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Star Stratejisi Kullanımları ve Popüler Kültür: ‘Kıpır Kıpır Bi Coca-Cola’ Reklamı

Yıl 2023, Cilt: 10 Sayı: 2, 609 - 629, 30.07.2023

İpek Krom

https://doi.org/10.17680/erciyesiletisim.1273357

Öz

Reklamlarda star stratejisi ürüne saygınlık, takdir, olumlu tutum, ün, akılda kalıcılık, popülarite, çekicilik, beğenilirlik ve sempati gibi özellikler katmaktadır. Bunun yanı sıra star stratejisi aracılığıyla markaların satışlar ve pazar payında artış gözlenmektedir. Popüler kültür ise toplumun alt kesimleri tarafından küreselleşme, medya ve tüketim kültürü aracılığıyla benimsenerek yayılan ve halkın sisteme bir yandan karşı çıkarken bir yandan onunla bütünleşmesini sağlayan değerler ve uygulamalardan oluşan bir alt kültürdür. Bu araştırmada star stratejisinin kullanıldığı hibrit Coca-Cola reklamları betimsel içerik analizi yöntemi aracılığıyla Hofstede’nin Kültürel Soğan Modeli ve Kültürel Değerler Kuramına göre analiz edilecektir. Araştırmada star stratejisinin kullanım alanları ve hibrit popüler kodlar üretmede star stratejisinin rolü incelenmiştir. Reklamda star stratejisi trendleri takip etmek, trend olmak, ürüne trend olan bir imaj katmak ve bunların yanı sıra star imajı ile tüketim kültürünü özümsetmek amacıyla kullanılmıştır. Star stratejisi reklamda trend olan benlik imajları ve sembolik tüketim aracılığıyla küresel Amerikan kültürel değer boyutlarını içselleştirmek amacını taşımaktadır.

Anahtar Kelimeler

Medya Popüler Kültür Reklam Araştırmaları Sembolik Tüketim Star Stratejisi.

Kaynakça

  • Ateke, B. W., Onwujiariri, J. C., & Nnennanya, D. A. (2015). The Relationship between Celebrity Endorsement and Brand Image in the Fastfood Industry in Port Harcourt, Nigeria. European Journal of Business and Management www.iiste.org ISSN, 7(27). www.iiste.org
  • Baygal, A. (2016). Toplumsal ve kültürel bir ürün olarak yıldız olgusu ve yıldız-medya ilişkisi. SDU Faculty of Arts and Sciences Journal of Social Sciences, 38, 145-158.
  • Berger, A. A. (2014). Media analysis techniques. Sage Publications.
  • Bottomore, T. (1988). A dictionary of Marxist thought. T..J. Press Ltd.
  • Ciochetto, L. (2011). Advertising and value formation: The power of multinational companies. Current Sociology, 59(2), 173-185. https://doi.org/10.1177/0011392110391150
  • Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting Celebrity Endorsers:The Practitioner’s Perspective. Journal of Advertising Research, 41(3), 39-48. https://doi.org/10.2501/JAR-41-3-39-48
  • Erdoğan, B. Z. (1999). Celebrity Endorsement A Literature Review. joumal of Marketing Management, 15, 291-314.
  • Fiske, J. (2012). Popüler kültürü anlamak. Parşömen Yayıncılık.
  • Fowles, J. (1996). Advertising and popular culture: Foundations of popular culture. Sage publications.
  • Gaied, A. M. & R. K. S. B. (2017). The Congruence Effect between Celebrity and the Endorsed Product in Advertising. Journal of Advertising Research, 41, 1-26.
  • Giles, D. C. (2000). Illusions of immortality: A psychology of fame and celebrity. Palgrave Macmillan.
  • Gregorio-Godeo, E., & Ramon Torrijos, M. D. M. (2017). The study of popular culture on the agenda of cultural studies. Içinde M. D. M. Ramon Torrijos & E. Gregorio-Godeo (Ed.), Making sense of popular culture (ss. 3-16). Cambridge Scholars Publishing.
  • Grindstaff, L. (2008). Culture and popular culture: A case for sociology. Annals of the American Academy of Political and Social Science, 619(1), 206-222. https://doi.org/10.1177/0002716208318520
  • Hall, S. (1997). The work of representation. Içinde S. Hall (Ed.), Representation: Cultural Representations and Signifying Practices (ss. 1-13). Sage Publications. .
  • Hall, S. (2002). Notes on the deconstructing’ the popular. Içinde S. Duncombe (Ed.), Cultural resistance reader (ss. 185-192). Verso.
  • Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
  • Hofstede, G. H. G. J. & M. M. (2010). Cultures and organizations/Software of the mind: Intercultural cooperation and its importance for survival. MacGraw Hill.
  • Hofstede, G., Neuijen, B., Ohayv, D. D., & Sanders, G. (1990). Measuring Organizational Cultures: A Qualitative and Quantitative Study Across Twenty Cases. Administrative Science Quarterly, 35(2), 286. https://doi.org/10.2307/2393392
  • Hofstede Insights. (2023, Nisan 17). Country Comparison. https://www.hofstede-insights.com/country-comparison/turkey,the-usa/
  • Hollander, P. (2010). Michael Jackson, the celebrity cult, and popular culture. Society, 47(2), 147-152. https://doi.org/10.1007/s12115-009-9294-6
  • Hyatt, J., & Simons, H. (1999). Cultural Codes – Who Holds the Key? http://dx.doi.org/10.1177/13563899922208805, 5(1), 23-41. https://doi.org/10.1177/13563899922208805
  • Kocabaş, F., & Elden, M. (1997). Reklam ve yaratıcı strateji: Konumlandırma ve star stratejisinin analizi. Yayınevi Yayıncılık.
  • Krom, I. (2022). The use of celebrity endorsement strategy and American impact in Japanese advertising: The case of American celebrities. Içinde I. Krom (Ed.), Handbook of Research on Global Perspectives on International Advertising (ss. 143-163). IGI-Global. .
  • Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 37, 117-119.
  • Maase, K. (2017). Popular culture, “resistance”, “cultural radicalism” and “self-formation”: Comments on the development of a theory. Içinde M. Butler, P. Meheril, & L. Breningmeyer (Ed.), Resistance: Subjects, representations, contexts (ss. 43-70). Center for Migration, Education and Cultural Studies.
  • McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
  • McCraken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
  • McFadden, J. B. (2016). Understanding media and culture: An introduction to mass communication. University of Minnesota Libraries Publishing.
  • Megastar Tarkan Fan. (2023, Nisan 17). Megastar Tarkan’la Kıpır kıpır bi Coca-Cola reklam filmi [Video]. https://m.youtube.com/watch?v=sO69TP0WjFY#menu
  • Meyers, E. (2009). Can you handle my truth? Authenticity and the celebrity star image. The Journal of Popular Culture, 42(5), 890-907.
  • Muda, M., Musa, R., Mohamed, R. N., & Borhan, H. (2014). Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia - Social and Behavioral Sciences, 130, 11-20. https://doi.org/10.1016/J.SBSPRO.2014.04.002
  • Okonkwo, U. ,. (2007). Luxury fashion branding. Palgrave McMillan.
  • Olgun, C. K. (2008). Nitel araştırmalarda içerik analizi tekniği. Sosyoloji Notları, 66-70.
  • Oskay, Ü. (1988). Yıkanmak isteyen çocuklar olalım. YKY.
  • Ozel, M., & Karakas, O. (2022). Adaptation strategy in international brands: An examination in Iranian advertising. Içinde I. Krom (Ed.), Handbook of Research on Global Perspectives on International Advertising (ss. 141-163). IGI-Global.
  • Özer, M., Özer, A., Ekinci, Y., & Koçak, A. (2022). Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study. Psychology & Marketing, 39(12), 2384-2400. https://doi.org/10.1002/MAR.21742
  • Özkan, H. H. (2006). Popüler kültür ve eğitim. Kastamonu Eğitim Dergisi, 14(1), 29-38.
  • Penfold-Mounce, R. (2009). Celebrity, Fame and Culture. Içinde R. Penfold-Mounce (Ed.), Celebrity Culture and Crime: The Joy of Trangression (Cultural Criminology) (ss. 12-37). Palgrave Macmillan.
  • Preiser, R., Garcia, M. M., Hill, L., & Klein, L. (2022). Qualitative content analysis. Içinde R. Biggs, A. de Vos, R. Preiser, H. Clemets, K. Maciejewki, & M. Schlüter (Ed.), The Routledge Handbook of Research Methods for Social-Ecological Systems (ss. 270-281). Routledge.
  • Pym, A. (2004). Propositions on cross-cultural communication and translation. Target. International Journal of Translation Studies, 16(1), 1-28. https://doi.org/10.1075/TARGET.16.1.02PYM/CITE/REFWORKS
  • Roy, S., & Y.L.R.M., M. (2009). Celebrity Endorsements and Brand Personality. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.2124619
  • Samovar, L. A., Porter, R. ., & Stefani, L. A. (1998). Communcation between cultures. Wadsworth Publishing. .
  • Schudson, M. (1987). The new validation of popular culture: Sense and sentimentality in academia. Critical Studies in Mass Communication, 4, 51-68.
  • Schwartz, S. H. (1992). Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries. Advances in Experimental Social Psychology, 25(C), 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
  • Sharma, R. (2017). Interrelation between culture and advertising art. International Journal of Science and Technology Management, 6(5), 341-349.
  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11-12), 1509-1526. https://doi.org/10.1108/03090560410560218
  • Singh, Dr. A. K. (2022). A Study of Popular Culture and its Impact on Youth’s Cultural Identity. The Creative Launcher, 7(6), 150-157. https://doi.org/10.53032/tcl.2022.7.6.16
  • Sternthal B, D. R. and L. C. (1978). The persuasive effect of source credibility: Test of cognitive response. Journal of Consumer Research, 4, 252-260.
  • Storey, J. (1994). Cultural theory and popular culture: An introduction (5. bs). Longman.
  • Udo, M. I., & Nwulu, C. (2015). A theoretical reflection of celebrity endorsement in Nigeria. International Journal of Business & Economic Development., 3(2), 81-92.
  • We are social. (2023, Nisan 17). Digital 2022 Turkey. https://datareportal.com/reports/digital-2021-turkey
  • Yavuz, A. (2020). Reklamlar aracılığıyla duygu yönetimine göstergebilimsel bir bakış: Coca-Cola örneği. Pamukkale University.
  • Yavuz, Ş. (2006). Reklam ve popüler kültür. Istanbul University Faculty of Communication Journal, 27, 149-161.
  • Yenici, M. (2019). Reklam filmlerinde kullanılan küresel ve yerel öğeler: 2018 yılınca Türkiye’de yayınlanan reklam filmleri üzerine bir araştırma. Istanbul University.
  • Yüksel, A. ,. (2001). Tarkan/Yıldız olgusu. Çivi Yazıları.

Celebrity Endorsement Strategy Uses and Popular Culture: ‘A Fidgety Coca-Cola’ Ad

Yıl 2023, Cilt: 10 Sayı: 2, 609 - 629, 30.07.2023

İpek Krom

https://doi.org/10.17680/erciyesiletisim.1273357

Öz

The use of celebrity endorsement strategy in ads brings attributes like admiration, advertising appeals, favorable attitudes, famousness, memorability, popularity, attractiveness, likability, and sympathy. Furthermore, celebrity endorsement enables an increase in sales as well as market share. Popular culture, on the other hand, is a set of values and practices that are adapted by subcultures through globalization, media and consumption culture, which become widespread as a mechanism aiming to oppose the system while integrating with it. In this research ‘A Fidgety Coca-Cola’ advertisement, in which the global brand uses the celebrity endorsement strategy is analyzed using the descriptive content analysis method according to Hofstede’s Cultural Onion Model and Hofstede’s Cultural Dimensions Theory. The research aims to find out the uses of celebrity endorsement strategy as well as the role of celebrity endorsement strategy in producing hybrid popular codes. The celebrity endorsement strategy uses in the ad is for the means of producing popular culture codes like following trends, being trendy, bringing trendiness to the product as well as embracing celebrity culture and consumption culture. The celebrity endorsement strategy is used in the ad to internalize globalized American cultural value dimensions through proposing trendy self-images and symbolic consumption.

Anahtar Kelimeler

Advertising Research Celebrity Endorsement Strategy Media Popular Culture Symbolic Consumption.

Kaynakça

  • Ateke, B. W., Onwujiariri, J. C., & Nnennanya, D. A. (2015). The Relationship between Celebrity Endorsement and Brand Image in the Fastfood Industry in Port Harcourt, Nigeria. European Journal of Business and Management www.iiste.org ISSN, 7(27). www.iiste.org
  • Baygal, A. (2016). Toplumsal ve kültürel bir ürün olarak yıldız olgusu ve yıldız-medya ilişkisi. SDU Faculty of Arts and Sciences Journal of Social Sciences, 38, 145-158.
  • Berger, A. A. (2014). Media analysis techniques. Sage Publications.
  • Bottomore, T. (1988). A dictionary of Marxist thought. T..J. Press Ltd.
  • Ciochetto, L. (2011). Advertising and value formation: The power of multinational companies. Current Sociology, 59(2), 173-185. https://doi.org/10.1177/0011392110391150
  • Erdogan, B. Z., Baker, M. J., & Tagg, S. (2001). Selecting Celebrity Endorsers:The Practitioner’s Perspective. Journal of Advertising Research, 41(3), 39-48. https://doi.org/10.2501/JAR-41-3-39-48
  • Erdoğan, B. Z. (1999). Celebrity Endorsement A Literature Review. joumal of Marketing Management, 15, 291-314.
  • Fiske, J. (2012). Popüler kültürü anlamak. Parşömen Yayıncılık.
  • Fowles, J. (1996). Advertising and popular culture: Foundations of popular culture. Sage publications.
  • Gaied, A. M. & R. K. S. B. (2017). The Congruence Effect between Celebrity and the Endorsed Product in Advertising. Journal of Advertising Research, 41, 1-26.
  • Giles, D. C. (2000). Illusions of immortality: A psychology of fame and celebrity. Palgrave Macmillan.
  • Gregorio-Godeo, E., & Ramon Torrijos, M. D. M. (2017). The study of popular culture on the agenda of cultural studies. Içinde M. D. M. Ramon Torrijos & E. Gregorio-Godeo (Ed.), Making sense of popular culture (ss. 3-16). Cambridge Scholars Publishing.
  • Grindstaff, L. (2008). Culture and popular culture: A case for sociology. Annals of the American Academy of Political and Social Science, 619(1), 206-222. https://doi.org/10.1177/0002716208318520
  • Hall, S. (1997). The work of representation. Içinde S. Hall (Ed.), Representation: Cultural Representations and Signifying Practices (ss. 1-13). Sage Publications. .
  • Hall, S. (2002). Notes on the deconstructing’ the popular. Içinde S. Duncombe (Ed.), Cultural resistance reader (ss. 185-192). Verso.
  • Hofstede, G. (2011). Dimensionalizing Cultures: The Hofstede Model in Context. Online Readings in Psychology and Culture, 2(1). https://doi.org/10.9707/2307-0919.1014
  • Hofstede, G. H. G. J. & M. M. (2010). Cultures and organizations/Software of the mind: Intercultural cooperation and its importance for survival. MacGraw Hill.
  • Hofstede, G., Neuijen, B., Ohayv, D. D., & Sanders, G. (1990). Measuring Organizational Cultures: A Qualitative and Quantitative Study Across Twenty Cases. Administrative Science Quarterly, 35(2), 286. https://doi.org/10.2307/2393392
  • Hofstede Insights. (2023, Nisan 17). Country Comparison. https://www.hofstede-insights.com/country-comparison/turkey,the-usa/
  • Hollander, P. (2010). Michael Jackson, the celebrity cult, and popular culture. Society, 47(2), 147-152. https://doi.org/10.1007/s12115-009-9294-6
  • Hyatt, J., & Simons, H. (1999). Cultural Codes – Who Holds the Key? http://dx.doi.org/10.1177/13563899922208805, 5(1), 23-41. https://doi.org/10.1177/13563899922208805
  • Kocabaş, F., & Elden, M. (1997). Reklam ve yaratıcı strateji: Konumlandırma ve star stratejisinin analizi. Yayınevi Yayıncılık.
  • Krom, I. (2022). The use of celebrity endorsement strategy and American impact in Japanese advertising: The case of American celebrities. Içinde I. Krom (Ed.), Handbook of Research on Global Perspectives on International Advertising (ss. 143-163). IGI-Global. .
  • Levy, S. J. (1959). Symbols for Sale. Harvard Business Review, 37, 117-119.
  • Maase, K. (2017). Popular culture, “resistance”, “cultural radicalism” and “self-formation”: Comments on the development of a theory. Içinde M. Butler, P. Meheril, & L. Breningmeyer (Ed.), Resistance: Subjects, representations, contexts (ss. 43-70). Center for Migration, Education and Cultural Studies.
  • McCracken, G. (1989). Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process. Journal of Consumer Research, 16(3), 310-321. https://doi.org/10.1086/209217
  • McCraken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of Consumer Research, 16(3), 310-321.
  • McFadden, J. B. (2016). Understanding media and culture: An introduction to mass communication. University of Minnesota Libraries Publishing.
  • Megastar Tarkan Fan. (2023, Nisan 17). Megastar Tarkan’la Kıpır kıpır bi Coca-Cola reklam filmi [Video]. https://m.youtube.com/watch?v=sO69TP0WjFY#menu
  • Meyers, E. (2009). Can you handle my truth? Authenticity and the celebrity star image. The Journal of Popular Culture, 42(5), 890-907.
  • Muda, M., Musa, R., Mohamed, R. N., & Borhan, H. (2014). Celebrity Entrepreneur Endorsement and Advertising Effectiveness. Procedia - Social and Behavioral Sciences, 130, 11-20. https://doi.org/10.1016/J.SBSPRO.2014.04.002
  • Okonkwo, U. ,. (2007). Luxury fashion branding. Palgrave McMillan.
  • Olgun, C. K. (2008). Nitel araştırmalarda içerik analizi tekniği. Sosyoloji Notları, 66-70.
  • Oskay, Ü. (1988). Yıkanmak isteyen çocuklar olalım. YKY.
  • Ozel, M., & Karakas, O. (2022). Adaptation strategy in international brands: An examination in Iranian advertising. Içinde I. Krom (Ed.), Handbook of Research on Global Perspectives on International Advertising (ss. 141-163). IGI-Global.
  • Özer, M., Özer, A., Ekinci, Y., & Koçak, A. (2022). Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study. Psychology & Marketing, 39(12), 2384-2400. https://doi.org/10.1002/MAR.21742
  • Özkan, H. H. (2006). Popüler kültür ve eğitim. Kastamonu Eğitim Dergisi, 14(1), 29-38.
  • Penfold-Mounce, R. (2009). Celebrity, Fame and Culture. Içinde R. Penfold-Mounce (Ed.), Celebrity Culture and Crime: The Joy of Trangression (Cultural Criminology) (ss. 12-37). Palgrave Macmillan.
  • Preiser, R., Garcia, M. M., Hill, L., & Klein, L. (2022). Qualitative content analysis. Içinde R. Biggs, A. de Vos, R. Preiser, H. Clemets, K. Maciejewki, & M. Schlüter (Ed.), The Routledge Handbook of Research Methods for Social-Ecological Systems (ss. 270-281). Routledge.
  • Pym, A. (2004). Propositions on cross-cultural communication and translation. Target. International Journal of Translation Studies, 16(1), 1-28. https://doi.org/10.1075/TARGET.16.1.02PYM/CITE/REFWORKS
  • Roy, S., & Y.L.R.M., M. (2009). Celebrity Endorsements and Brand Personality. SSRN Electronic Journal. https://doi.org/10.2139/SSRN.2124619
  • Samovar, L. A., Porter, R. ., & Stefani, L. A. (1998). Communcation between cultures. Wadsworth Publishing. .
  • Schudson, M. (1987). The new validation of popular culture: Sense and sentimentality in academia. Critical Studies in Mass Communication, 4, 51-68.
  • Schwartz, S. H. (1992). Universals in the Content and Structure of Values: Theoretical Advances and Empirical Tests in 20 Countries. Advances in Experimental Social Psychology, 25(C), 1-65. https://doi.org/10.1016/S0065-2601(08)60281-6
  • Sharma, R. (2017). Interrelation between culture and advertising art. International Journal of Science and Technology Management, 6(5), 341-349.
  • Silvera, D. H., & Austad, B. (2004). Factors predicting the effectiveness of celebrity endorsement advertisements. European Journal of Marketing, 38(11-12), 1509-1526. https://doi.org/10.1108/03090560410560218
  • Singh, Dr. A. K. (2022). A Study of Popular Culture and its Impact on Youth’s Cultural Identity. The Creative Launcher, 7(6), 150-157. https://doi.org/10.53032/tcl.2022.7.6.16
  • Sternthal B, D. R. and L. C. (1978). The persuasive effect of source credibility: Test of cognitive response. Journal of Consumer Research, 4, 252-260.
  • Storey, J. (1994). Cultural theory and popular culture: An introduction (5. bs). Longman.
  • Udo, M. I., & Nwulu, C. (2015). A theoretical reflection of celebrity endorsement in Nigeria. International Journal of Business & Economic Development., 3(2), 81-92.
  • We are social. (2023, Nisan 17). Digital 2022 Turkey. https://datareportal.com/reports/digital-2021-turkey
  • Yavuz, A. (2020). Reklamlar aracılığıyla duygu yönetimine göstergebilimsel bir bakış: Coca-Cola örneği. Pamukkale University.
  • Yavuz, Ş. (2006). Reklam ve popüler kültür. Istanbul University Faculty of Communication Journal, 27, 149-161.
  • Yenici, M. (2019). Reklam filmlerinde kullanılan küresel ve yerel öğeler: 2018 yılınca Türkiye’de yayınlanan reklam filmleri üzerine bir araştırma. Istanbul University.
  • Yüksel, A. ,. (2001). Tarkan/Yıldız olgusu. Çivi Yazıları.
Toplam 55 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim ve Medya Çalışmaları
Bölüm Yabancı Dillerdeki Araştırma Makaleleri
Yazarlar

İpek Krom 0000-0002-9420-0913

Yayımlanma Tarihi 30 Temmuz 2023
Gönderilme Tarihi 29 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 10 Sayı: 2

Kaynak Göster

APA Krom, İ. (2023). Celebrity Endorsement Strategy Uses and Popular Culture: ‘A Fidgety Coca-Cola’ Ad. Erciyes İletişim Dergisi, 10(2), 609-629. https://doi.org/10.17680/erciyesiletisim.1273357
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