Author :
Abstract
Reklam, günümüzde yaşamımızın her anında karşılaştığımız bir olgu olarak karşımızda durmaktadır. Dahası içinde bulunduğumuz postmodernite de, üst gerçeklik oluşturucu araçlardan biri ve dahası kültür endüstrisinin en büyük çarklarından biridir. Dünyada milyarlarca doların hareket halinde olduğu reklam sektöründe, tüketiciyi ikna etmek için her yöntemin mübah kabul edildiği günümüz vahşi rekabetinde reklamın satışları etkileyecek yegâne araç olduğu inancı da kök salmıştır. Elbette ki reklam bu büyük gücü, kendisine has unsurları ve unsurların kullanımından almaktadır. Reklamlarda kullanılan ses ve müzik gibi unsurların, insanın algısını inşa eden duyularıyla uyum içinde olması gereklidir. Dahası bu uyum istenilen şekliyle sağlandığında, stratejik bir öneme sahip olan markanın da desteklenmesine yardımcı olmaktadır. Özellikle reklamın hedef kitlesine ve onun sosyo-kültürel kodlarına uygun olması da bir diğer önemli noktadır.
Basit ve tek yönlü bir mesaj iletimi olmayan reklam, özellikle iletişimin diğer öğeleriyle birlikte tüketiciye seslenmektedir. Bu noktada reklamın ve reklamlarda kullanılan müzik ve sesin duyu ve duyguları harekete geçirici özelliklerini ortaya çıkartmak için bilinçaltı (bilinçöncesi, önbilinç) etkileşiminin de kullanıldığı görülmektedir. Dolayısıyla çalışmanın temel amacı da reklamlarda kullanılan müziğin etkisini ve bu etkinin bilinçaltı ve bilinçdışı düzeylerindeki yansımalarını alan yazın desteğiyle ortaya koymaya çalışmaktır. Bu nedenle çalışmanın ilk bölümünde bilinç, bilinçaltı (önbilinç, bilinçöncesi) ve bilinçdışı kavramları ve bu kavramlar arasındaki nüans tartışılmıştır. Sonraki bölümde ise reklam ve reklamlarda kullanılan müziğin kavramsal çerçevesi çizilmeye, diğer bölümde ise alan yazındaki bilgiler ışığında reklam müziğinin bilinçaltı ve bilinçdışı etkileşimi incelenmeye çalışılmıştır.
Keywords
Abstract
Advertising is a phenomenon that we encounter at every moment of our lives. In our current post-modernity era, advertising serves as a reality-building tool and, one of the crucial aspects of the culture industry. In the advertising industry, billions of dollars are spent, in the belief that advertising is the only tool that will affect sales. Due to the competition for consumers, every method is accepted to convince the consumer. Advertising derives its great persuasive power from its unique elements and use of such elements. Elements such as sound and music used in advertisements should be in harmony with the senses that build human perception. Moreover, when this harmony is achieved as desired, it helps to support the brand, which has strategic importance. Another important point is that the advertisement is suitable for the target audience and its socio-cultural codes.
The ad, which does not have a simple and one-way message transmission, addresses the consumer with other elements of communication. At this point, it is seen that the subconscious (preconsciousness, preconscious) interaction is also used to reveal the sensory and emotional activating properties of the music and sound used in the advertisements. Therefore, the main purpose of the study is to try to reveal the effect of the music used in advertisements and the reflections of this effect on the subconscious and unconscious levels with the support of the literature. Therefore, in the first part of the study, the concepts of consciousness, subconscious (precociousness, preconscious) and unconscious and the nuance between these concepts are discussed. In the next section, the conceptual framework of music used in advertisements and advertisements is drawn, while in the other section, the subconscious and unconscious interaction of ad music is examined in the light of the information in the literature.
Keywords
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