MEDIA MARK AND ADVERTISING LANGUAGE

In this land with Western paradigm

market seekers do not always win.

The basis of our inexhaustible fights is the concept of our perception world. How and through which processes one develops the self-knowledge framework is the main problem of all spiritual and systematic sciences. After Aldous Huxley split two different cultures in terms of their original experiences, our analysis on culture has changed. What Ziya Gokalp calls hars is the sum of things that distinguish one society from another. When we define science as a set of propositions about intersubjective achievable experiences; science defines itself as generalized definitions and a formalized language that encompasses everyone. On the other hand, the ad must verbalize the non-reproducible and form its message in each case (even in person). The language of advertising is often the language of everyday life. The language decided by the advertiser on how, when and which channels to use; rather than being a personal language of life, it is framed by an experiential and historical environment. Our main problem is whether the ad made in another culture will be transferred to the local culture. No is the most unpredictable method. Because the multiplicity of transferring samples makes our work difficult. In advertising we cannot figure out why the concept of discount is so magical; all of what we say about the internal process of the individual is doomed to be unfounded. Advertising is a world in which the consumer is born into and finally died within. The two points they derive from this world; triumphs, disappointments, pain, pleasures, the denominator of mind and passion.

Europe's largest consumer electronics brand Media Markt; has 580 stores in all Europe hinterland. Low-cost, aggressive sales and aggressive advertisements with a distinctive brand from its competitors; In 2007 he opened his first store in Turkey. It is now a general sales strategy; The first opening in selling at very low prices to the detriment of the product or a certain number, entering a huge success and a backlash that Turkey continues to market the brand this attitude in every ad campaign. The brand that established the basic brand positioning on ini Ich bin nicht blod ile (I'm not stupid) has made marketing communication in Germany for many years with this slogan. This slogan was used in Germany to draw attention to other social problems in the period. The most striking one is the campaign against rising German nationalism. It is possible to translate the slogans they use; 'Keine Stimme für Nazis and the Rechter Rechtsextremisten, Ich bin doch nicht blöd. (To listen to Nazism and other extreme right-wingers? I am not stupid, of course.)'

The cultures of the worlds of perception are the most fundamental fact that separates societies like sharp knives. Tır I'm not stupid asyon is to approach rationality for a German. If the mind commands it, it is my greatest goal to sway it toward a person, German who thinks. But if you are not a fool for a Turk, you should do so; to attack him directly; no Turkish does not accept it as easy. Even if he buys it, he pretends that he has never seen or heard the slogan. So we wait in front of the store until the morning with our hot and crazy blood, break the doors, but the person who gets the product, "I had taken before the expensive or I accidentally stuck to the camera to look at a friend." We say. Therefore, global brands must be careful about these small details when they are located in this land.

While the German blasphemy culture is about the description, our culture of curse is directed towards action and quality. When we swear, blood will result. However, when you swear at a German (you cannot think), it is because you say that as a Turk, you will not stop swearing, because you think you cannot be funny or reflect the innocent in you. One can say that the most bang hole in Germany; (this is a very heavy blasphemous to them) I don't know how satisfied you are as a Turk. But with us? You swear that because of the parking lot, you shoot the man. Then, as you've spent 25 years in jail, like kings who have saved your honor, there is no air between your friends. If you tell this to a German (which he can not understand) and you think you're telling the joke laughs.

The language of the ad is fragmented.

Localization is not similar. Localization is to get closer. The biggest fear of global brands is to lose their differences in the national market. The desire to transfer the smell of the land they came from here seems innocent; In this way, their attitude and attitude is causing reactions they do not expect in local culture. Rationality is the last to be sought in locality. It is not the driving force of mind marketing. Local and international brands do not have a chance to grow. The originality to be preserved is often the largest shackle on the feet of brands. In the case of global brands, Turkey is waiting for a lot of other surprises. In Turkey, which is a transition culture, only the conjuncture determines what to do when. Today, a sympathetic Israeli or German brand can attract all the lightning with political changes tomorrow. Here: we don't advertise according to each country, we just have a global concept.

The main purpose of marketing communication is to develop an emotional relationship with the consumer. In this case, the ”negative effect of advertising erken, minimizes moves. Basic proposition; I should do such an advertising positioning, both the competitors and the loyalty of the target audience should create brand loyalty, he says. This equation is harder than Fermat's famous mathematics theorem. This unresolvedness will continue until it becomes a classless society. That's why the revolution in advertising is not revolutionary from the advertiser. That is why the algı big sözler rhetoric in advertising texts is not just content-oriented content.

The only language that cannot be transferred is the language of the ad.

Some of the slogans used by Media Markt are; M You will find the most attractive instruments such as Natasha under the same roof a, Hel How can the Unhealthy Germans get so many tools? ”, Iyor If you have the cheap as you and Hans and Helga? I'm not stupid Ben. M Am I a cow to milk while buying a camera? Miy, m Am I too big to jump at expensive price on TV? Az, kadar Am I bird-brained on mobile phone? Fiyat, in Am I a sheep in the washing machine? Media Markt, which carries out advertising campaigns with slogans, was faced with criticism by Yavuz Bingöl in an era of 'advertising the Turkish people instead of kosh'.

In his last campaign, Erman Toroğlu, the sports commentator who became famous with his aggressive attitudes; Göster I'm not going to show it, they say forced show: Red card at high prices. Do you have the opportunity to live enthusiastically at home? Media Markt, I'm not stupid. ”, Came up with a commercial.

It is more stable to get away from these reactions during the period olan Is it electronic without looking at these prices? The brand that uses slogans like an It is expected to establish a sustainable relationship with its target audience. When a brand's ad text is read; it is immediately felt that it is calm, calm, proud or hasty. The logic in the sequence of words, the transitivity between concepts, the imaginative jumps between the visual language and the verbal language, and the relationship between the indicators, immediately reveal this. The desired mood in Media Markt ads is literally aggression. The encircling, seizing mood enveloped her trademark body. In today's world of marketing, where the prices come close to each other and brands are similar to each other in quality; Media Markt, which gives the price guarantee by choosing most of the brands that are not in other places, also means guerrilla marketing. Yet he does not know that we are not guerrillas, we will be efe, the ramshackle happens, the father becomes, the young, but not guerrilla. No, it's not because we're dying.

Kemal ÇİFÇİ

Advertising and Brand Consultant

June 2010 Öveçler

Adress

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No: 80/8 Kızılay 06450
Çankaya / Ankara / Türkiye
+90 0312 473 00 39
+90 532 512 68 09
bilgi@kemalcifci.com
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