Psi̇kanali̇ti̇k Kuram Ve Reklamda Yaraticilik

Abstract

Creativity demonstrates the new and the ideas that are explored. Individual designs creative thinking by exploring. Creativity is a must in advertising. In other words advertising that is not based on creating is unthinkable. Creative thinking consists of the integration of ideas. However, in the production of these ideas, the individual draws conclusions from an idea by revealing more than one opinion. It is very important that the creativity in advertising is simple and clear. New must be presented by creative strategy because individuals are exposed to many advertising messages. The element which makes people keep in mind the advertising messagesis the integration of the creativity with the product. Because the expression of creativity has an important place in the content of the message in the purchase of the product, in the formation of positive attitude and purchasing intention. Creativity comes from the use of imagination and imagination is the result of mental processes. At this point, it can be mentioned that there is a mutual communication between psychoanalysis and creativity. In the relationship between creativity and psychoanalysis, consumers play an important role in creating the content of advertising and messages, because consumer behavior is effective in shaping the content of the ad. In other words, psyhoanalysis comes from birth and it becomes integrated with environment. Consumer behavior includes demographic and sociographic characteristics of individuals as well as psychographic characteristics. Freuds' theory on in this context, psychographic takes hand consumers' thoughts, attitudes and movements. In this respect, theories presented in psychoanalysis help to evaluate the psychographic features of consumers, their suppressed drives, and emotions which depends on their subconscious and this is what the working areas of psychoanalytic issues. In the study, which deals with the connection between psychoanalysis and creativity in advertising, information is given from literature. In addition to this, the analysis of brand advertisements on television was evaluated within the scope of the concepts put forward by theorists of psychoanalysis which are personality,psychosexual, and archetype. The advertisement of Eti Browni Intense is evaluated with the Freuds' theory on topography, personality, and libido, Carl Gustav Jungs' theory on archetype, Karen Horneys' theory on self-analysis. On the other hand, advertisement of Molfixis investigated with Freuds' psychosexual development theory, and Carl Gustav Jungs' theory on archetypeso psychoanalysis concept is connected with creativity in advertising and analysed through semiotic analysis method.