Arketipsel İmgelerin İkna Boyutu ve Türk Reklamlarında Görülme Sıklığı Üzerine Bir Araştırma

Abstract

Research on Persuasion Dimension of The Archetypal Images and Usage Frequency of Archetypes In Turkish AdvertisementsThe purpose of this article is to show how frequently and for what purpose archetypal images are used in Turkish advertisements and to analyze which archetypes are preferred on sectoral basis. This study consists of three parts. In the first part, the theoretical framework of the concept of persuasion is stated. In the second part, the connection between advertising and the concept of archetype is examined and it is focused on the role of the relevant connection in the process of persuasion. In the third part, through advertising analysis it is revealed whether archetype exists in advertisements and which archetype is used predominantly in which sector. Results of the study reveal that archetypes are used consciously in advertisements for persuasion and specific archetypes are consciously chosen to deliver a message.