FROM BRITISH AIRWAYS TO NIKE: THE FACE IMAGE IN ADVERTISEMENTS AND MAKING A WORLD

Year 2024, Issue: “SINIRSIZ: DÜNYA YAPMAK & ÖTESİ”, 143 - 166, 26.03.2024

Nihan Aytekin

https://doi.org/10.14514/beykozad.1368078

Abstract

This paper is mainly based on British Airways' 1989 Globe (Face) advertisement (HudsonFilmLtd, 2012) and Nike's 2018 Dream Crazy advertisements (Franck, 2018; Kemp, 2022). By carrying out a narrative analysis and a discourse analysis on these advertisements, it focuses on revealing the political, economic, social, and cultural meanings accompanying the aesthetic concerns, which fall behind the face image. In these two historical campaigns, the face that 'makes a world' grounded on Goodman (1978), is the one that unites and separates, builds and disintegrates, liberates by overflowing borders, but is deterritorialized simultaneously. The advertising narrative of British Airways, which represents the transportation sector that facilitates the rapid circulation of goods, services, and money around the world, can be analyzed through the white wall and black holes that Deleuze and Guattari mention about faciality (Holland, 2013, s. 92). On a vast ground, the face is born in nature in this advertisement. Two-dimensional, almost despotic face that can be observed from a wide angle from above, consisting of individual organs - mouth, ear, nose - which requires an eye and power to manage, but when it is completed, uncanny with a smile and a wink. In the Nike outdoor ad, Colin Kaepernick, backed by the Black Lives Matters movement, looks straight ahead, expressionless, as a black American citizen with his death-defying face alone. In this context, the brand dissolves the Other in such a way that only its face is exposed, transforming it into a functioning machine, a living thing which is based only on the face, like Miyazaki's No-Face character, whose face remains constant even though it swallows everything. As a result, both campaigns, tangent to each other through the face image and following different trajectories, complete their tasks of creating a whole of meanings by the zeitgeist and selling successfully.

Keywords

Face, Advertisement, Brand, Image, Other

BRITISH AIRWAYS’TEN NIKE’A: REKLAMDA YÜZ İMGESİ VE BİR DÜNYA YAPMAK

Abstract

British Airways'in 1989 tarihli Globe (Face) reklamı (HudsonFilmLtd, 2012) ve Nike’ın 2018 tarihli Dream Crazy reklamlarını (Franck, 2018; Kemp, 2022) örnek olarak seçerek bu reklamlar üzerinden bir anlatı analizi ve söylem çözümlemesi gerçekleştiren bu çalışma; reklamda yüz imgesinin ardına düşen estetik kaygılara politik, ekonomik, sosyal ve kültürel olarak eşlik eden anlamları ortaya koymaya odaklanmıştır. Bu iki tarihi kampanyada yüz, Goodman’dan (1978) yola çıkarak söylersek, bir dünya yapan yüz; birleştiren ve ayrıştıran, inşa eden ve bozan, sınırlardan taşarak özgürleşen ama aynı zamanda yersizyurtsuzlaşandır. Deleuze ve Guattari'nin yüzsellik ile ilişkili olarak bahsettiği beyaz duvar ve siyah delikler (Holland, 2013, s. 92); mal, hizmet ve paranın dünya üzerinde hızla dolaşımını kolaylaştıran ulaşım sektörünü temsilen British Airways markasının reklam anlatısı üzerinden değerlendirilebilir. Bu reklamda uçsuz bucaksız bir zemin üzerinde, doğanın içinde tek tek organlardan -ağız, kulak, burun- oluştuğunu yukarıdan geniş açı ile gördüğümüz, idaresi yukarıdan bakan bir göz ve güç gerektiren ancak tamamlandığında gülümser ifadesi ve göz kırpışıyla tekinsiz, iki boyutlu, adeta despotik bir yüz doğar. Black Lives Matters hareketini ardına alan Colin Kaepernick de Nike açıkhava reklamında, tek başına yüzüyle adeta ölüme meydan okuyan, siyahi bir Amerikan vatandaşı olarak, ifadesiz bir şekilde tam karşıya bakar. Bu bağlamda marka “öteki”ni sadece yüzü açıkta kalacak biçimde eritir, Miyazaki’nin No-Face karakteri gibi sadece yüzden kurulu, her şeyi yutsa da yüzü sabit kalan bir canlıya, işler halde bir makineye dönüştürür. Sonuç olarak her iki kampanya, birbirine yüz imgesi üzerinden teğet geçip farklı yörüngeleri izleyerek zamanın ruhuna uygun bir anlamlar bütünü oluşturma ve satış görevlerini başarıyla tamamlarlar.

Keywords

Yüz, Reklam, Marka, İmge, Öteki

References

• Almeida, P. S. P. J. D. (2023). Emotional face recognition in consumer behavior “Differences between affective faces and emojis and their influence on decision-making” [Doktora tezi, Universidade Nova de Lisboa, NOVA Information Management School – NIMS]. Repositorio Universidade Nova. https://run.unl.pt/handle/10362/148555
• Ballantyne, A. (2014). Mimarlar için Deleuze ve Guattari. (2. basım). (Çev. R. Öğdül). YEM Yayıncılık. (Orijinal yayın tarihi 2007)
• Bruck, A. (2007). Video ad spoofs British Airways. TrendHunter.com. https://www.trendhunter.com/trends/silverjet-worlds-most-exclusive-airline
• Campaign Live (2013, Temmuz 15). British Airways "face". Campaign Live. https://www.campaignlive.co.uk/article/british-airways-face/1188713
• Canar, B. (2005). Pop philosophy versus the face: faciality in dermocosmetic advertisements. [Yüksek lisans tezi, Middle East Technical University]. OpenMETU. https://open.metu.edu.tr/handle/11511/15643
• Deleuze, G. ve Guattari, F. (1987). A thousand plateaus: capitalism and schizophrenia. (Çev. B. Massumi). Minneapolis: The University of Minnesota Press. (Orijinal yayın tarihi 1980)
• Digital Training Academy (2019). Digital marketing case study - Cannes Lions winner: How Nike gambled with politics for a big win - Digital Training Academy. Digital Training Academy. http://www.digitaltrainingacademy.com/casestudies/2019/07/cannes_lions_winner_how_nike_gambled_with_politics_for_a_big_win.php
• Edeer, Ş. (2016). Yüzün bakışı (2. basım). Nisan Kitabevi.
• Ergüven, M. (2003). Kurgu ve gerçek. Gendaş A.Ş.
• Fisher, M. (2020). Kapitalist gerçekçilik: başka alternatif yok mu? (2. basım). (Çev. G. Çağalı Güven). Habitus Kitap. (Orijinal yayın tarihi 2009)
• Fortress of Solitude (2021, Nisan 26). No-Face (Spirited Away): 10 facts fans probably don’t know. Fortress of Solitude. https://www.fortressofsolitude.co.za/spirited-away-10-no-face-facts/
• Franck, T. (2018, Eylül 11). Nike’s Kaepernick campaign “a stroke of genius,” says analyst, upgrading stock to buy. CNBC. https://www.cnbc.com/2018/09/11/nikes-kaepernick-ad-campaign-a-stroke-of-genius-analyst-ups-stock.html
• Gerda. (2022, Aralık 12). 105 of the best memes in response to Nike’s Colin Kaepernick ad. Bored Panda. https://www.boredpanda.com/funny-colin-kaepernick-nike-ad-memes/?utm_source=google&utm_medium=organic&utm_campaign=organic
• Ghibli Wiki (2023, Eylül 25). No-Face | Ghibli wiki | Fandom. Ghibli Wiki. https://ghibli.fandom.com/wiki/No-Face
• Goodman, N. (1978). Ways of worldmaking. Harvester Press.
• Gwynn, S. C. (2021, Haziran 24). Cannes Lions: W&K takes creative effectiveness grand prix for Nike’s crazy dreams. PR Week. https://www.prweek.com/article/1720437/cannes-lions-w-k-takes-creative-effectiveness-grand-prix-nikes-crazy-dreams
• Han, B.-C. (2022). Ritüellerin yok oluşuna dair. (Çev. Ç. Tanyeri). İnka Kitap. (Orijinal yayın tarihi 2019)
• Heller, S. (2018, Eylül 15). Here's the backstory of everyone who appeared in the new Nike ad featuring Colin Kaepernick. Business Insider. https://www.businessinsider.com/all-the-athletes-in-the-nike-dream-crazy-ad-with-colin-kaepernick-2018-9
• Hickman, A. (2019, Temmuz 3). 'Everything Pepsi's Kendall Jenner campaign isn't' - PR chiefs praise Nike for Kaepernick move. PR Week. https://www.prweek.com/article/1491952/everything-pepsis-kendall-jenner-campaign-isnt-pr-chiefs-praise-nike-kaepernick-move
• Hitchcock, L.A. (2015). Kuramlar ve kuramcılar: çağdaş düşüncede antik edebiyat. (2. basım). (Çev. S. Pekşen). İletişim Yayınları. (Orijinal yayın tarihi 2008)
• Holland, E. W. (2013). Deleuze and Guattari's' a thousand plateaus': A reader's guide. Bloomsbury Publishing. HudsonFilmLtd. (2012, Ocak 17). British Airways Globe commercial [Video]. YouTube. https://www.youtube.com/watch?v=cJFeQ7KLuLM
• Indick, W. (2011). Senaryo yazarları için psikoloji (2. basım). (Çev. E. Yılmaz ve Y. Karaarslan). Agora Kitaplığı. (Orijinal yayın tarihi 2004)
• Jerslev, A. (2018). The elderly female face in beauty and fashion ads: Joan Didion for Céline. European Journal of Cultural Studies, 21(3), 349–362. https://doi.org/10.1177/1367549417708436
• Joseph, S. (2013, Ağustos 22). Top ten Nike ‘Just Do It’ ads. Marketing Week. https://www.marketingweek.com/top-ten-nike-just-do-it-ads/ Kemp, A. (2022, Haziran 14). World’s best ads ever #17: Nike’s ‘Dream Crazy’ shows solidarity for a global cause. The Drum. https://www.thedrum.com/news/2022/06/14/world-s-best-ads-ever-17-nike-s-dream-crazy-shows-solidarity-global-cause
• Kiefer, B. (2019, Ekim 14). Nike's 'Dream Crazy' director on giving Colin Kaepernick a voice. Campaign UK. https://www.campaignlive.co.uk/article/nikes-dream-crazy-director-giving-colin-kaepernick-voice/1587800
• Lee, Y.J., Lee, Y.J. (2010). Interface of augmented reality game using face tracking and ıts application to advertising. In: Kim, Th., Stoica, A., Chang, RS. (eds) Security-Enriched urban computing and smart grid. SUComS 2010. Communications in Computer and Information Science, vol 78. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-16444-6_77
• Lidwell, W., Holden, K. ve Butler, J. (2003). Universal principles of design. Rockport Publishers, Inc.
• London Air Travel (2020a). A history of British Airways advertising – Part 2 – London Air Travel. London Air Travel. https://londonairtravel.com/2020/04/15/british-airways-advertising-history-part-2/
• London Air Travel (2020b). A history of British Airways advertising - Part 4 – London Air Travel. London Air Travel. https://londonairtravel.com/2020/04/17/british-airways-advertising-history-part-4/
• London Air Travel (2022, Şubat 22). The story of British Airways advertising – London Air Travel. London Air Travel. https://londonairtravel.com/aviation-history-nostalgia/british-airways-advertising/
• Murakami, İ. ve Yılmaz, Ö. (2021). Yaşlanma karşıtı yüz kremi reklamlarına örnek bir araştırma. Medya ve Kültürel Çalışmalar Dergisi, 3(1) , 52-60. https://doi.org/10.29228/mekcad.5
• O’Kane, C. (2018, Eylül 7). Donald Trump Jr. “fixed” Kaepernick Nike ad with father’s face. CBS News. https://www.cbsnews.com/news/trump-face-colin-kaepernick-nike-ad-fixed-donald-trump-jr-instagram/ OOH TODAY (2019, Haziran 19). Outdoor always made it more real —‘just do it’. OOH TODAY. https://oohtoday.com/outdoor-always-made-it-more-real-just-do-it/
• O'Shaughnessy, M. ve Stadler, J. (2008). Media and society: An introduction (4. basım). Oxford University Press. Palardy, D. Q. (2014). The evolution of Conguitos: Changing the face of race in Spanish advertising. Transmodernity: Journal of Peripheral Cultural Production of the Luso-Hispanic World, 4(2). https://escholarship.org/content/qt8wq5s5tv/qt8wq5s5tv.pdf
• Pengelly, M. (2018, Eylül 9). Nike sales surge 31% in days after Colin Kaepernick ad unveiled, analyst says. The Guardian. https://www.theguardian.com/sport/2018/sep/08/colin-kaepernick-nike-ad-sales-up
• Rigel, N. (2005). Lacan’ın çekiciyle put kırmak – Slavoj Zizek. İçinde B. Çoban, G. Batuş, G. Yücedoğan ve N. Rigel (Ed.), Kadife karanlık - 21. yüzyıl iletişim çağını aydınlatan kuramcılar: Mcluhan, Foucault, Chomsky, Baudrilland, Postman, Lacan, Zizek (2. basım). (ss. 295-336). Su Yayınları.
• Sajjacholapunt, P. ve Ball, L.J. (2014). The influence of banner advertisements on attention and memory: human faces with averted gaze can enhance advertising effectiveness. Frontiers in Psychology. 5: 166. https://doi.org/10.3389/fpsyg.2014.00166
• Schleh, S. (2017, Eylül 12). On reflection: Graham Fink recalls BA Face | shots. Shots. https://www.shots.net/news/view/94061-on-reflection-graham-fink-recalls-ba-face
• Statista (2023, Eylül 5). Nike: Brand value worldwide 2023 | Statista. Statista. https://www.statista.com/statistics/632210/nike-brand-value/
• Sweney, M. (2007, Ekim 5). Saatchi ad gets revenge on BA. The Guardian. https://www.theguardian.com/media/2007/oct/05/advertising Swenson, A. (2013). The cine-files » The face. The Cine-files. http://www.thecine-files.com/current-issue-2/articles/the-face/
• Swift, J. (2021, Haziran 24). Cannes Lions: Creative effectiveness winners 2021. Contagious. https://www.contagious.com/news-and-views/cannes-lions-creative-effectiveness-winners-2021
• Talon Outdoor (2018, Ekim 17). Bold. Brave. Unapologetic. Nike continues to dream crazy. - Talon Outdoor-Out of Home Media Specialists. Talon Outdoor. https://talonoutdoor.com/news/bold-brave-unapologetic-nike-continues-to-dream-crazy
• The Marketing Society (2020). Nike 1989. The Marketing Society. https://brands.marketingsociety.com/entries/nike-1989/
• ThePiano.SG (2016). Aria brings out British Airways’ messages of unity and love. ThePiano.SG. https://www.thepiano.sg/piano/read/aria-brings-out-british-airways-messages-unity-and-love
• Ümer, E. (2017). Tekinsizliğin estetiği ve sanat yapıtı. Art-e Sanat Dergisi, 10(19), 96-126. https://doi.org/10.21602/sduarte.307075
• Van Sijll, J. (2005). Cinematic storytelling: The 100 most powerful film conventions every filmmaker must know. Michael Wiese Productions.
• Voll, G. (2020). "#DreamCrazy and #BoycottNike: A content analysis of the Twitter debate". (No:1) [Lisans tezi, Suffolk University]. Digital Collections at Suffolk. https://dc.suffolk.edu/undergrad/1
• Wang, H., Fu, H., ve Wu, Y. (2020). To gain face or not to lose face: the effect of face message frame on response to public service advertisements. International Journal of Advertising, 39(8), 1301-1321. https://doi.org/10.1080/02650487.2020.1763090
• Yao, X., Chen, Y., Liao, R. ve Cai, S. (2018). Face based advertisement recommendation with deep learning: a case study. In Qiu, M. (eds.) Smart Computing and Communication. SmartCom 2017. Lecture Notes in Computer Science, vol. 10699. Springer, Cham. https://doi.org/10.1007/978-3-319-73830-7_10
• Xiao, L. ve Ding, M. (2014). Just the faces: exploring the effects of facial features in print advertising. Marketing Science 33(3), 338-352. http://dx.doi.org/10.1287/mksc.2013.0837