Araştırma Makalesi
Metaverse İçerikli Reklamların (Hyundai ve Nike Markalarının Reklam Filmleri) Göstergebilimsel Analiz Yöntemi İle İncelenmesi
Öz
Marka mücadelelerinin yaşandığı günümüz dünyasında her işletmenin tüketicilerin istek ve ihtiyaçlarına yönelik ürün/hizmet üretmesi gerekmektedir. Günümüz dünyasında her işletmenin inovatif ürün oluşturması, rakiplerinden farklı olması, zayıf olan yönlerini güçlendirerek fırsatları yakalayacak stratejiler geliştirmesi en öncelikli konularından olmalıdır. Çünkü Covid-19 pandemi süreci ile birlikte tüketicilerin marka algıları değişmiş, daha fazla dijital teknolojiyi kullandıkları için her türlü taleplerini bu platformlar üzerinden yapmaya başlamışlardır.
Bu kapsamda, araştırmada, kurgusal evren olarak da tanımlanan ve gelecekte internetin yerini dolduracağı düşünülen metaverse’ün işletmelerin pazar paylarını artırmasına ve büyüme hızlarını etkilemesine ne yönde katkı sağlayacağını öğrenmek amaçlanmaktadır. Bu amaç doğrultusunda çalışmada metaverse kavramı irdelenmiş ve metaverse ile ilgili örneklere bakılarak Nike ve Hyundai markalarının youtube üzerinden çok fazla izlenen metaverse içerikli reklam filmleri bütün yönleriyle incelenmiş ve bu reklam filmleri göstergebilimsel yöntem ile analiz edilmiştir.
Anahtar Kelimeler
Kaynakça
- Akbayır, M. & Dumlu, A. (2017). Bir Göstergebilimsel analiz örneği: The watchtower of Turkey, International Gongress of Eurasian Social Sciences, 8(8/28), 790-806.
- Akour, A. I., Al-Maroof, R. S., Alfaisal, R. & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN Approach, Computers and Education: Artifical Intellegence, (3), 1-14.
- Arlina, T., & Nuraeni, R. (2022). John Fiske’s semiotic analysis: Representation of social criticism in pretty boys, Budapest International Research and Critics Institute-Journal, 5(2), 15430-15440.
- Bouzida, F. (2014). The semiology analysis in media studies –Roland Barthes Approach-, International Conference on Social Sciences and Humanities, 8-10 September, İstanbul.
- Cai, Y., Llorca, J., Tulino, A. M., & Molisch, A. F. (2022). Compute and data-intensive networks: The key to the metaverse, arXiv: 2204.02001v2.
- Dianiya, V. (2020). Representation of social class in film (semiotic analysis of Roland Barthes film parasite), Profetic Jurnal Komunikasi, 13(2), 212-224.
- Dick, E. (2021). Public policy for the metaverse: Key takeaways from the 2021 ar/vr policy conferance, Information Technology & Innovation Foundation, 15 November.
- Gadalla, E., Keeling, K. & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3d internet, Journal of Marketing Management, (29), 1493-1517.
- Ilyina, A. I., Eltikova, E. A., Uvarova, K. A. & Chelysheva, S. D. (2022). Metaverse-death to offline communication or empowerment of interaction?, Communication Strategies in Digital Society Seminar. Saint Petesburg, Russian Federation.
- Henning-Thrau, T., Aliman, D. N., Herting, A. M., Cziehso, G. P., Kübler, R. V. & Linder, M. (2022). The value of real-time multisensory social interactions in the virtual-reality metaverse: framework, empirical probes and research roadmap, Experimental Reality Lab Marketing Center Münster, Working Paper Science, University of Münster School of Business & Economics, Germany.
- HoloNext (2022). Metaverse strategies of brands around the world, metaverse strategies for brands: How companies can use metaverse for their advantage, https://holonext.com/metaverse-strategies-for-brands/. adresinden alınmıştır. (Erişim Tarihi: 28.07.2022).
- Kessous, A. & Roux, E. (2008). A semiotic analysis of nostalgia as a connection to the past, Qualitative Research: An International Journal, 11(2), 192-212.
- Lee, L.H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin Z., Kumar A., Bermejo, C. & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, Virtual Ecosystem and Research Agenda, arXiv: 2110.05352.
- Lin, J. (2022). On the innovative design of digital media under the backround of metaverse, advences in social science, Education and Humanities Research, CACC 2022, (663), 158-163.
- Lounay, Y., & Mas N. (2008). Metaverse: A new dimension?, Journal of Virtual Worlds Research, 1(2), 1-3.
- Moro-Visconti, R. (2022). From physical reality to the internet and the metaverse: A multilayer network valuation, SSRN, (1), 24.
- Nath, K. (2022). Evolution of the internet from web 1.0 to metaverse: The good, the bad and the ugly, TechRxiv Powered by IEEE, scholar.archive.org., 1-12.
- Park, S.M. & Kim, Y.G. (2022). A metaverse: Taxonomy, components, applications and open challenges, IEEE Xplore, (10), 4209-4251.
- Rehm, S.V., Goel, L. & Crespi, M. (2015). The metaverse as mediator between technology, trends and the digital transformation of society and business, Journal of Virtual Worlds Research, 8(2), 1-6.
- Rijmenam, V. M. (2021). Consumer brands reinventing marketing in the metaverse, https://www.thedigitalspeaker.com/7-consumer-brands-reinventing-marketing-in-the-metaverse/ adresinden alınmıştır (Erişim Tarihi: 21.08.2022).
- Silvennoinen, J. M. & Saariluoma, P. (2021). Affective mimetics, emotional information space and metaverse, Journal of Design Thinking, 2(2), 293-304.
- Sriram, K. G (2022). A comprehensive survey on metaverse, International Research Journal of Modernixation in Engineering Technology and Science, 4(2), 772-775.
- Tsotra, D., Janson, M. & Cecez-Kecmanovic, D. (2004). Marketing on the internet: A semiotic analysis, Proceeding of the Tenth Americans Conference on Information System, August, New York, USA.
- Turancı, E. (2021). Kurumsal sosyal sorumluluk bağlamında modada geri dönüşüm ve sürdürülebilirlik: Göstergebilimsel bir analiz, Erciyes İletişim Dergisi, 8(1), 347-371.
- Ueland, S. (2022). 12 examples of brands in the metaverse, https://www.practicalecommerce.com/12-examples-of-brands-in-the-metaverse adresinden alınmıştır (Erişim Tarihi: 01.08.2022).
- Van Der Land S., Schouten, A. P., Van Den Hooff, B. & Feldberg, F. (2011). Modeling the metaverse: A theoretical model of effective team collabaration in 3d virtual environments, Journal of Virtual World Research, 4(3), 1-15.
- Yakin, S.M. H. & Totu, A. (2014). The semiotic perspectives of peirce and saussure: A brief comparative study, International Conference on Communication and Media, 18-20 October, Langkawi, Malaysia.
- Xu, M., Chong Ng, W., Bryan Lim, W. Y., Kang, J., Xiong, Z., Niyato, D., Yang Q., Sherman Shen, X. & Miao, C. (2022). A full dive into realizing the edge-enabled metaverse: Vsions, enabling technologies and challenges, arXiv: 2203.05471v1.
- https://www.sigortamedya.com.tr/yeni-bir-universe-metaverse/ adresinden alınmıştır (Erişim Tarihi: 18.07.2022).
- https://theconversation.com/what-is-the-metaverse-and-what-can-we-do-there-179200 adresinden alınmıştır (Erişim Tarihi: 02.08.2022).
- https://digital-business-lab.com/2022/02/metaverse-marketing-strategy-all-you-need-to-know/ adresinden alınmıştır (Erişim Tarihi: 23.08.2022).
- https://www.youtube.com/watch?v=U1yX7awE5P0 adresinden alınmıştır (Erişim Tarihi: 13.09.2022).
- https://www.youtube.com/watch?v=6iD_N7zF1BU adresinden alınmıştır (Erişim Tarihi: 18.09.2022).
Analysis of Advertisements With Metaverse Content (Advertisement Films of Hyundai and Nike Brands) With Semiotic Analysis Method
Öz
In today's world where brand struggles are experienced, every business needs to produce products / services for the wishes and needs of consumers.In today's world, it should be a top priority for every business to create innovative products, be different from their competitors, and develop strategies that will seize opportunities by strengthening their weaknesses. Because with the Covid-19 pandemic process, consumers' brand perceptions have changed, and since they use more digital technology, they have started to make all kinds of demands through these platforms.
In this context, it is aimed to learn how the metaverse, which is also defined as the fictional universe and is thought to replace the internet in the future, will contribute to increasing the market shares of businesses and affecting their growth rates. For this purpose, the concept of metaverse was examined in the study and by looking at the examples related to the metaverse, the commercials of Nike and Hyundai brands with metaverse content, which are watched a lot on youtube, were examined in all aspects and these commercials were analyzed with the semiotic method.
Anahtar Kelimeler
Kaynakça
- Akbayır, M. & Dumlu, A. (2017). Bir Göstergebilimsel analiz örneği: The watchtower of Turkey, International Gongress of Eurasian Social Sciences, 8(8/28), 790-806.
- Akour, A. I., Al-Maroof, R. S., Alfaisal, R. & Salloum, S. A. (2022). A conceptual framework for determining metaverse adoption in higher institutions of gulf area: An empirical study using hybrid SEM-ANN Approach, Computers and Education: Artifical Intellegence, (3), 1-14.
- Arlina, T., & Nuraeni, R. (2022). John Fiske’s semiotic analysis: Representation of social criticism in pretty boys, Budapest International Research and Critics Institute-Journal, 5(2), 15430-15440.
- Bouzida, F. (2014). The semiology analysis in media studies –Roland Barthes Approach-, International Conference on Social Sciences and Humanities, 8-10 September, İstanbul.
- Cai, Y., Llorca, J., Tulino, A. M., & Molisch, A. F. (2022). Compute and data-intensive networks: The key to the metaverse, arXiv: 2204.02001v2.
- Dianiya, V. (2020). Representation of social class in film (semiotic analysis of Roland Barthes film parasite), Profetic Jurnal Komunikasi, 13(2), 212-224.
- Dick, E. (2021). Public policy for the metaverse: Key takeaways from the 2021 ar/vr policy conferance, Information Technology & Innovation Foundation, 15 November.
- Gadalla, E., Keeling, K. & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3d internet, Journal of Marketing Management, (29), 1493-1517.
- Ilyina, A. I., Eltikova, E. A., Uvarova, K. A. & Chelysheva, S. D. (2022). Metaverse-death to offline communication or empowerment of interaction?, Communication Strategies in Digital Society Seminar. Saint Petesburg, Russian Federation.
- Henning-Thrau, T., Aliman, D. N., Herting, A. M., Cziehso, G. P., Kübler, R. V. & Linder, M. (2022). The value of real-time multisensory social interactions in the virtual-reality metaverse: framework, empirical probes and research roadmap, Experimental Reality Lab Marketing Center Münster, Working Paper Science, University of Münster School of Business & Economics, Germany.
- HoloNext (2022). Metaverse strategies of brands around the world, metaverse strategies for brands: How companies can use metaverse for their advantage, https://holonext.com/metaverse-strategies-for-brands/. adresinden alınmıştır. (Erişim Tarihi: 28.07.2022).
- Kessous, A. & Roux, E. (2008). A semiotic analysis of nostalgia as a connection to the past, Qualitative Research: An International Journal, 11(2), 192-212.
- Lee, L.H., Braud, T., Zhou, P., Wang, L., Xu, D., Lin Z., Kumar A., Bermejo, C. & Hui, P. (2021). All one needs to know about metaverse: A complete survey on technological singularity, Virtual Ecosystem and Research Agenda, arXiv: 2110.05352.
- Lin, J. (2022). On the innovative design of digital media under the backround of metaverse, advences in social science, Education and Humanities Research, CACC 2022, (663), 158-163.
- Lounay, Y., & Mas N. (2008). Metaverse: A new dimension?, Journal of Virtual Worlds Research, 1(2), 1-3.
- Moro-Visconti, R. (2022). From physical reality to the internet and the metaverse: A multilayer network valuation, SSRN, (1), 24.
- Nath, K. (2022). Evolution of the internet from web 1.0 to metaverse: The good, the bad and the ugly, TechRxiv Powered by IEEE, scholar.archive.org., 1-12.
- Park, S.M. & Kim, Y.G. (2022). A metaverse: Taxonomy, components, applications and open challenges, IEEE Xplore, (10), 4209-4251.
- Rehm, S.V., Goel, L. & Crespi, M. (2015). The metaverse as mediator between technology, trends and the digital transformation of society and business, Journal of Virtual Worlds Research, 8(2), 1-6.
- Rijmenam, V. M. (2021). Consumer brands reinventing marketing in the metaverse, https://www.thedigitalspeaker.com/7-consumer-brands-reinventing-marketing-in-the-metaverse/ adresinden alınmıştır (Erişim Tarihi: 21.08.2022).
- Silvennoinen, J. M. & Saariluoma, P. (2021). Affective mimetics, emotional information space and metaverse, Journal of Design Thinking, 2(2), 293-304.
- Sriram, K. G (2022). A comprehensive survey on metaverse, International Research Journal of Modernixation in Engineering Technology and Science, 4(2), 772-775.
- Tsotra, D., Janson, M. & Cecez-Kecmanovic, D. (2004). Marketing on the internet: A semiotic analysis, Proceeding of the Tenth Americans Conference on Information System, August, New York, USA.
- Turancı, E. (2021). Kurumsal sosyal sorumluluk bağlamında modada geri dönüşüm ve sürdürülebilirlik: Göstergebilimsel bir analiz, Erciyes İletişim Dergisi, 8(1), 347-371.
- Ueland, S. (2022). 12 examples of brands in the metaverse, https://www.practicalecommerce.com/12-examples-of-brands-in-the-metaverse adresinden alınmıştır (Erişim Tarihi: 01.08.2022).
- Van Der Land S., Schouten, A. P., Van Den Hooff, B. & Feldberg, F. (2011). Modeling the metaverse: A theoretical model of effective team collabaration in 3d virtual environments, Journal of Virtual World Research, 4(3), 1-15.
- Yakin, S.M. H. & Totu, A. (2014). The semiotic perspectives of peirce and saussure: A brief comparative study, International Conference on Communication and Media, 18-20 October, Langkawi, Malaysia.
- Xu, M., Chong Ng, W., Bryan Lim, W. Y., Kang, J., Xiong, Z., Niyato, D., Yang Q., Sherman Shen, X. & Miao, C. (2022). A full dive into realizing the edge-enabled metaverse: Vsions, enabling technologies and challenges, arXiv: 2203.05471v1.
- https://www.sigortamedya.com.tr/yeni-bir-universe-metaverse/ adresinden alınmıştır (Erişim Tarihi: 18.07.2022).
- https://theconversation.com/what-is-the-metaverse-and-what-can-we-do-there-179200 adresinden alınmıştır (Erişim Tarihi: 02.08.2022).
- https://digital-business-lab.com/2022/02/metaverse-marketing-strategy-all-you-need-to-know/ adresinden alınmıştır (Erişim Tarihi: 23.08.2022).
- https://www.youtube.com/watch?v=U1yX7awE5P0 adresinden alınmıştır (Erişim Tarihi: 13.09.2022).
- https://www.youtube.com/watch?v=6iD_N7zF1BU adresinden alınmıştır (Erişim Tarihi: 18.09.2022).
Toplam 33 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Halkla İlişkiler |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Aralık 2022 |
| Gönderilme Tarihi | 14 Kasım 2022 |
| Yayımlandığı Sayı | Yıl 2022 |