ADVERTISING AND CAR

- What else do we buy when we buy a car?

Automobile is self-escape.

The deadliest rule of marketing communication: You don't know how to sell if you don't know what you're selling. Here, the space between "What" and "How" or the closeness can bring you closer to the market or sale. To recognize and internalize the product / service is the basic problem of everyone involved; other issues and questions arise when the subject is automobile. Although the variety of marketing offered by us as a result of the product / service leads us to positioning us in terms of marketing communication, the limitations here are never endless options when it comes to a single product or brand. To mention the sustainability of the advertising campaigns carried out when both the cultural system and the social image of the car do not coincide with the market codes, at least, it is not possible in the date section. This is becoming more meaningful nowadays when the connection with the need concept is weakened / cut. In the past, the need was shaping the product. Nowadays, it designs / shapes / manages product needs. Today, the image is sold more than the product. This phenomenon is a big breaking point in the daily history of humanity. This silent and deep wave is spreading silently to all areas of life, such as a warm water, unlike the large fractures. This mental siege, the need for the consumer has become a symbol marketing.

What else do we buy when we buy a car? Although the list of answers to the question has changed periodically; this list is constantly growing. The social perception of the power and status purchased by the automobile changes periodically. This phenomenon necessitates the constant change of ad codes in terms of marketing communication. The advertising language used in automobile ads (this is a language in its daily language) and other total concepts are constantly eroded by the language of other advertisements. Car brands that do not notice this impact and "danger" are trying to overcome sales problems with more advertising and display frequency due to other reasons.

First Car Poster (1888)

The 2750 Mark is offered for sale by Rheinische Gas-Motoren Fabrik Benz & Co. The car is always ready to work and is absolutely safe; gas, gasoline and naphtha.

The car has not only represented the individual revolution of the industrial society since 1886; it was the instrument of movement and seizure space. In this context, the movement not only draws the limits of freedom, but also represents returns in the drawn area. Automobile object is one of the rare objects representing the state and power in its history. Just as the sword symbolized power until that day, he played a leading role in state-authority-power relations in the car. Mercedes's 1936 ads in the Third Reich Empire (Hitler Period) and the power to add it to the position as if taking it from him; It is important both in terms of object history and brand history. Henry Ford is the first to notice the severity of his desire to reach this power while the leader imprints or gives him all the image of his giving power to the masses. While the band production brought by Fordism was relieving this longing, it also made the workers and the masses a partner in this power. With the 15 million T model it produced until 1927, it took everyone who possessed it to the power of the car. Ford has won a record that will break after 45 years. While the love of the car ravaged the masses, the desire to have it in one day never stopped. The two-hour escaping fall from the city at the weekend created unbreakable ties between the car and the owner.

Cars are the shortest way to human freedom. Personal experience is the limit in terms of driving cars. The pleasure given to the person to take over the car is lost in the short line between absence and absence, but the drunkenness is enough for the person. One-day horse harness was punctuated by being punctuated by the road and became the limit of freedom. It would be wrong to evaluate the point where the car arrived today on the basis of man-machine relationship. It is a means of transport, not a freight vehicle. It is the technical-mechanical reflection of the human body, beyond all cultural codes. There is a relationship between what the strong and fast in nature deserves and those who own the car. This dialectic relationship also identifies with its social perceptions. The strong engine, great bodywork and exaggeration in American cars and the shy, harmonious mood in Japanese cars are the reflection of culture in production and design. The automobile is also the organizer of social stratification. From the custom-built car, to all the cars produced for the middle classes, it is determined who will have what, when and how. This order is so precise; The car then throws over the top of sight. You do not have the chance to try an un-internalized right in a car. Whenever it takes us, it will take us to the place where we will arrive, but then back to where it belongs. This is one of the main causes of traffic accidents in the world.

The advertising poster for Mercedes's Kompressor model, stylized by Walter Miller for power, (1945)

Car speed minds

it is like touching each other.

Having a car has economic as well as social rules, social conditions and cultural patterns. When we have a car, we have other things. In the practice of owning, besides the social demand, aesthetic imagery and popular culture codes, the design perception of the period is also important. The owner is in communication with both the object and other stakeholders when it comes to the road and traffic. The dominant thing here is the speed, the ability of both itself and the machine. In this context, the automobile is not a machine. It's an arm of your body, an aspect that lasts. The sound from the engine joins the crankshaft together with the heart beats. One of the main reasons why the car is so important in our minds and garages is; Regardless of the deepening divergence between the sexes and classes that possess it, it is necessary to look at the characteristics and attributes that characterize it. To be asked; What makes it possible for the automobile to position its position and imagination in a post-modernizing society that gives it this specificity as an object of material culture? It is the question.

The speed of the car is our time

When it intersects, we enjoy it.

The secret or explicit message in car ads is the relationship between speed and freedom. The automobile is not dependent on anything. It is personal, independent and specific compared to other means of transport. The car is capitalist, the train is socialist. Even if you are in the different compartment on the train, everyone is equal and everyone reaches the same place at the same time and speed. You don't have a chance to show yourself. However, the opposite in the car. You and your car decide where and when, and at what speed. Over the past century the attack on the car has been equated with attacking freedom. While modernization is developing on the axis of man-machine, automobile is at the center of this development. The urban architecture is shaped by it in the course of the century. Natural obstacles leading to the intercepting main roads are overcome by bridges. This form of attachment embodies dreams and adorns his dreams in heaps that are articulated and articulated to him. This dream is the goal and focus of their lives. With the increasing mass modernization after the 1950s, the automobile gained great importance in the urban space. For the automobile, which had been going on the city streets, new architectural forms had to produce special solutions for its protection and parking. Garages for detached houses, multi-storey car parks have to be built for the city center. While the regions where the train stations are economically out, the edges of the motorways are revitalized. There have also been sectors in itself to serve the car. Auto service, car wash, auto buy-sell, auto repair, auto spare parts, auto hairdresser, auto electronics, automobile sports courses are the first to come to mind. All these areas of activity emphasize the democratic aspect as a means of transport. Rapid development in automation is the most important factor affecting the automobile industry. Falling prices the extreme eagerness of the middle classes has made it visible everywhere. The distinction between the car and the city and the countryside has been eliminated. The objects of industrial mass culture carried with it occupied the land that had been protected until that time.

Fiat's 'Balilla' advertising poster for the 508 model, (1935) This model was produced until 1962.

The power of the advertising language in the transformation of a culture into a culture object, as in the early days, still remains in effect. The logic by the renowned semiologian Roland Barthes in analogy to gothic cathedrals is that the car is consumed in his mind, even if it is not used by the public. Our perception of speed with our daily motion perception is now determined by the car. That is why Barthes said "the greatest creation of the era" in response to the influence of the verbal and visual language used in the introduction of the Citroen DS 19 model in 1955. The car is the last point of the 20th century's exaltation of the metal rather than a horse tied to the front of the door. Automobile equality between equals has been different and unique among social classes. In the modern post-modern debates, although the car lost its importance a little; During the twentieth century, it is necessary to examine the masses' cognitive and symbolic needs. It is necessary to see that the motor / machine modern within the car becomes a specific time experience narrative. The motor, the image of speed and movement, not only accelerated the day-to-day, but also strengthened the relationship between speed and consumption. The "good" is now the "fast". "Slow" means the danger and evil in it. Imitation of the car also affected the human steps. Such that the speed of walking at the beginning of the last century and the speed of today's walking is not the same. In 1909, in the futurist manifesto, the wonders of the world are explained by the beauty of speed. The fact that speed becomes an object of worship means that all possible advances of progress are surrounded. As a result of the speed of the car, the car has become a machine far beyond the possibilities of the human body. The humanity, which sanctifies the freedom of movement provided by man to the bicycle, has reached the end point of automobile and civilization. In 1906, sağla Allgemeinen Automobil Zeitung ileri (General Automobile Newspaper) states: esi The automobile will dominate man over time and space and ensure the speed of forward movement. Bunu Thus the automobile can be seen as the object of the speed of the modern forward movement, which creates sovereignty over space and time. The list, which came into our lives together with the car, revealed a variety of perceptions. In the first period automobile ads, the basic discourse is shaped as follows; automobile, such as horse fatigue, load animals to be independent, narrow space mobility, to go anywhere with the car, speed control, manageability, restraint, readiness at any time, in addition to the common transportation of private property in the verbal and visual language has always been kept in the foreground.

For the anniversary of the assembly of Opel's 'Tonneau' model, which is heralded by the goddess of victory

designed advertising poster, (1906)

The basic imagery used in the history of car ads is "take me wherever you want"; at the same time, it is a framework that opens into freedom alone. Automobile is the shortest way to realize itself. That is why at the end of a long and dangerous road that passes quickly, a beautiful wife and two boys and two girls wait for a beautiful house. The man in the car is in his forties. All the possibilities of these scenes to take on all the curse of modern and contemporary life means that no car brand can not afford it. Neither a man waiting at home with his children nor a man in his twenties can see invisible / invisible ads. The person lives in a fragmented individuality with the help of cars. Adjustable time rhythms are due to it. These realizations necessitated important and necessary changes in the design of the modern life universe. Especially after 1925, the cities had to be designed according to the car. The emergent Fordist City has separated the areas of work, residence, shopping, travel and recreation, sports, leisure and entertainment. In this city created, the car is an indispensable movement object that unites all these living spaces and puts individual freedom in harmony with the city and social status. In this context, sociologist and historian Werner Sombart defines the most important distinguishing feature of contemporary experience as follows; 'full motion, feverish haste, irritable anxiety'. The automobile represents an important stage in modernization, with the representation of the second stage of industrialization. Steam machines, which are the first step of industrialization, not only accelerated industrialization with steam trains, which are used in the field of textiles and the transportation of goods to the markets, but also shaped cities and urban life. In this context, the importance of the train is more important in terms of the history of civilization considering that 90% of the people cannot go away from one-day trips. After the mid-1850s, the rail opened the curtain of modern motion, even for the lower layers. Initially, the reasons for the trip increased even if it was not for pleasure. In the first days, visits to relatives, wedding and funerals were started to take place in individual tastes. This mobility has become a modern cultural experience. This movement in everyday life has produced a hustle and bustle. Tentative appointments have revealed a state of irritability in people with traffic obstruction. Staying in traffic has become the greatest tragic situation of modern man. Modern man has internalized to see overreaction to every event that develops outside of itself as part of its daily life. Here the automobile is the object that needs to exceed / exceed them. This meaning is attributed to the fact that it is seen as a symbol of progress. As an indicator, the automobile has been objected, in part, by the incorporation of hardware and, in part, with the contemporary progression produced by its advertising and photography. The driver is also an actor and a customer. It is also mentioned that having a social status, having a car is an image of power and freedom.

An advertisement poster for Buick by Sterne Stevens, (1924)

When we question what the ads do in the car, we can also explain the newness of advertising. The consumption of the consumption in terms of sociology of culture adds value to the consumer. Even the most ordinary milk brand creates a categorical ranking in nursery. That is why advertising is important but not innocent. It adds value to the car owner when it comes to displaying valuable goods. In the early 1900s, the rear-mounted engine moved forward. The basis of this change is the emulation of the palace phaetons. Like the palace cars pulled by the horses, it provides the power and exclusivity to the car depending on the "horsepower". The cyclic core of fashion has also worked here. In the beginning, the mass production cars, which were prestigious, (they had less problems) left this power to the workers of handcrafts. The rule, which is invaluable, distant, expensive, and always less valuable is also valid here. Throughout the historical development of the car, it has always been able to maintain class distinction. Before and after the Second World War (the beginning of the 1950s mass motorization), there was always a limit to whom and when to drive a car. Regardless of the technique of the period, there has always been a separate segment always for the upper classes. Ads are coded accordingly. The masses of cars standing behind a beautiful lady have always called for her charm. The horse, the avrat, the archaic self-coded gun, the woman and the car continued on their way. The glossy and elegant lines of a designed bodywork, the chrome in the radiator cage, the chrome bars, and the luxury forms up to white tires are interdisciplinary separations. An example is the Rolls-Royce, which has been using the classic column motifs of the temple façades in 1906, mimicking the Palladion (car brand). The automotive branding, which is the result of the intense competition of brands, meets all the demands from the bottom to the highest classes, and has created a hierarchy of demands / achievability within itself. "A man who pulls a Mercedes" places a status mark on his public sphere and his social environment. It is possible to see the power of the car in the door in the relationship of authority-power. The large, black, bullet-proof car also represents the authority and unreachability of the state. It is the main large and black car in the middle, with a wall of protection and presidents headed by escorts. The unbearable power of being different is a situation that provokes car owners despite mass production and one type. It is always a reflection of this feeling that truckers and young people decorate their vehicles with stickers to put the car license plate on the cushion and put it on the rear window. This symbolic embrace has reached the point of showing political attitude and the development of an automobile's upper language.

Freedom and speed, which are the basic semantics of automobile ads, have been the main determinants of freedom of person. In this way, the person who chooses his own preference ties the person to his car more. The speed here is the evacuation of potential aggression in mass traffic. Although it is necessary to search for everyday relationships outside of the human-machine relationship, this causality relationship should not be ignored. Through the automobile, it is necessary to look at the layered forms of symbolic power representation in the activity of traffic space. Air horns, volatile gas loading, effectively speeding up, harassing large vehicles into small vehicles have always been the way of power demand. Here the automobile is an engine of a 'freedom of choice'. In this sense, the contemporary man crosses the serenity of the minister and runs his own path.

How? The best answer to the question of an automobile advertisement is: We re-think that the ads that establish / establish the relationship between the human and human organs and the car will get more effective results in the present and the future, and we evaluate our results. As a result, despite all this, we know that when we buy a car we do not know exactly what we bought.

Cars and Power

From the blind poet Homer to Leonardo da Vinci, from the Bacon to the enlightened philosophers; With the development of technique and mathematics in the 19th century, however, this idea could be reached. The car, which chose to get rid of the costs of horses and groceries as their own marketing strategy, was not as "practical" and "cheap" as it is said in commercials. The automobile is the object of authority for power until space strolls. Making automobiles represents the ultimate in science and technology, separating a nation from other nations. It is possible to illustrate this relationship with the Kdf-Wagen and the Revolutionary Car. The first one was founded in Hitler Germany (Kraft durch Freude with power and joy) as an organization of DAF (Deutschen Arbeitsfront). The aim is to organize holidays and hiking

Kdf-Wagen (Kraft durch Freunde) (August 31, 1938) The exhibition of Volkswagen's ancestor at the public festival. 999 brand sales for the public were designed as the motorism of national socialists.

In a similar attempt, and it must rely on the same basic intention was in Turkey. On June 16, 1961, by order of President Cemal Gürsel, the first Turkish car was ordered to be produced. The automobile called "Devrim" was produced in Eskişehir and was brought to the Republic ceremonies of October 29th in a short period of 4.5 months. Due to a negligence caused by misinformation, the gasoline of the car is finished on the road to Anıtkabir; Cemal Gursel's "Garp head car, We forgot to put gasoline with the head of the car." has been the subject of his discourse. The young republic wanted to announce its existence to the whole world with its "Revolution" and its motor / car which is the last point of science and technology. It is the end of both a nation's hopes and the forgetting of putting gas in the revolution.

Advertising poster designed for the car of revolution (1961) Turkish auto mark.

Revolutionary car, (1961)

Cars decorate the dreams of the masses throughout the 20th century; it has been the most effective means in their power to establish a direct and strong link with them. The only target core throughout the century is to cut the middle class family's foot off the ground. That is why the train is socialist, does not like anyone's train. That is why the family of four should go to the countryside. This was the quickest way to sustain power. It is for him that Süleyman Demirel won the 1987 elections with the promise of a house and a car. This goal has been partially achieved with the return of the factories to daily production after the Second World War. With the help of sales campaigns and advertisements, mass motorization is a major social and cultural change. In Western Europe, there were 27 in 1962, 44 in 1969 and 55 in 1973.

Revolution Photos: http: //www.devrimotomobil.com

Kemal ÇİFÇİ

Sociologist / Ad Consultant

July 2009 - Ankara

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