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Desire Marketing: A Lacan Reading Regarding Fantasy Scenes of BMW Brand in Çukur Series

Year 2021, Volume: 13 Issue: 25, 551 - 573, 31.12.2021
https://doi.org/10.38155/ksbd.971976

Abstract

Based on Jacques Lacan's theory of desire, this study aims to analyse how the staging of the symbolic brand signifier as "phallus signifier" in the fantasy reality of cinema/TV series is established as the object cause of desire (object petit a) through the process of imaginary identification with consumer desire/self. For this purpose, the analysis of the BMW fantasy scene in the Çukur series, which has high ratings in the Turkish TV series market, and the Efe character in this scene, based on Lacan and Zizek readings are made. Through this analysis, it is observed that the BMW brand tries to create brand associations through the context of reality in the Çukur series and to establish the consumer desire/desire object through the Efe character added to the series scenario. Because it is determined that the BMW brand is tried to be positioned as an object of desire (object petit a), especially in the fantasy scene where the character of Efe takes place. Thus, it is argued in the study that the BMW brand uses the fantasy scenes in the Çukur series in desire marketing and aims to increase its brand value through the selves identified with the reality/characters in these scenes. The main contribution of the study can be shown as the effort to explain and analyse the brand signifier value, which has caused intense debates in the marketing/branding literature, in an integrated framework with Lacan's theory of desire.

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Arzu Pazarlaması: BMW Markasının Çukur Dizisindeki Fantezi Sahnelerine Yönelik Bir Lacan Okuması

Year 2021, Volume: 13 Issue: 25, 551 - 573, 31.12.2021
https://doi.org/10.38155/ksbd.971976

Abstract

Bu çalışma, Jacques Lacan’ın arzu teorisinden hareketle, simgesel marka göstereninin sinema/dizi fantezi gerçekliğinde “fallus gösteren” olarak sahnelenmesinin, tüketici arzu/benliğiyle imgesel özdeşleşme (identification) süreci üzerinden, arzu nesne (object petit a) nedeni olarak nasıl kurulduğunu çözümlemeyi amaçlamaktadır. Bu amaca yönelik olarak çalışmada, Türkiye dizi piyasasında yoğun izlenme oranlarına sahip Çukur dizisindeki BMW fantezi sahnesinin ve bu sahnede yer alan Efe karakterinin Lacan ve Zizek okumalarına bağlı çözümlemesi yapılmaktadır. Bu çözümleme vasıtasıyla BMW markasının Çukur dizisindeki gerçeklik bağlamı üzerinden marka çağrışımları oluşturmaya ve dizi senaryosuna eklemlenen Efe karakteri üzerinden tüketici arzu/arzu nesnesini kurmaya çalıştığı gözlemlenmektedir. Zira özellikle Efe karakterinin yer aldığı fantezi sahnesinde BMW markasının, arzu nesnesi olarak (object petit a) konumlandırılmaya çalışıldığı belirlenmektedir. Böylece çalışmada BMW markasının Çukur dizisindeki fantezi sahnelerini, arzu pazarlamasında kullandığı ve bu sahnelerdeki gerçeklikle/karakterlerle özdeşleşen benlikler yoluyla marka değerini artırmayı amaçladığı savunulmaktadır. Çalışmanın temel katkısı, pazarlama/marka yazınında yoğun tartışmalara neden olan marka gösteren değerini, Lacan’ın arzu teorisiyle bütünleşik bir çerçevede açıklama ve çözümleme çabası olarak gösterilebilir.

References

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  • Alderson, W. (1952). Psychology for Marketing and Economics. Journal of Marketing 17(2), 119-135.
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  • Arvidsson, A. (2005). Brands: A Critical Perspective. Journal of Consumer Culture, 5(2), 235-258.
  • Bagozzi, R. P. (1995). Reflections on Relationship Marketing in Consumer Markets. Journal of the Academy of Marketing Science, 23(4), 272-277.
  • Bakır, B. (2008). Sinema ve Psikanaliz, Hayalet Kitap.
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  • Belk, R. W., Ger, G., & Askegaard, S. (2003). The Fire of Desire: A Multisited Inquiry into Consumer Passion. Journal of consumer research, 30(3), 326-351.
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  • Dichter, E. (1949). A Psychological View of Advertising Effectiveness. Journal of Marketing, 14(1), 61-66.
  • Dichter, E. (1960). The Strategy of Desire. Transaction Publishers.
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  • Dominici, G., Tullio, V., Siino, G. ve Tani, M. (2016). Marketing Archetypes: Applying Jungian Psychology to Marketing Research. Journal of Organisational Transformation & Social Change, 13(2), 109-122.
  • Elliott, R. (1997). Existential Consumption and Irrational Desire. European Journal of Marketing. 31(3/4). 285-296.
  • Erkılıç, H. (2015). Sinema Politikaları: Söylem, Psikanaliz, İdeoloji. Sinecine: Sinema Araştırmaları Dergisi, 6(2), 77-90.
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  • Forest, F. (2016). Psychoanalysis of Advertising. International Journal of Applied Psychoanalytic Studies, 13(4), 338-350.
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  • Güven, F. (2019). Medya Kahramanı ile Kurulan Parasosyal Etkileşim Bağlamında Kültür Ve Sürdürülebilirliği. Motif Akademi Halkbilimi Dergisi, 12(28), 956-969.
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  • Harding, B. (2007). Dialectics of Desire and The Psychopathology of Alterity: From Levinas to Kierkegaard Via Lacan 1. The Heythrop Journal, 48(3), 406-422.
  • Holbrook, M. B. (1987). What is Consumer Research? Journal of Consumer Research, 14(1), 128-132.
  • Holt, D. B. (2006). Toward a Sociology of Branding. Journal of Consumer Culture, 6 (3), 299-302.
  • Horzum, G. (2019). Çukur: Yamaç’ın Dönüşü. İstanbul: Doğan Kitap.
  • İpek, İ .(2020). Kurtlar Vadisi ve Çukur Dizisinin Şiddet ve Suç Eylemleri Üzerindeki Etkisi. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 7(1), 122-137.
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  • Keskin, Y. (2008). İçine Ulaşılan, Ötede Bırakılan Şato: Tanıma Arzusu Bağlamında Hegel ve Lacan. MonoKL Uluslararası Hegel Özel Sayısı, 340-355.
  • Kotler, P. (1965). Behavioral Models For Analyzing Buyers. Journal of Marketing, 29(4), 37-45.
  • Krishnan, H. S. ve Trappey, C. V. (1999). Nonconscious Memory Processes in Marketing: A Historical Perspective and Future Directions. Psychology & Marketing, 16(6), 451-457.
  • Kurultay, A. B. (2017). Arketipler: Markaların Yeni Anlam Yaratıcıları. Global Media Journal TR Edition, 7(14), 352-370.
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There are 101 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mehmet Ali Geniş 0000-0002-1503-6765

Publication Date December 31, 2021
Submission Date July 15, 2021
Published in Issue Year 2021 Volume: 13 Issue: 25

Cite

APA Geniş, M. A. (2021). Arzu Pazarlaması: BMW Markasının Çukur Dizisindeki Fantezi Sahnelerine Yönelik Bir Lacan Okuması. Karadeniz Sosyal Bilimler Dergisi, 13(25), 551-573. https://doi.org/10.38155/ksbd.971976