Dizi Karekterlerinin Reklamlarda Kullanılmasının Semiyolojik Çözümlemesi: Mimesis ve Freudyen Yaklaşım Etkileşimi

Abstract

Advertising is a communication method that is used by introducing time and place and paying its fee, which is used in different ways to introduce a product or brand to the target audience and to communicate various marketing activities. The brands and products that try to convey their messages to their target audiences in many different ways in print, visual, audio and digital media channels are required to use many applications in order to create the effect they want between thousands of messages. The use of people who are famous in publicity and who can lead the society is a known and frequently applied method. Thus, the brand or product to the consumer to love and "your favorite person uses this product, you use it" message is given. These people are the real and known people we often come across in social life. In advertising films, the use of popular series or movie characters is a more common method in the last decade. There are psychological and sociological effects on the substructure of the use of film characters as if they were real persons. In this study, in the framework of the concept of mimesis considered by the psychoanalyst Sigmund Freud's concepts of id, ego and superego, it is tried to examine the possible effects of the use of series characters in advertising films on target audiences. In this context, the ads played by characters of three different TV serial were analyzed using the method of ''Film Analysis with the Steps of Seiler ''. As a result, it is tried to use the TV serial characters that the commercials show as real, and the perception of the products and brands that they want to create on the target groups from a Freudian perspective.