.07.2021
https://doi.org/10.18094/josc.935648

Abstract

Kitlesel üretimle birlikte daha erişilebilir olan lüksün günümüzde yeni lüks olarak adlandırılmakta olduğu görülmektedir. Ancak yeni lüks kapsamında markaların, bir yandan kitlelere seslenirken diğer yandan da tüketicide lüks algısı uyandırma noktasında bir açmaza düştüğü fark edilmektedir. Bu sebeple, tüketicide lüks algısı yaratabilmek amacıyla gerek lüks gerekse kitlesel markaların kimi zaman, enderlik ve lüks gibi anlamları doğal olarak bünyesinde bulunduran görsel sanatlar ile çeşitli biçimlerde iş birliklerine gittikleri gözlemlenmektedir. Bu çalışma da, reklamda sanat eseri kullanımını tüketicinin lüks algısı çerçevesinde ele alır. Vermeer’in “İnci Küpeli Kız” adlı eserini biri doğrudan canlandıran ve hedonik mesaj veren; diğeri ise aynı eseri manipüle ederek kullanan ve faydacı anlayışa dayanan iki reklam özelinde gerçekleşen araştırma, reklamda yer verilen sanat eserine yönelik tüketici algısının, reklamı yapılan ürünün lüks algısına yansıyıp yansımadığını yol analizi (path analysis) tekniği aracılığıyla nicel olarak sorgulamaktadır. Bununla birlikte kurduğu aracılık modeliyle araştırma, sanat eserine yönelik algı ile lüks algısı arasındaki potansiyel ilişkiye reklam prestij algısının aracılık edip etmediğini de incelemektedir. Araştırma neticesinde ise reklamda kullanılan sanat eserine yönelik tüketici algısının her iki reklam bazında da reklamı yapılan ürüne yönelik lüks algısını etkilediği, ayrıca reklama yönelik prestij algısının söz konusu ilişkiye aracılık ettiği sonuçlarına ulaşılmıştır.

Supporting Institution

TÜBİTAK

Project Number

2211-A Yurt İÇi Doktora Burs Programı

References

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The Use of Artwork in the Context of Luxury Perception in Advertising: The Case of "Girl with a Pearl Earring" Ads

Year 2021, Volume: 14 Issue: 3, 1488 - 1520, 25.07.2021
https://doi.org/10.18094/josc.935648

Abstract

The luxury, which is more accessible by mass production, has been called the new luxury. However, within the scope of the new luxury, it is noticed that the brands get into a tight corner in terms of creating luxury perception while appealing to the masses. Accordingly, it is observed that both luxury and mass brands sometimes cooperate with the visual arts, which naturally incorporate meanings such as rarity and luxury, in order to create luxury perception. The present study analyses the use of artwork in advertising in the context of luxury perception. The research is based on two advertisements, one of them is reenactment of the painting of “Girl with a Pearl Earring” by Vermeer, and applies hedonic message, and the other one manipulates the same painting and gives utilitarian message. It is analyzed quantitatively by path analysis technique whether the consumer perception towards the artwork featured in the advertisement reflects on the luxury perception of the advertised product. Moreover, with the mediation model established, the research also questions whether the prestige perception of advertising mediates the potential relationship between the perception of artwork and the luxury perception. Results show that the perception of artwork affects the luxury perception of advertised product in both cases, and also the prestige perception of advertisement has mediating role.

Project Number

2211-A Yurt İÇi Doktora Burs Programı

References

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  • Brun, A. (2017). Luxury as a Construct: an Evolutionary Perspective. E. R. Pini içinde, New Luxury Management: Creating and Managing Sustainable Value Across The Organization (s. 1-17). Palgrave Macmillan.
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  • Dion, D. & Arnould, E. . (2011). Retail Luxury Strategy: Assembling Charisma through Art and Magic. Journal of Retailing, 87(4), 502–520.
  • Dubois, B., Laurent, G. & Czellar, S. . (2001). Consumer Rapport To Luxury: Analyzing Complex and Ambivalent Attitudes. Working Paper 736, HEC School Of Management.
  • Eckhardt, G. M., Belk, R. W. & Wilson, J. A. J. (2014). The Rise Of Inconspicuous Consumption. Journal of Marketing Management, 31(7-8), 807–826.
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  • Granot, E., Russell, L. M. & Brashear-Alejandro, T. G. (2013). Populence: Exploring Luxury for The Masses. Journal of Marketing Theory and Practice, 21(11), 31–43.
  • Grassi, A. (2020). Art to Enhance Consumer Engagement in the Luxury Fashion Domain. Journal of Fashion Marketing and Management, 24(3), 327-341.
  • Haberler.com. (2014). BCG: Küresel Lüks Tüketim Pazarı 2 Trilyon Dolara Yaklaştı. 10.02.2019 tarihinde www.haberler.com/bcg-kuresel-luks-tuketim-pazari-2-trilyon-dolara-5873160-haberi/ adresinden alındı
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  • Hagtvedt, H. & Patrick, V. M . (2008a). Art Infusion: The Influence of Visual Art on the Perception and Evaluation of Consumer Products. Journal of Marketing Research, 45(3), 379–389.
  • Hagtvedt, H. & Patrick, V. M. (2008b). Art and The Brand: The Role of Visual Art in Enhancing Brand Extendibility. Journal of Consumer Psychology, 18(3), 212–222.
  • Hagtvedt, H. & Patrick, V. M. (2008c). Luxury Versus Humor: Contrasting the Use of Art in Advertising. (D. Angela Y. Lee & Dilip Soman, Dü.) NA - Advances in Consumer Research, 902-902.
  • Hampel, S., Heinrich, D. & Campbell, C. (2012). Is An Advertisement Worth The Paper It’s Printed on? Journal of Advertising Research, 52(1), 118–127.
  • Heine, K. (2012). The Concept of Luxury Brands (2 b.). Berlin: Technische Universitat. Hetsroni, A. & Tukachinsky, R. H. . (2005). The Use of Fine Art in Advertising: A Survey of Creatives and Content Analysis of Advertisements. Journal of Current Issues & Research in Advertising, 27(1), 93–107.
  • Hetsroni, A. (2005). Art in Advertising: A Cross-Cultural Examination of Ads and Creatives. Visual Communication Quarterly, 12(1-2), 58–77.
  • Huettl, V. & Gierl, H. (2012). Visual Art in Advertising: The Effects of Utilitarian vs. Hedonic Product Positioning and Price Information. Marketing Letters, 23(3), 893–904.
  • Hüttl-Maack, V. (2018). Visual Art in Advertising: New Insights on the Role of Consumers’ Art Interest and Its Interplay with the Hedonic Value of the Advertised Product. Journal of Product & Brand Management, 27(3), 262–276.
  • Jeonghyun, B. & Soojeong, B. (2012). A Study on the Application of Art and Culture in Luxury Fashion Brand - Focused on PRADA's Case. Journal of Fashion Business, 16 (5), 146-163.
  • Jotun Serinleten Boya. (t.y.). 02.10.2020 tarihinde Frog: http://www.frog.com.tr/serinleten-boya adresinden alındı
  • Joy, A. W.-S. (2014). M(Art)Worlds: Consumer Perceptions of How Luxury Brand Stores Become Art Institutions. Journal of Retailing, 90(3), 347–364.
  • Kapferer, J. (1998). Why Are We Seduced by Luxury Brands? Journal of Brand Management , 6(1), 44-49.
  • Kapferer, J. (2012). Abundant Rarity: The Key to Luxury Growth. Business Horizons, 55, 453–462.
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There are 81 citations in total.

Details

Primary Language Turkish
Subjects Public Relations
Journal Section Research Articles
Authors

Damla Karşu Cesur 0000-0002-5876-5618

Nurhan Zeynep Tosun 0000-0003-0234-9647

Project Number 2211-A Yurt İÇi Doktora Burs Programı
Publication Date July 25, 2021
Submission Date May 10, 2021
Published in Issue Year 2021 Volume: 14 Issue: 3

Cite

APA Karşu Cesur, D., & Tosun, N. Z. (2021). Lüks Algısı Bağlamında Reklamda Sanat Eseri Kullanımı: “İnci Küpeli Kız” Reklamları Örneği. Selçuk İletişim, 14(3), 1488-1520. https://doi.org/10.18094/josc.935648