Semiotic Analysis of Multinational Brand Advertisements in the Context of Glocalization

Uğur Erdoğan

Makale detayları

Semiotic Analysis of Multinational Brand Advertisements in the Context of Glocalization

Yazarlar:

Uğur Erdoğan

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.631-648

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293631

pISSN:

1308-3198

Anahtar kelimeler:

Özet:

 With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to think globally and act locally and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.

 With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to think globally and act locally and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.

 With globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to think globally and act locally and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.

 Küreselleşme ile markaların uluslararası pazarlarda başarılı olabilmesi için sunulan ürün veya hizmetlerin o ülkenin veya pazarın kültürel unsurlarını dikkate alarak üretilmesi ve pazarlanması gerekmektedir. Yakın döneme kadar küreselleşme uluslararası ticarette yeni bir paradigma iken günümüzde markalaşma perspektifinden bakıldığında tüketicilerin artık küresel markaların standartlaştırılmış ürünleriyle yakınlık hissetmediği gerçeğiyle başlangıçtaki etkinliğini kaybetmiştir. Böylece, yerel özelliklerin etkisi ortaya çıktı ve bununla birlikte küresel ve yereli kapsayan yeni bir terim olan küyerelleşme meydana geldi. Küyerelleşme, markaları küresel düşünüp, yerel hareket etmeye teşvik etmekte ve bunu, küresel markayı kullanarak o markanın belirli unsurlarını belirli bir ülkeye uyacak şekilde yerelleştirerek gerçekleştirmektedir. Günümüzde farklı kültürlerde faaliyet gösteren markalar, küyerel reklam stratejsine başvurmaktadır. Küreselleşme ve yerelleşmenin entegre olması ve kelimelerinin bir araya gelmesiyle oluşan küyerelleşme kavramı son dönemlerde reklam alanında sıkça kullanılmaktadır. Bu çalışmada çok uluslu marka reklamlarının küyerelleşmeyi strateji olarak nasıl kullandıkları analiz edilmektedir. Bu doğrultuda Lays, Sensodyne, Algida ve Vodafone markalarının reklamları göstergebilimsel analiz yöntemi ile incelenmektedir. Analiz sonuçları markaların Türkiyeye özgü küyerel reklam yöntemlerini kullandığını göstermektedir.

Makale detayları

Semiotic Analysis of Multinational Brand Advertisements in the Context of Glocalization

Yazarlar:

Uğur Erdoğan

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.631-648

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293631

pISSN:

1308-3198

Advertising

Glocalization

Glocal Advertisement

CultureReklam

Küyerelleşme

Küyerel Reklam

Kültür

Sayı

Makale detayları

Yazarlar: Uğur Erdoğan

Yayıncı: Erciyes University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Erciyes İletişim Dergisi Vol.10 Issue 2, pp.631-648

Belge Tipi: Makale

Yayın Tarihi: 7/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001293631

pISSN: 1308-3198

Sayı

Yazarlar:

Uğur Erdoğan

Yayıncı:

Erciyes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Erciyes İletişim Dergisi Vol.10 Issue 2, pp.631-648

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001293631

pISSN:

1308-3198