Publication: Reklamlarda hipnotik dil kullanımı
Abstract
Hazırlanan bu çalışmada öncelikli olarak tıbbi olarak kullanılan hipnozun nasıl günlük hayatımıza adapte edildiği, psikanaliz uzmanlarının kullandığı dil kalıplarının filmler, şarkılar, kitaplar ve hatta masallardaki varlığı örneklerle ortaya konulmuştur. Ardından hipnotik öğeler teker teker ele alınarak incelenmiş ve nihayetinde reklamla ilişkileri vurgulanmıştır. Bu süreçte hipnotik öğeler sadece konuştuğumuz ‘dil’ bazında ele alınmamış, bir bütün halinde; beden dili, renklerin gücü, ses tonunun önemi, duygular, duyular ve psikolojik, sosyal, kültürel faktörler nezninde detaylı bir çalışma gerçekleştirilmiştir. Bu çalışmanın sonucunda da derinlemesine görüşme metodu uygulanarak alanlarında uzman; psikolog, reklamcı ve edebiyatçılarla bir araya gelinerek ‘hayatımızda ve reklamlarda hipnotik dil’in yeri ile ilgili bir inceleme süreci yürütülmüş ve sonuçlar değerlendirilmiştir. reklam, hipnotik dil, bilinçaltı, renkler, sesler, beden dili, Milton Model, hipnoz
In this elaborately prepared study, first it can be seen from illustrated examples in what ways medical hypnosis is adapted into our daily lives and language patterns used by psychoanalysis experts do exist in movies, songs, books and even fairytales. Second, hypnotic elements are examined one by one and finally, their connection with ads is emphasized. In this process, hypnotic elements are not evaluated in the scope of “language” we speak, but it is more of a detailed study regarding body language, power of colours, the importance of intonation, emotions, senses, psychological, social and cultural factors as a whole. In the conclusion of this study, interviewing psychologists, advertisement agencies and litterateurs, each a specialist in his/ her field, using in-depth interview method, a course of analysis is conducted on the effect of “hypnotic language in our lives and ads” and outcome of this research is assessed. advertisement, hypnotic language, subconscious, colours, voices, body language, the Milton Model, hypnosis.
In this elaborately prepared study, first it can be seen from illustrated examples in what ways medical hypnosis is adapted into our daily lives and language patterns used by psychoanalysis experts do exist in movies, songs, books and even fairytales. Second, hypnotic elements are examined one by one and finally, their connection with ads is emphasized. In this process, hypnotic elements are not evaluated in the scope of “language” we speak, but it is more of a detailed study regarding body language, power of colours, the importance of intonation, emotions, senses, psychological, social and cultural factors as a whole. In the conclusion of this study, interviewing psychologists, advertisement agencies and litterateurs, each a specialist in his/ her field, using in-depth interview method, a course of analysis is conducted on the effect of “hypnotic language in our lives and ads” and outcome of this research is assessed. advertisement, hypnotic language, subconscious, colours, voices, body language, the Milton Model, hypnosis.