Publication: Global reklam kampanyalarında kültürel farklılaşmalar
Abstract
Global reklamcılığın anlamı, reklamın çekiciliğini, mesajını, kreatif çalısmaları ve benzeri herseyi tüm dünyada aynı standartta gerçeklestirmektir. Global reklamda, uygun dilin kullanılması ve ülkelerarası kültürel farklılıkların düzenlenmesi oldukça zordur. Markalarda yerellestirme global reklamcılığın gerekliliği iken, bu gereklilik marka ismi ve mesajında ise globallesme olmaktadır. “Global reklam kampanyalarındaki kültürel farklılıklasmalar ve görsel öğelerin değerlendirilmesi” adlı tez çalısmasında; toplumların sosyal, ekonomik ve kültürel farklılasmalarının, globallesme sonucunda, uluslararası markaların reklam kampanyaları üzerinde yarattıkları etkiler üzerinde durulmustur. Günümüzde globallesme ile birlikte değisen toplumsal normlar ve kültürler birçok alanda olduğu gibi tasarım dünyasında da etkilesim yaratmıs, global markaların reklam kampanyalarındaki grafik anlatımı da değistirmistir. Bu tez çalısmasında, global reklam ajanslarında çalısan sanat yönetmenlerinin globallesme ve uygulama alanlarındaki kendi görüs ve düsüncelerine yer verilen bir bölüm olusturulmustur. Reklam yaratıcılığının uluslararası arenada son dönemdeki değisimi ele alınmıs, global markalar ve reklam ajanslarının değisen sistemleri, reklam kampanyalarının olusum süreçleri, değisen sanat yönetmeni tanımı, olusturulan son dönem grafik dil ve global reklamcılığın yeni algısı incelenmistir. Reklam, Global Reklam, Yaratıcılık, Kültürel Öğeler.
The meaning of global advertising is realizing the attraction of advertisement, the message, the creative studies and all other related issues with the same standards all over the world. In the global advertisement, it is considerably hard to use the suitable language and manage the cultural discrepancies. The necessity of global advertising for the brand is localization, while this necessity is the globalisation for the brand name and its message. In the thesis named “The cultural diversifications in the global advertisement campaigns and evaluation of visual components”; the effects of social, economic and cultural diversifications on the advertisement campaigns of the international brands are emphasized as a result of globalisation. The social norms and cultures changing with globalisation have resulted in an interaction in the designing world as well as many other fields; and the graphical expression of global brands in the advertisement campaigns have also changed accordingly. In this thesis, there is a chapter where the personal comments and opinions of the art directors working at global advertisement agencies are stated about the globalisation and application areas. The recent changing of advertisement creativeness in the international area is considered; and the changing systems of advertisement agencies, the establishment processes of advertisement campaigns, the changing definition of art director, the recent graphical language established and the new perception for global advertising are analysed. Advertise, Global Advertising, Creativity, Cultural Elements.
The meaning of global advertising is realizing the attraction of advertisement, the message, the creative studies and all other related issues with the same standards all over the world. In the global advertisement, it is considerably hard to use the suitable language and manage the cultural discrepancies. The necessity of global advertising for the brand is localization, while this necessity is the globalisation for the brand name and its message. In the thesis named “The cultural diversifications in the global advertisement campaigns and evaluation of visual components”; the effects of social, economic and cultural diversifications on the advertisement campaigns of the international brands are emphasized as a result of globalisation. The social norms and cultures changing with globalisation have resulted in an interaction in the designing world as well as many other fields; and the graphical expression of global brands in the advertisement campaigns have also changed accordingly. In this thesis, there is a chapter where the personal comments and opinions of the art directors working at global advertisement agencies are stated about the globalisation and application areas. The recent changing of advertisement creativeness in the international area is considered; and the changing systems of advertisement agencies, the establishment processes of advertisement campaigns, the changing definition of art director, the recent graphical language established and the new perception for global advertising are analysed. Advertise, Global Advertising, Creativity, Cultural Elements.