The Role of Archetypes in the Construction of Brand Personality: A Semiotic Analysis

Serhan Subaşı; Rukiye Çelik

Article Details

The Role of Archetypes in the Construction of Brand Personality: A Semiotic Analysis

Authors:

Serhan Subaşı | Rukiye Çelik

Publisher:

Süleyman Demirel University

Main Topics:

Reklam Çözümlemesi

Journal:

SDÜ İFADE Vol.7 Issue 1, pp.24-43

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001354014

pISSN:

2536-5223

Keywords:

Abstract:

 Brands frequently utilize archetypal models in their advertising strategies as part of modern marketing efforts aimed at establishing emotional connections with target audiences and enhancing brand personality. This study examines the use of archetypes in advertisements within the field of brand and marketing communication. The analysis is grounded in the twelve-archetype model developed by Mark and Pearson, based on Carl Gustav Jungs theory of the collective unconscious and archetypes. The primary objective of the study is to identify which archetypes are employed in the advertisements of the worlds ten most valuable brands between 2015 and 2024 and to evaluate how these applications contribute to brand personality formation. Accordingly, the research universe consists of the top ten global brands as ranked by Interbrand, while the sample includes advertisements produced by these brands over a ten-year period. In the analysis process, the study adopts the multilayered reading model proposed in Banu Dağtaşs Reklamı Okumak 2003, examining advertisements through the categories of signifiers, referent systems, and myths. These components are analyzed within their cultural and ideological contexts. The findings reveal that all ten brands strategically incorporate archetypes in their advertisements to strengthen brand personality. This use of archetypes is conveyed to audiences through narrative construction, character representation, and symbolic elements.

 Brands frequently utilize archetypal models in their advertising strategies as part of modern marketing efforts aimed at establishing emotional connections with target audiences and enhancing brand personality. This study examines the use of archetypes in advertisements within the field of brand and marketing communication. The analysis is grounded in the twelve-archetype model developed by Mark and Pearson, based on Carl Gustav Jungs theory of the collective unconscious and archetypes. The primary objective of the study is to identify which archetypes are employed in the advertisements of the worlds ten most valuable brands between 2015 and 2024 and to evaluate how these applications contribute to brand personality formation. Accordingly, the research universe consists of the top ten global brands as ranked by Interbrand, while the sample includes advertisements produced by these brands over a ten-year period. In the analysis process, the study adopts the multilayered reading model proposed in Banu Dağtaşs Reklamı Okumak 2003, examining advertisements through the categories of signifiers, referent systems, and myths. These components are analyzed within their cultural and ideological contexts. The findings reveal that all ten brands strategically incorporate archetypes in their advertisements to strengthen brand personality. This use of archetypes is conveyed to audiences through narrative construction, character representation, and symbolic elements.

 Brands frequently utilize archetypal models in their advertising strategies as part of modern marketing efforts aimed at establishing emotional connections with target audiences and enhancing brand personality. This study examines the use of archetypes in advertisements within the field of brand and marketing communication. The analysis is grounded in the twelve-archetype model developed by Mark and Pearson, based on Carl Gustav Jungs theory of the collective unconscious and archetypes. The primary objective of the study is to identify which archetypes are employed in the advertisements of the worlds ten most valuable brands between 2015 and 2024 and to evaluate how these applications contribute to brand personality formation. Accordingly, the research universe consists of the top ten global brands as ranked by Interbrand, while the sample includes advertisements produced by these brands over a ten-year period. In the analysis process, the study adopts the multilayered reading model proposed in Banu Dağtaşs Reklamı Okumak 2003, examining advertisements through the categories of signifiers, referent systems, and myths. These components are analyzed within their cultural and ideological contexts. The findings reveal that all ten brands strategically incorporate archetypes in their advertisements to strengthen brand personality. This use of archetypes is conveyed to audiences through narrative construction, character representation, and symbolic elements.

 Markalar, hedef kitleleriyle duygusal bir bağ kurmak ve marka kişiliğini güçlendirmek amacıyla, modern pazarlama stratejileri kapsamında reklamlarda arketip modelinden sıklıkla yararlanmaktadır. Bu çalışma, marka ve pazarlama iletişimi alanında arketip modelinin reklamlardaki kullanımını incelemektedir. İncelemede, Mark ve Pearson tarafından, Jungun kolektif bilinçdışı ve arketip kuramına dayalı olarak geliştirilen 12 arketip modeli temel alınmıştır. Çalışmanın temel amacı, dünyanın en değerli on markasının 2015-2024 yılları arasında yayınladığı reklamlarda hangi arketiplerden yararlanıldığını belirlemek ve bu kullanımların marka kişiliğine katkılarını değerlendirmektir. Bu çerçevede çalışmanın evrenini, Interbrand tarafından açıklanan dünyanın en değerli ilk 10 markası; örneklemini ise bu markaların on yıllık zaman diliminde yayınladıkları reklam filmleri oluşturmaktadır. Bu çalışmada, reklamların çözümlenmesinde Banu Dağtaşın Reklamı Okumak 2003 adlı eserinde yer verdiği çoklu okuma yaklaşımından yararlanılmış; gösterenler, gönderge sistemleri ve mit çözümlemeleri aracılığıyla reklam metinleri kültürel ve ideolojik bağlamları içinde incelenmiştir. Sonuç olarak, reklam filmleri incelenen bu on markanın, marka kişiliğini geliştirme amacıyla kişilik arketiplerinden faydalandıkları tespit edilmiştir. Bu faydalanma, arketip temsillerinin reklam anlatıları, karakter tasvirleri ve simgesel öğeler aracılığıyla izleyiciye aktarılması yoluyla gerçekleşmektedir.

Article Details

The Role of Archetypes in the Construction of Brand Personality: A Semiotic Analysis

Authors:

Serhan Subaşı | Rukiye Çelik

Publisher:

Süleyman Demirel University

Main Topics:

Reklam Çözümlemesi

Journal:

SDÜ İFADE Vol.7 Issue 1, pp.24-43

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001354014

pISSN:

2536-5223

Brand

Brand Personality

Archetype

Advertising

Semiotic AnalysisMarka

Marka Kişiliği

Arketip

Reklam

Göstergebilimsel Analiz

Issues

Article Details

Authors: Serhan Subaşı | Rukiye Çelik

Publisher: Süleyman Demirel University

Main Topics: Reklam Çözümlemesi

Journal: SDÜ İFADE Vol.7 Issue 1, pp.24-43

Document Type: Article

Publication Date: 1/2025

Document Language: Turkish

Document ID (Org No.): 2001354014

pISSN: 2536-5223

Issues

Authors:

Serhan Subaşı | Rukiye Çelik

Publisher:

Süleyman Demirel University

Main Topics:

Reklam Çözümlemesi

Journal:

SDÜ İFADE Vol.7 Issue 1, pp.24-43

Document Type:

Article

Publication Date:

1/2025

Document Language:

Turkish

Document ID (Org No.):

2001354014

pISSN:

2536-5223