MODA MARKALARININ PAZARLAMA İLETİŞİMİNDE ŞİDDET: SHOCKVERTISING

Zeynep Bayazıt; Uğur Cevdet Panayırcı

VIOLENCE IN MARKETING COMMUNICATION EFFORTS OF FASHION BRANDS: SHOCKVERTISING

Yıl 2015, Sayı: 11 - İstanbul Sosyal Bilimler Dergisi, 1 - 20, 03.02.2016

Öz

Contemporary social and technological changes inevitably affect consumer behaviour. Today’s customer is savvy, have no time and hard to persuade. This new relationship between customers and brands has a deeper impact on competitive industries such as fashion. Fashion brands are eager to adopt shocking themes for their marketing communication efforts in order to emotionally affect and challenge consumers. Aim of this study is to study with a critical perspective the advertisement efforts of fashion companies that adopted shockvertising concept.

Anahtar Kelimeler

Marketing Communication, Advertising, Fashion Communication, Violence, Shockvertising

Kaynakça

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