23 September 2006

NESCAFE reklamı


75’li yıllarda Marlboro genç kitleyi sigaraya alıştırmak için gizli bir özendiriciliği olan bir reklam tasarlıyor. Genç kitlenin ruh halini incelediğinde çekip gitme , kendi yalnızlığına çekilme , geride kalanlara aldırmadan yeni bir başlangıç , gibi bilinçaltı duygularının çok yoğun olduğunu görüyor. Bu duyguyu kışkırtacak , bu duygu altyapısıyla örtüşecek bir mesajı Red Kit’in ünlü güneş batarken ufukta kaybolma sahnesinde buluyor. Bu şekilde tüketicisine biz sizi anlıyoruz , Marlboro özgürlüğü , değerler otoritesine karşı çıkmayı ifade eder mesajını böyle bir reklamla veriyor. At üzerinde geleceğini baştan çizebilecek özgür bir ruh…

Nescafe reklamında ise son dönemde Dans yarışmalarındaki jüriliğiyle ön plana çıkan bir kişi kullanılıyor. Farklı giyim tarzı ve saç stili , yaşadığı hayat tarzıyla ekonomik baskılar içinde bunalmış , klasik ev hayatın tekdüzeliğinden sıkılmış , toplumsal değerler skalasındaki hayat seçenekleri arasına sıkışmış genç kitleyi tam da 12’den vuruyor. Nescafe geleneksel yaşam tarzının dışına çıkmak , özgürlük ve farklılık mesajını bu şekilde veriyor. Ürününü bu şekilde konumlandırılması, iletişim araçlarıyla farklı yaşam tarzlarına aç bir genç kitlenin bilinçaltında cevap buluyor . Orada , uzakta özlemi çekilen bir hayat tarzı oluşturuluyor ve ona ulaşabilmek için bir başlangıç nesnesi olarak sunuluyor. Genç kitlenin bilinçaltında oluşan Avrupai yaşam tarzı arzusu kışkırtılıyor…

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