ANIMAL SYMBOLS AND ITS USE IN BRAND MASCOTS

Yıl 2014, Cilt: 11 Sayı: 27, 53 - 68, 23.10.2014

Berna Özcan

Öz

Mascots embodied human specific features are one of the important promotional elements. Establishing close contact with customers, they increase the awareness of the brand so that the brand is preferred in the process of buying decisions. Brand or product heroes that have mascots speak to our inner child and in turn our emotions. Mascots selected mostly from animals and carry symbolic qualities just like people such as charming, friendly, cheerful, sporty, giving and so on carry positive adjectives. Mascots, logos, visual imagery such as corporate colors, as part of the advertisement creation components, establish an emotional bond between the brand and target consumers by reflecting the personality of the brand in customers’ mind. In this study, why and how animal symbols are preferred for brand mascots are discussed

Anahtar Kelimeler

Mascots, Animal symbols, Brand Characters, Anthropomorphism

HAYVAN SEMBOLLER VE MARKA MASKOTLARDA KULLANIMI

Öz

Maskotlar, insana özgü özelliklerin vücut bulduğu önemli tanıtım elemanlarındandır. Tüketicilerle yakın temas kurarak markanın farkındalığının artırılmasına böylece o markanın ürünlerinin satın alma sürecinde tercih edilmesine aracı olurlar. Marka veya ürün kahramanları olan maskotlar, içimizdeki çocuğa dolayısıyla duygularımıza seslenir. Çoğunlukla hayvanlardan seçilen ve simgesel nitelik taşıyan maskotlar tıpkı insanlar gibi sevimli, cana yakın, neşeli, sportmen, yardım sever vb. olumlu sıfatlar taşırlar. Reklam yaratım bileşenlerinden maskotlar, logolar, kurum renkleri gibi görsel imgeler, tüketici zihninde marka kişiliğini yansıtarak hedef tüketici ile marka arasında duygusal bağ kurulması işlevini yerine getirirler. Bu araştırmada marka maskotlarında hayvan sembollerine neden ve nasıl yer verildiği konusu ele alınmıştır.

Anahtar Kelimeler

Maskot, Hayvan Sembolleri, Marka Karakterleri, İnsanbiçimcilik

Kaynakça

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• İnternet Kaynakları
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