Author/Authors :
YAKIN, Volkan Celal Bayar Üniversitesi - İ İ B F - İşletme Bölümü, Turkey , AY, Canan Celal Bayar Üniversitesi - İ İ B F - İşletme Bölümü, Turkey , YAKIN, Mehmet İzmir Üniversitesi - Güzel Sanatlar Fakültesi - Görsel İletişim Tasarımı Bölümü, Turkey
Title Of Article :
Semiotic Analysis of Brand Personality Archetypes Used in the Commercials
Abstract :
This study adopting a semiotic analysis aims to identify how personality archetypes have been used in commercials to create brand personalities. With this aim, the study first conceptualizes what these personality archetypes are and then analyses ten most successful global airline companies commercials to show how each of them integrated these archetypes into their marketing strategies. The article analyses the commercial of one of these companies in detail through a semiotic analysis and then summarizes findings related to the other companies. The article finds out that all the successful aviation company commercials in question have mostly used caregiver and jester archetypes. In addition to this finding the article also provides the reader with data on the usage of all other archetypes in these examples.
NaturalLanguageKeyword :
Brand Personality , Advertisiment , Semiology
JournalTitle :
Journal Of Management and Economics
