A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

Karamullaoglu, Nazife; Sandıkçı, Özlem

doi:10.1108/jhrm-04-2018-0016

Cited by 3 publications

(4 citation statements)

References 38 publications

(51 reference statements)

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“…Our study also supports Basque and Langley (2018) and Karamullaoglu and Sandikci (2019) work that featured the importance of a founder or origins of a product. In particular, we provide evidence that a founder’s rhetorical story can be enduring, valuable and malleable but only when those histories align with respect to a modern present.…”

Section: Discussionsupporting

confidence: 86%

Forms of nostalgia in the rhetorical history of Jack Daniel’s

Seifried,

Novicevic,

Poor

2023

JMH

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Purpose This study aims to use a theoretical-based case study of two distinct ownership groups of the Jack Daniel’s brand to explore how rhetorical history (i.e. malleability of the past for strategic goals) may evoke and capitalize on different forms of nostalgia. Within, the authors configure four forms of nostalgia (i.e. personal, historical, collective and cultural) from the individual or collective interaction and level of direct experience one has with the past as lived or happened. Design/methodology/approach This study uses an historical research approach which involved the identification of primary and secondary sources, facility tour, source criticism and triangulation to create themes of rhetorical history infused with nostalgic narratives using compelling evidence through rich description of this fusion. Findings The findings reveal how nostalgia-driven narratives reflecting different collective longing for the re-creation of an American Paradise Lost used by Jack Daniel (i.e. the man) and later but differently by Brown-Forman. This study uncovers how the company’s inherited past was used rhetorically throughout its history, beginning with the nostalgic story of Jack Daniel and the distillery’s nostalgically choreographed location in Lynchburg, Tennessee. This study delves into this setting to highlight the importance of symbols, details, emotional appeals and communications for collective memory and identity development and to showcase the ways in which they are influenced by different types and forms of nostalgia. Originality/value This study adds to a limited number of studies focused on understanding the impact of founders on an organization’s brand and how that is malleable. This study responds to scholarly calls to study the influence of sequenced historical rhetoric on an organization and highlight the relevance of social emotions such as nostalgia for rhetorical history. Finally, the theoretical contribution involves the advancing and construction of a theory typology of nostalgia previously proposed by Havlena and Holak in 1996.

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Section: Discussionsupporting

confidence: 86%

Forms of nostalgia in the rhetorical history of Jack Daniel’s

Seifried,

Novicevic,

Poor

2023

JMH

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“…The double emphasis on Turkish-Cypriot community consciousness is further cemented in the bottom third of the advertisement. Overall, there are no connotations such as happiness, security and calmness found in the majority of the examples from the studies of Karamullaoglu and Sandikci (2019a). The only connotation indicating a sense of community is as follows:…”

Section: Building Ethno-community Consciousness Through Advertisementsmentioning

confidence: 93%

“…Building on the premise that advertising is a cultural production (Schroeder, 2006), we bring in political considerations and scrutinise the interplay between socio-cultural and political economic dynamics that shape advertisements. Per Karamullaoglu and Sandikci (2019a), we contend that linking social, political, cultural and economic shifts to the changes in advertisements illuminates the interplay between marketing and its context. We also bring in the element of conflict/war as times of conflict remain understudied, especially outside the North American and European contexts.…”

Section: Literature Reviewmentioning

confidence: 99%

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Yalkın

Kahveci

Uygur³

2023

JHRM

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Purpose The purpose of this paper is to explore how conflict/war and its political economic and socio-cultural reflections influenced Turkish-Cypriot advertisements. It provides an analysis of the Turkish-Cypriot advertisements during 1940–1974, which was characterised by intermittent inter-ethnic armed conflict, to illuminate how they are related to the commercial, political, economic and socio-cultural unravelling of the era. Design/methodology/approach Compositional interpretation and social semiotic analysis (Rose, 2016) with a critical lens have been adopted as research design. Social, cultural, economic and political conditions of the time were also used in the analysis. Findings Firstly, this paper shows that the advertisements increased in complexity although very incrementally through the studied period, especially in comparison to the advertising of the countries that directly influenced the commercial sphere in Cyprus such as Britain, Greece and Turkey. Secondly, this paper shows that the advertisement messages were directly shaped by key events in the socio-political realm. Especially during the 1940s (British rule) and the bicommunal Republic of Cyprus era, the Turkish-Cypriot community newspapers featured a cosmopolitan range of advertisements paid for by Greek-Cypriot, Armenian-Cypriot and Turkish-Cypriot businesses. After 1963, when the armed conflict began and the communities retreated to separate parts of the capital city, the featured advertisements mostly reverted back to the 1950s political economic agenda: firstly, they intended to build ethno-community consciousness by transforming Turkish-Cypriots who were scattered around in different towns, villages and cities into a public/community; secondly, they were used in developing the burgeoning Turkish-Cypriot business enterprises and the making of a consumer class. Originality/value As no such study was conducted so far, this paper shows, through the continued and increasing existence and variety of the advertisements printed in Turkish-Cypriot newspapers, the trajectory with which the Turkish-Cypriots met the consumption codes of the era under armed conflict. Secondly, the authors observe the “state” authority (in this case, the community administration) directly and indirectly influences both the business agenda and the building of community consciousness. Thirdly, the authors show that the Turkish-Cypriot community had normalised commerce under armed-conflict.

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“…Penggunaan elemen visual pada kemasan memperlihatkan pemanfaatan dari budaya yang telah ada di Indonesia, yaitu batik. Pemanfaatan budaya tersebut menciptakan sebuah bentuk visual yang menarik sehingga kemasan memiliki nilai tambah dalam daya tarik visual pada kemasan (Karamullaoglu & Sandikci, 2019). Desain pola yang diciptakan menghasilkan estetika merek yang mewakili produk yang dikemas.…”

Section: Analisis Pola Kemasan Herbaveraunclassified

Analisis Semiotika Ornamen Pada Kemasan Produk Lokal Minuman Herbavera

Erlyana

2022

demandia

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Perusahaan maupun individu dituntut untuk kreatif dalam mengembangkan produknya agar terdapat nilai tambah di dalamnya. Desain pada kemasan adalah salah satu cara yang dapat dilakukan untuk menambah nilai dan memberikan pengalaman lebih kepada konsumen. Pemberian nilai budaya pada desain kemasan dapat menjadi salah satu alternatif untuk menambah nilai kepada produk lokal. Selain membuat tampilan yang menarik, dan dapat memperkuat identitas produk sebagai produk lokal. Herbavera adalah produk lokal olahan lidah buaya, yang memiliki sebuah kemasan dengan pendekatan budaya dalam desain kemasannya. Peneliti melakukan analisis terhadap pola yang terdapat pada kemasan Herbavera untuk mengetahui makna pada penggambarannya. Data didapatkan melalui observasi dan dilakukan analisis dengan menggunakan metode teori semiotika segitiga Peirce. Berdasarkan hasil analisis didapatkan bahwa pola tersebut dibuat secara abstraksi dengan menggabungkan bentuk-bentuk dan warna buah sesuai varian rasa produk. Pola pada ornamen dibuat sederhana dengan memodifikasi bentuk Kawung. Kata kunci: budaya, kemasan, ornamen, pola, semiotika

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A sociohistorical analysis of packaging design: a case study of the Turkish pasta brand Piyale

Cited by 3 publications

References 38 publications

Forms of nostalgia in the rhetorical history of Jack Daniel’s

Forms of nostalgia in the rhetorical history of Jack Daniel’s

Advertising as discursive reflections of the political realm: Turkish-Cypriot advertisements between 1940-1974

Analisis Semiotika Ornamen Pada Kemasan Produk Lokal Minuman Herbavera

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