Reklamlarda Kullanılan Marka Kişilik Arketiplerinin Göstergebilimsel Analizi

This study adopting a semiotic analysis aims to identify how personality archetypes have been used in commercials to create brand personalities. With this aim, the study first conceptualizes what these personality archetypes are and then analyses ten most successful global airline companies' co...

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Bibliographic Details
Published inJournal of management & economics Vol. 21; no. 1; pp. 345 - 355
Main Authors YAKIN, Volkan, AY, Canan, YAKIN, Mehmet
Format Journal Article
LanguageEnglish
German
Turkish
Published Celal Bayar University 01.06.2014
Subjects
Advertisiment
Brand Personality
Göstergebilim
Marka Kişiliği
Reklam
Semiolog
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Summary:This study adopting a semiotic analysis aims to identify how personality archetypes have been used in commercials to create brand personalities. With this aim, the study first conceptualizes what these personality archetypes are and then analyses ten most successful global airline companies' commercials to show how each of them integrated these archetypes into their marketing strategies. The article analyses the commercial of one of these companies in detail through a semiotic analysis and then summarizes findings related to the other companies. The article finds out that all the successful aviation company commercials in question have mostly used caregiver and jester archetypes. In addition to this finding the article also provides the reader with data on the usage of all other archetypes in these examples.
ISSN:1302-0064
1302-0064
DOI:10.18657/yecbu.38034