Marka Maskotlarında Antropomorfizm Kullanımına Yönelik Göstergebilimsel Bir Analiz: Arçelik Markası Robot Çelik Vakası

Yıl 2020, Cilt: 9 Sayı: 3, 1836 - 1854, 21.07.2020

Burcu Delikan Gül Şener

https://doi.org/10.33206/mjss.613174

Cited By: 6

Öz

Bugünün pazarlama anlayışında, markaların
sundukları fayda kadar sahip oldukları kimlik ve tüketicileriyle kurdukları
ilişki üzerinden de değer kazandığı görüşü önemli yer tutmaktadır. Bununla
birlikte, markalı ürün ve hizmetlere insani özellikler atfedilmesi pratiği
giderek artmaktadır. Marka maskotları, antropmorfizm olarak tanımlanan bu
pratiğin en yaygın örnekleridir. Bu çalışmanın amacı, marka maskotlarında
antropomorfizm kullanımını Arçelik markasının Çelik robotu vakası üzerinden
göstergebilimsel açıdan değerlendirmek ve Çelik’in sahip olduğu antropomorfik
özelliklerin Arçelik marka kimliğine yönelik inşa ettiği anlamları
irdelemektir. Çalışma kapsamında, Çelik robotunun insanlaştırma aşamalarını
(çocukluk-genç yetişkinlik-olgunluk) temsil ettiği düşünülen dört Arçelik
televizyon reklamı amaçlı örnekleme yöntemiyle belirlenmiş ve göstergebilimsel
analiz yöntemiyle incelenmiştir. Analiz sonucunda; antropomorfik marka maskotu
Çelik’in sahip olduğu insani özelliklerin (örn. akıllı, yaratıcı, dünya vatandaşı)
Arçelik’in yenilenen marka kimliğinin temel özellikleriyle (örn. teknolojik,
yenilikçi, global yerlilik) örtüştüğü bulgulanmıştır. Bu durum; marka adının,
logosunun, maskotun ve markalı ürün/hizmetin tam bir örtüşme içinde bulunduğu
ve birbirinin yerine geçer biçimde tekleştiği “eşleştirme” maskot stratejisinin
işlerlikte olduğunu göstermektedir.          

Anahtar Kelimeler

Marka maskotu, antropomorfizm, marka kimliği, göstergebilim

A SEMIOTICAL ANALYSIS OF THE USE OF ANTHROPOMORPHISM IN BRAND MASCOTS: THE CASE OF ARÇELİK’S ÇELİK THE ROBOT

Öz

In today’s marketing, the idea that brands gain value not just through their
benefit but the identity they project and their relationship with consumers is of
great importance. In parallel with this marketing approach, to infuse humanlike
qualities to products and services is gaining momentum. Brand mascots are the
most widespread examples of this practice called anthropomorphism. The
objective of this study is to examine the use of anthropomorphism in brand
mascots through Arçelik’s Çelik the Robot case, to analyze the meanings that
are conveyed by the anthropomorphic qualities of Çelik the Robot and their
association with Arçelik’s brand identity from a semiotic perspective.  Within the confines of this study, four
Arçelik television commercials that represent different life stages of Çelik
the Robot (childhood-young adulthood-maturity) were selected by purposive
sampling method and were subjected to semiotic analysis. The results reveal
that human like features that the brand mascot Çelik possessed (e.g. smart,
creative, world citizen) match with the main determinants of Arçelik’s renewed
brand identity (e.g. technological, innovativeness, global locality). This
shows that “the match mascot strategy” is in place. This strategy is characterized by
congruence, whereby the brand name, the logo, the mascot (i.e. Çelik) and the
product/service (i.e. Arçelik) are essentially one and the same.

Anahtar Kelimeler

Brand mascot, anthropomorphism, brand identity, semiotics

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