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From Monochromatic Advertisement to Monochromatic Brand: Heinz Case Study

Yıl 2023, Cilt: 10 Sayı: 18, 216 - 233, 28.06.2023
https://doi.org/10.56133/intermedia.1162370

Öz

Monochromatic is a concept defined in different ways in the literature. Monochromatic is a single color on the color wheel (Ambrose & Harris, 2013, pp. 19-20), one of the certain color combinations such as analog, complementary, triadic (Hornung, 2012, p. 30). According to Çağlarca (2018, p. 96), monochromatic harmony (tone-on-tone) is the harmony created by using the light and dark tones of the dominant color as a garnish, without mixing one color with another. Briefly, monochromatic refers to a single color on the color wheel and its shades from the lightest to the darkest.
In design, monochromatic expresses versatility and balance. It creates a bold, dramatic look while looking soft and elegant. Monochromatic creates a strong sense of composition and uniformity, keeps visual interest alive, and draws attention to content, creativity, not the colors themselves (Manandhar, 2018; Kaushik, 2021; Uzunay, 2022). Monochromatic in marketing (Smith, 2015), on the other hand, means that the advertising design gains a minimalistic structure that prevents distraction and makes the message and “Call-to-Action” stand out. Monochromatic gives the brand a sophisticated and professional yet simple look. Focusing on a single color also strengthens the brand association.
Monochromatic advertisements can be defined as advertisements including only one color from the color wheel, apart from visually neutral colors such as black, white and gray or in which different tones of the same color are seen together. In this study, monochromatic advertisements of Heinz ketchup and tomato sauce are discussed. It is aimed to understand whether the use of monochromatic color scheme in advertising has become a value expression for the brand over time and how monochromatic shapes the presentation of the brand in a visual sense. This article also focuses on showing monochromatic combined with the changing qualities of the product, brand, and consumer over time and the basic, established rules in design.
In this study firstly, Heinz's advertising campaign "Heinz: Tomato, Slices, Seeds" is analyzed in terms of semiotics. "Heinz: Tomato, Slices, Seeds" campaign consists of three print advertisements. The intense red background surrounding the focal object (the slices of tomatoes, the bottom of the bottle or the ketchup package) helps to create a kind of "halo effect" in all three posters (Hutching, 2017, pp. 157-168). As a provocative, exciting, striking, appetizing color that creates a sense of superiority, red dominates these advertisements, engulfs the viewers’ gaze and forces them to look at these focal objects. This gives Heinz an image that is both bold, strong, orderly and uniformly, but also soft, elegant and versatile.
Secondly, the brand's advertisements published between 1998 and 2022 were accessed through two websites, Adsoftheworld and Adeevee, offering advertisement archives, and the Internet archive of Rethink advertising agency working for the brand. As a result, a total of 51 Heinz ketchup and tomato sauce advertising campaigns, 11 from Adsoftheworld site, 31 from Adeevee site, and 9 from Rethink advertising agency site, were selected as the sample. Content analysis and semiotic analysis were carried out on this sample.
Heinz's effort to present the consumer with images emphasizing the same red tones for many years can be defined as transforming the color experience from the individual to the universal and ensuring that Heinz red is matched with ketchup or tomato sauce in the collective unconscious. Heinz has been influenced by social, political, economic, cultural change, color trends and new perspectives in marketing. Heinz, who used white and red in a very minimalist style in the early 2000s, switches to a red that is more lively, more intense in line with the changes in the preferences of the new generation and that shows a kind of power by taking up the entire surface in the advertisements. The different tones of Heinz red in advertisements symbolize both the uniformness of mass and the difference of individuality within this mass in the 2010s. Simultaneously, Heinz develops the design language in its advertisements and brings together tomato, bottle and ketchup figures, which it has mostly positioned separately in the past, under the same roof, Heinz red color. The influence of the Leo Burnett advertising agency in the creation of this powerful, dramatic red embodied in a minimalist style is undoubted. In short, it can be stated that Heinz monochromatic advertisements, by making use of color memory and color constancy (Holtzschue, 2011, pp. 54-55) aimed to make the consumer think of the tomato red while looking at ketchup or tomato sauce, to code the different tones of red in the advertisement as a single red in their mind, and to look at every new Heinz campaign with this red that they had in their memory which has been formed in their minds from the past to the present.

Kaynakça

  • Adbrands.Net (2019, Ocak 30). Leo Burnett Worldwide (US). https://www.adbrands.net/archive/us/leo-burnett-us-p.htm (Erişim Tarihi: 14 Temmuz 2022).
  • Adeeve.com (t.y.). Heinz. https://www.adeevee.com/brands/show/heinz/ (Erişim Tarihi: 5 Haziran 2022).
  • Adeeve.com (2008, Eylül 10). Heinz: Tomato, Slices, Seeds. https://www.adeevee.com/2008/09/heinz-tomato-slices-seeds-print/ (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (t.y.). Heinz. https://www.adsoftheworld.com/campaigns?search=Heinz&button= (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2021, Eylül). Suzuki Vitara Feel the Vitara Vibe. https://www.adsoftheworld.com/campaigns/feel-the-vitara-vibe (Erişim Tarihi: 14 Temmuz 2022)
  • Adsoftheword (2019a, Şubat). The K-Beach Town Homes Kolor Your Life. https://www.adsoftheworld.com/campaigns/kolor-your-life (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2019b, Mayıs). Burger King #FeelYourWay. https://www.adsoftheworld.com/campaigns/feelyourway (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2019c, Ekim). Cinemark RGB. https://www.adsoftheworld.com/campaigns/rgb (Erişim Tarihi: 14 Temmuz 2022)
  • Adsoftheword (2014, Ocak). McDonald's Ice cream, Drink, Fries. https://www.adsoftheworld.com/campaigns/ice-cream-266f33da-0841-4551-b631-5fae6fd6e91f (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2012, Haziran). FIAT The earthliner. https://www.adsoftheworld.com/campaigns/the-earthliner (Erişim Tarihi: 14 Temmuz 2022).
  • Ambrose, G. & Harris, P. (2013). Grafik Tasarımda Renk. Bengisu Bayrak (Çev.). İstanbul: Literatür Yayıncılık.
  • Ardjian, S. (2020). Heinz Ketchup Ad: No One Grows Ketchup Like. https://medium.com/illumination/heinz-ketchup-ad-no-one-grows-ketchup-like-a9b76c0998d4 (Erişim Tarihi: 14 Temmuz 2022).
  • Barnhart, B. (2021). The Ultimate Guide To Monochromatic Color in Graphic Design https://www.vectornator.io/blog/monochromatic-colors/ (Erişim Tarihi: 12.06.2023)
  • Baudrillard, J. (2010). Nesneler Sistemi (1. Baskı). Oğuz Adanır, Aslı Karamollaoğlu (Çev.). İstanbul: Boğaziçi Üniversitesi Yayınları.
  • Bernardino, I. (2020). Monochromatic design: Red. https://uxdesign.cc/monochromatic-design-red-95629c074c70 (Erişim Tarihi: 14 Temmuz 2022).
  • Bleicher, S. (2012). Contemporary Color: Theory and Use (2.Baskı). USA: Delmar, Cengage Learning.
  • Bunish, C. (2002). "H.J. Heinz Company", The Advertising Age Encyclopedia of Advertising (1. Baskı). John McDonough, Karen Egolf (Ed.). USA: Fitzroy Dearborn Publishers.
  • Campaignlive (2007a, Ekim 25). McCann Accused of Copying Heinz Sliced Bottle Ad. (https://www.campaignlive.com/article/mccann-accused-copying-heinz-sliced-bottle-ad/756179 (Erişim Tarihi: 14 Temmuz 2022).
  • Campaignlive (2007b, Aralık 14). Campaign Annual 2007: Advertiser of the Year – Heinz. (https://www.campaignlive.co.uk/article/campaign-annual-2007-advertiser-year-heinz/773776 (Erişim Tarihi: 14 Temmuz 2022).
  • Causse, J.-G. (2019). Renklerin Şaşırtıcı Gücü (1. Baskı). Hasan Can Utku (Çev.). İstanbul: Pegasus Yayınları.
  • Çağlarca, S. (2018). Renk ve Armoni Kuralları (5. Baskı). İstanbul: İnkılap Yayınevi.
  • del Rosario, C. (2022). The Art of Monochromatic Design. https://designpickle.com/creative-hub/graphic-design/the-art-of-monochromatic-design/ (Erişim Tarihi: 12.06.2023).
  • Glasner, B. (2010). "Chroma Spectrum", Chroma Design Architecture & Art in Color. Barbara Glasner &Petra Schmidt (Ed.). Switzerland: Birkhauser VerlagAG.
  • Greenleaf, E.A. (2010). “Does Everything Look Worse in Black and White? The Role of Monochrome Images in Consumer Behavior”, Sensory Marketing: Research on The Sensuality of Products, Aradhna Krishna (Ed.). New York: Routledge
  • Heinz (t.y.). Take a Fresh Look at Our Vintage Ads. https://www.heinz.com/past-ads (Erişim Tarihi: 14 Temmuz 2022).
  • Holtzschue, L. (2011). Understanding Color: An Introduction for Designers (4.Baskı). USA: John Wiley & Sons, Inc.
  • Hornung, D. (2012). Color: A Workshop for Artists and Designers (2.Baskı). UK: Laurence King Publishing.
  • Hutching, J.B. (2017). "Colour in Food", Colour Design: Theories and Applications (2. Baskı). Janet Best (Ed.). The Textile Institute, UK: Woodhead Publishing.
  • Kaushik, V. (2021). How to apply monochromatic color scheme in design?. https://uxplanet.org/how-to-apply-monochromatic-color-scheme-in-design-10c809d671a5 . (Erişim Tarihi: 20 Temmuz 2022)
  • Kliever, J. (t.y.). How to design with monochromatic colors—with expert tips from a designer. https://www.canva.com/learn/monochromatic-colors/ . (Erişim Tarihi: 12.06.2023).
  • Ladissertation (2018, Ocak 12). Analyze of an Ad from Heinz. https://www.ladissertation.com/Monde-du-Travail/Marketing-et-Publicite/Analyze-of-an-Ad-from-Heinz-321085.html (Erişim Tarihi: 14 Temmuz 2022).
  • Lee, H., Deng, X., Unnava, H. R., Fujita, K. (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research, 41(4), 1015-1032.
  • Lynchy. (2012). JWT Shanghai’s Samsonite “Heaven and Hell” becomes The Gunn Report’s most awarded print advertisment of all time. https://campaignbriefasia.com/2012/06/18/jwt-shanghais-samsonite-heaven/ (Erişim Tarihi: 20 Temmuz 2022).
  • Manandhar, I. (2018). Monochromatic Coloring Technique : evoke the feel into design. https://medium.theuxblog.com/monochromatic-coloring-technique-evoke-the-feel-into-design-9c63ed92a4dd. (Erişim Tarihi: 20 Temmuz 2022)
  • Ogilvy (t.y.). Coke Hands Coca-Cola. https://www.ogilvy.com/work/coke-hands (Erişim Tarihi: 14 Temmuz 2022)
  • Onyx Creative (2020, Ekim 5). Popular Color Palettes By Decade. https://www.onyxcreative.com/blog/2020/9/popular-color-palettes-by-decade (Erişim Tarihi: 14 Temmuz 2022).
  • Parramon, J. M. (2000). Resimde Renk ve Uygulanışı (5. Baskı). Erol Erduran (Çev.). İstanbul: Remzi Kitabevi.
  • Paterson, I. (2004). A Dictionary of Colour, UK: Thorogood Publishing.
  • Rethink Ideas (t.y.). Heinz Ketchup. https://rethinkideas.com/work/heinz-ketchup/ (Erişim Tarihi: 14 Temmuz 2022).
  • Smith, N. (2015). “M” is for: Monochromatic (One is the Loveliest Color). https://nvision-that.com/m-is-for-monochromatic/ (Erişim Tarihi: 14 Temmuz 2022).
  • Stackoverflow (2018, Şubat 12). Drawing Monochromatic Colors of a Hue. https://stackoverflow.com/questions/48731598/drawing-monochromatic-colors-of-a-hue (Erişim Tarihi: 14 Temmuz 2022).
  • Swasty, W., Putri, M. K., Koesoemadinata, M. I. P., Gunawan, A. N. S. (2021). The effect of packaging color scheme on perceptions, product preferences, product trial, and purchase intention. Jurnal Manajemen dan Kewirausahaan, 23(1), 27-39.
  • The Guardian (1999, Haziran 11). Ketchup's Big Adventure. https://www.theguardian.com/theguardian/1999/jun/11/features11.g2 (Erişim Tarihi: 14 Temmuz 2022).
  • Uzunay, T. (2022). Monokromatik Renkler Nelerdir? Tanım ve Örnekler. https://zamran.com/monokromatik-renkler-nelerdir-tanim-ve-ornekler . (Erişim Tarihi: 16 Temmuz 2022)
  • Vasiljevic Tomic, D., Alihodzic, R., & Mojsilovic, D. (2014, Nisan). Monochromatic in the architectural composition: With special reference to the application of white colour. Places and Technologies 2014 [Elektronski izvor]: Keeping up with Technologies to Improve Places: Conference Proceedings: 1st International Academic Conference içinde (s. 853-863). Belgrat: University of Belgrade.
  • Yen-Kim Phan, E. (2014). No one grows ketchup like Heinz (Creative Advertising 6/6). https://stayhungryforlife.wordpress.com/2014/04/06/no-one-grows-ketchup-like-heinz/ (Erişim Tarihi: 14 Temmuz 2022).
  • Yoon, J. (2016). Heinz Ketchup Advertisement. https://cjamisnojam.wordpress.com/2016/10/19/avertisement-ketchup (Erişim Tarihi: 14 Temmuz 2022).
  • Youtube (2018, Mart 13). Indigo Monochrome. https://www.youtube.com/watch?v=SRIK5fBQk2U (Erişim Tarihi: 14 Temmuz 2022).

Monokromatik Reklamdan Monokromatik Markaya: Heinz Örneği

Yıl 2023, Cilt: 10 Sayı: 18, 216 - 233, 28.06.2023
https://doi.org/10.56133/intermedia.1162370

Öz

Bu çalışma renk çarkındaki tek bir rengi ve bu rengin açıktan koyuya mevcut tonları arasındaki uyumu ifade etmek için kullanılan, web tasarımından iç mimariye pek çok tasarımda ve farklı sektörlerden işletmelerin reklamlarında görülen monokromatik kavramını ele alır, monokromatiğin markanın reklamlardaki temsilini uzun dönemde nasıl şekillendirdiğini göstermeyi amaçlar. Uluslararası bir ketçap ve domates sosu markası için monokromatik renk şemasından faydalanılarak üretilmiş reklamlara odaklanan bu çalışmada öncelikle, “Heinz: Tomato, Slices, Seeds” isimli reklam kampanyası örnek olay olarak ele alınarak göstergebilimsel açıdan incelenmiştir. Ardından, 1998-2022 yılları arasında, farklı ülkelerde farklı ajanslar tarafından üretilen ve internet üzerinde iki reklam havuzu (Adsoftheworld ve Adeevee), Heinz için çalışan bir reklam ajansının internet sitesi olmak üzere farklı kaynaklar taranarak elde edilen, monokromatik şemadan faydalanılmış Heinz reklamları kısa bir içerik analizi ve göstergebilimsel analiz ile değerlendirilmiştir. Böylece monokromatiğin reklamda kullanımının marka için temel bir değer ifadesi oluşu, kırmızı rengin, tüketicinin tutum ve davranışları, kültürel, sosyal, ekonomik faktörler, zamanın renk ve tasarım trendleri ile değişen ancak insanı insan yapan temel biyolojik, psikolojik özellikler ve temel tasarım kuralları sebebiyle de zamana direnen temel bir öğe olarak konumlanışı, kısaca 24 yılda yayınlanmış 51 reklam kampanyasıyla monokromatik reklamdan monokromatik markaya giden yolun şekillenişi ortaya konmuştur.

Kaynakça

  • Adbrands.Net (2019, Ocak 30). Leo Burnett Worldwide (US). https://www.adbrands.net/archive/us/leo-burnett-us-p.htm (Erişim Tarihi: 14 Temmuz 2022).
  • Adeeve.com (t.y.). Heinz. https://www.adeevee.com/brands/show/heinz/ (Erişim Tarihi: 5 Haziran 2022).
  • Adeeve.com (2008, Eylül 10). Heinz: Tomato, Slices, Seeds. https://www.adeevee.com/2008/09/heinz-tomato-slices-seeds-print/ (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (t.y.). Heinz. https://www.adsoftheworld.com/campaigns?search=Heinz&button= (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2021, Eylül). Suzuki Vitara Feel the Vitara Vibe. https://www.adsoftheworld.com/campaigns/feel-the-vitara-vibe (Erişim Tarihi: 14 Temmuz 2022)
  • Adsoftheword (2019a, Şubat). The K-Beach Town Homes Kolor Your Life. https://www.adsoftheworld.com/campaigns/kolor-your-life (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2019b, Mayıs). Burger King #FeelYourWay. https://www.adsoftheworld.com/campaigns/feelyourway (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2019c, Ekim). Cinemark RGB. https://www.adsoftheworld.com/campaigns/rgb (Erişim Tarihi: 14 Temmuz 2022)
  • Adsoftheword (2014, Ocak). McDonald's Ice cream, Drink, Fries. https://www.adsoftheworld.com/campaigns/ice-cream-266f33da-0841-4551-b631-5fae6fd6e91f (Erişim Tarihi: 14 Temmuz 2022).
  • Adsoftheword (2012, Haziran). FIAT The earthliner. https://www.adsoftheworld.com/campaigns/the-earthliner (Erişim Tarihi: 14 Temmuz 2022).
  • Ambrose, G. & Harris, P. (2013). Grafik Tasarımda Renk. Bengisu Bayrak (Çev.). İstanbul: Literatür Yayıncılık.
  • Ardjian, S. (2020). Heinz Ketchup Ad: No One Grows Ketchup Like. https://medium.com/illumination/heinz-ketchup-ad-no-one-grows-ketchup-like-a9b76c0998d4 (Erişim Tarihi: 14 Temmuz 2022).
  • Barnhart, B. (2021). The Ultimate Guide To Monochromatic Color in Graphic Design https://www.vectornator.io/blog/monochromatic-colors/ (Erişim Tarihi: 12.06.2023)
  • Baudrillard, J. (2010). Nesneler Sistemi (1. Baskı). Oğuz Adanır, Aslı Karamollaoğlu (Çev.). İstanbul: Boğaziçi Üniversitesi Yayınları.
  • Bernardino, I. (2020). Monochromatic design: Red. https://uxdesign.cc/monochromatic-design-red-95629c074c70 (Erişim Tarihi: 14 Temmuz 2022).
  • Bleicher, S. (2012). Contemporary Color: Theory and Use (2.Baskı). USA: Delmar, Cengage Learning.
  • Bunish, C. (2002). "H.J. Heinz Company", The Advertising Age Encyclopedia of Advertising (1. Baskı). John McDonough, Karen Egolf (Ed.). USA: Fitzroy Dearborn Publishers.
  • Campaignlive (2007a, Ekim 25). McCann Accused of Copying Heinz Sliced Bottle Ad. (https://www.campaignlive.com/article/mccann-accused-copying-heinz-sliced-bottle-ad/756179 (Erişim Tarihi: 14 Temmuz 2022).
  • Campaignlive (2007b, Aralık 14). Campaign Annual 2007: Advertiser of the Year – Heinz. (https://www.campaignlive.co.uk/article/campaign-annual-2007-advertiser-year-heinz/773776 (Erişim Tarihi: 14 Temmuz 2022).
  • Causse, J.-G. (2019). Renklerin Şaşırtıcı Gücü (1. Baskı). Hasan Can Utku (Çev.). İstanbul: Pegasus Yayınları.
  • Çağlarca, S. (2018). Renk ve Armoni Kuralları (5. Baskı). İstanbul: İnkılap Yayınevi.
  • del Rosario, C. (2022). The Art of Monochromatic Design. https://designpickle.com/creative-hub/graphic-design/the-art-of-monochromatic-design/ (Erişim Tarihi: 12.06.2023).
  • Glasner, B. (2010). "Chroma Spectrum", Chroma Design Architecture & Art in Color. Barbara Glasner &Petra Schmidt (Ed.). Switzerland: Birkhauser VerlagAG.
  • Greenleaf, E.A. (2010). “Does Everything Look Worse in Black and White? The Role of Monochrome Images in Consumer Behavior”, Sensory Marketing: Research on The Sensuality of Products, Aradhna Krishna (Ed.). New York: Routledge
  • Heinz (t.y.). Take a Fresh Look at Our Vintage Ads. https://www.heinz.com/past-ads (Erişim Tarihi: 14 Temmuz 2022).
  • Holtzschue, L. (2011). Understanding Color: An Introduction for Designers (4.Baskı). USA: John Wiley & Sons, Inc.
  • Hornung, D. (2012). Color: A Workshop for Artists and Designers (2.Baskı). UK: Laurence King Publishing.
  • Hutching, J.B. (2017). "Colour in Food", Colour Design: Theories and Applications (2. Baskı). Janet Best (Ed.). The Textile Institute, UK: Woodhead Publishing.
  • Kaushik, V. (2021). How to apply monochromatic color scheme in design?. https://uxplanet.org/how-to-apply-monochromatic-color-scheme-in-design-10c809d671a5 . (Erişim Tarihi: 20 Temmuz 2022)
  • Kliever, J. (t.y.). How to design with monochromatic colors—with expert tips from a designer. https://www.canva.com/learn/monochromatic-colors/ . (Erişim Tarihi: 12.06.2023).
  • Ladissertation (2018, Ocak 12). Analyze of an Ad from Heinz. https://www.ladissertation.com/Monde-du-Travail/Marketing-et-Publicite/Analyze-of-an-Ad-from-Heinz-321085.html (Erişim Tarihi: 14 Temmuz 2022).
  • Lee, H., Deng, X., Unnava, H. R., Fujita, K. (2014). Monochrome forests and colorful trees: The effect of black-and-white versus color imagery on construal level. Journal of Consumer Research, 41(4), 1015-1032.
  • Lynchy. (2012). JWT Shanghai’s Samsonite “Heaven and Hell” becomes The Gunn Report’s most awarded print advertisment of all time. https://campaignbriefasia.com/2012/06/18/jwt-shanghais-samsonite-heaven/ (Erişim Tarihi: 20 Temmuz 2022).
  • Manandhar, I. (2018). Monochromatic Coloring Technique : evoke the feel into design. https://medium.theuxblog.com/monochromatic-coloring-technique-evoke-the-feel-into-design-9c63ed92a4dd. (Erişim Tarihi: 20 Temmuz 2022)
  • Ogilvy (t.y.). Coke Hands Coca-Cola. https://www.ogilvy.com/work/coke-hands (Erişim Tarihi: 14 Temmuz 2022)
  • Onyx Creative (2020, Ekim 5). Popular Color Palettes By Decade. https://www.onyxcreative.com/blog/2020/9/popular-color-palettes-by-decade (Erişim Tarihi: 14 Temmuz 2022).
  • Parramon, J. M. (2000). Resimde Renk ve Uygulanışı (5. Baskı). Erol Erduran (Çev.). İstanbul: Remzi Kitabevi.
  • Paterson, I. (2004). A Dictionary of Colour, UK: Thorogood Publishing.
  • Rethink Ideas (t.y.). Heinz Ketchup. https://rethinkideas.com/work/heinz-ketchup/ (Erişim Tarihi: 14 Temmuz 2022).
  • Smith, N. (2015). “M” is for: Monochromatic (One is the Loveliest Color). https://nvision-that.com/m-is-for-monochromatic/ (Erişim Tarihi: 14 Temmuz 2022).
  • Stackoverflow (2018, Şubat 12). Drawing Monochromatic Colors of a Hue. https://stackoverflow.com/questions/48731598/drawing-monochromatic-colors-of-a-hue (Erişim Tarihi: 14 Temmuz 2022).
  • Swasty, W., Putri, M. K., Koesoemadinata, M. I. P., Gunawan, A. N. S. (2021). The effect of packaging color scheme on perceptions, product preferences, product trial, and purchase intention. Jurnal Manajemen dan Kewirausahaan, 23(1), 27-39.
  • The Guardian (1999, Haziran 11). Ketchup's Big Adventure. https://www.theguardian.com/theguardian/1999/jun/11/features11.g2 (Erişim Tarihi: 14 Temmuz 2022).
  • Uzunay, T. (2022). Monokromatik Renkler Nelerdir? Tanım ve Örnekler. https://zamran.com/monokromatik-renkler-nelerdir-tanim-ve-ornekler . (Erişim Tarihi: 16 Temmuz 2022)
  • Vasiljevic Tomic, D., Alihodzic, R., & Mojsilovic, D. (2014, Nisan). Monochromatic in the architectural composition: With special reference to the application of white colour. Places and Technologies 2014 [Elektronski izvor]: Keeping up with Technologies to Improve Places: Conference Proceedings: 1st International Academic Conference içinde (s. 853-863). Belgrat: University of Belgrade.
  • Yen-Kim Phan, E. (2014). No one grows ketchup like Heinz (Creative Advertising 6/6). https://stayhungryforlife.wordpress.com/2014/04/06/no-one-grows-ketchup-like-heinz/ (Erişim Tarihi: 14 Temmuz 2022).
  • Yoon, J. (2016). Heinz Ketchup Advertisement. https://cjamisnojam.wordpress.com/2016/10/19/avertisement-ketchup (Erişim Tarihi: 14 Temmuz 2022).
  • Youtube (2018, Mart 13). Indigo Monochrome. https://www.youtube.com/watch?v=SRIK5fBQk2U (Erişim Tarihi: 14 Temmuz 2022).
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makaleleri
Yazarlar

Nihan Aytekin 0000-0002-9336-123X

Mizgin Avci 0000-0002-1323-707X

Erken Görünüm Tarihi 24 Haziran 2023
Yayımlanma Tarihi 28 Haziran 2023
Gönderilme Tarihi 15 Ağustos 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 10 Sayı: 18

Kaynak Göster

APA Aytekin, N., & Avci, M. (2023). Monokromatik Reklamdan Monokromatik Markaya: Heinz Örneği. Intermedia International E-Journal, 10(18), 216-233. https://doi.org/10.56133/intermedia.1162370

Creative Commons Lisansı Intermedia International E-journal

Bu eser Creative Commons Alıntı-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.