Reklamda Parodi̇ Kullaniminin Marka İmajina Etki̇si̇

Abstract

Brand communication studies objective is formed sometimes the target audience by affecting existing beliefs and values on occasion by creating the new beliefs and values is to create a brand image. To contribute to both their image and brands competing brands negatively influence their image in order to spoof ad messages. In order to criticize a work of parody existing structure by changing the satire, hyperbole and emulated by using a common type that was used to create a new work. Uses of a brand's image and the spoof ad message to rival brands image their positive or negative direction. In this study, the use of brand image in the ad parody in order to determine the impact of the two brands in the telecommunications industry uses advertising of parody and spoof commercials that do not use. All this work is performed by the method of experimental research group pre-test and post-test analysis. Contains the current brand image and parody advertisingf post on whether differences between the image that occurs after watching the ad, the main objective of our study to examine in the context of the policy. Research of preliminary test of attitudes toward the brand and the brand awareness, brand image is taken from the scale. The research is the latest test of brand image scales. Research as a tool for survey data collection method was carried out on 131 participants, using. Criticism, satire and parody of the ads containing the imitation brand image dimensions, social awareness, brand identity, brand elements, size of the brand's commercial elements of brand value, consumer-oriented brand effect in brand and consumer attitudes.

The Effect of Brand Image on Behavioral Intention in the Context of Perceived Corporate Social Responsibility and Innovation within Sustainable Apparel Brands

“…Marka imajında ise Göksu (2006) tarafından geliştirilen 28 maddenin 7 boyutta toplandığı ölçek kullanılmıştır. Bu ölçek birçok araştırmada kullanılmıştır (Eren & Eker, 2012;Kılıç & Daldal, 2015;Tosun & Dereli A.B. , 2016).…”

Parodi ve Kültürel Bellek Bağlamında Reklam İmgeleri Üzerine Bir İnceleme

“…Parodisi yapılan eserin bir şekilde bozulması gerekir. Başarılı şekilde yapılmış parodi reklamların, markanın kendini esprili şekilde ifade etmesine ve güçlü bir itibar oluşturmasına olanak sağladığı düşünülür (Tosun ve Dereli, 2016).…”