The International Advertising Strategies of Turkish Airlines In The Context Of Globalisation

Yıl 2017, Cilt: 7 Sayı: 3, 539 - 559, 28.11.2017

Hediye Aydoğan

Öz

Making it easier for the mobility of many things such as goods, services
and man in the world thanks to the developments of the transportation and
internet technologies, globalisation affect the cultural life as well as the
economic, political and technological life. In addition, having an impact on
the cultural components (language, traditions, lifestyles, and so on) of the
societies, globalisation shapes the advertisements fostered by these
components.

It is highly disputed in the literature whether the global companies
getting into the foreign markets due to the shrinking of the domestic markets
in which they facilitate under the competitive conditions stemming from the
globalisation, should create standardised, adapted or glocalised advertisements
in order to establish their hold on these markets and to maximize their
profits. In this context, the main objective of this study is to identify the international
advertising strategies of the six advertisements of Turkish Airlines on the
issues of magazines published on SkyLibrary in between 2010 and 2014. In order
to reveal which elements Turkish Airlines uses for its standardised, adapted or
glocalised advertisements, this study makes use of the Hofstede et al.’s Cultural
Onion Model (2010) and applies a semiological analysis. This study, bearing the
importance of being the first study analysing the international advertising of
a Turkish brand in terms of its strategies, concludes that Turkish Airlines
employ the standardised and glocalised advertisement strategies, and the
glocalised advertisement strategy is implemented mostly by making differences
in the visual and linguistic symbols. 

Anahtar Kelimeler

Globalisation, International Advertising Strategies, Standardisation, Glocalisation, Semiology

Küreselleşme Bağlamında Türk Hava Yolları’nın Uluslararası Reklam Stratejileri

Öz

Ulaşım ve internet
teknolojilerinde meydana gelen gelişmelerle insan, mal ve hizmet gibi pek çok
unsurun dünya üzerindeki hareketliliğini kolaylaştıran küreselleşme ekonomik,
politik ve teknolojik hayatı olduğu kadar kültürel hayatı da etkisi altına
almaktadır. Toplumların kültürünü oluşturan dil, gelenekler ve yaşam tarzı gibi
unsurları etkileyen küreselleşme, kültürün bu unsurlarının beslediği ve bu
unsurlarını besleyen reklamları da şekillendirmektedir.

Küreselleşmenin
yarattığı rekabet koşullarında şirketlerin faaliyet gösterdikleri pazarların
daralması nedeniyle dış pazarlara açılan şirketlerin, bu pazarlarda
tutunabilmelerinde ve kârlarını azamileştirebilmelerinde önemli bir rol oynayan
reklamlarını tüm pazarlarda standartlaştırması, faaliyet gösterdiği her bir
pazarın kültürüne göre uyarlaması veya küyerel bir strateji izlemesi gerekliliği,
yazında küresel şirketlerin reklamlarının incelenmesi üzerinden tartışılagelen
bir konudur. Bu bağlamda bu çalışmanın amacı, küresel bir marka olma yolunda
ilerleyen bir Türk şirketi olarak Türk Hava Yolları’nın (THY), SkyLibrary internet
sayfasındaki 2010-2014 yıllarına ait derginin sayılarını inceleyerek, bu sayılarda
yer alan altı THY reklamları üzerinden şirketin başvurduğu uluslararası reklam
stratejilerini belirlemektir. Bu reklamlarda hangi unsurları kullanarak bu
stratejileri benimsediğini ortaya koymak amacıyla, Hofstede ve meslektaşlarının
(2010) sunduğu Soğan Kabuğu Modeli’ndeki unsurlar temel alınarak bu reklamların
göstergebilim açısından bir çözümlemesi sunulmaktadır. Küreselleşen bir Türk
markasının uluslararası reklamcılık stratejilerini belirlemeye çalışan ilk
çalışma olması nedeniyle önem taşıyan bu çalışma, THY’nin standartlaştırma ve küyerel
stratejiye başvurduğu ve küyerel reklam stratejilerinde ise daha çok görsel ve
dilsel göstergelerde değişime gittiği sonucuna ulaşmıştır.

Anahtar Kelimeler

Küreselleşme, Uluslararası Reklam Stratejileri, Standartlaştırma, Küyerelleştirme, Göstergebilim

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