Uğur Bakır
Ugur Bakir is an Associate Professor of Advertising at Ege University Faculty of Communication Department of Advertising. He graduated from Ege University Faculty of Communication Department of Public Relations & Advertising and received his PhD in Advertising from the Ege University in 2012 where he studied persuasion and message effectiveness in Advertising. He is is the author of many refereed articles, international papers, book chapters and books. His research interests include marketing communication, creativity in advertising, persuasion and consumer behaviors.
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Books by Uğur Bakır
Tüketiciler reklamlarda gördükleri güzel kişileri nasıl algılıyor? Fiziksel güzellik, bir mesaj kaynağının inanılırlığını artırıyor mu? Fiziksel güzelliğin farklı düzeyleri reklam etkililiğinde ne gibi farklılıklar yaratıyor? Fiziksel güzelliğe sahip ünlülerin iletişim etkisi nasıl ortaya çıkıyor? Fiziksel güzellik ile tüketici ilginliği arasında nasıl bir bağlantı var?
Bu kitap, güzellik kültürünü ve bu kültürün reklamlarla olan ilişkisini ele alıyor ve yukarıdaki sorulara ve daha fazlasına yanıtlar arıyor.
Reklam Ustaları 1, reklamcılığı reklamı yaratanlar ve bu yaratım sürecini yönetenler bağlamında anlatmaya çalışan bir kitap. Ancak Reklam Ustaları 1’den yola çıkarak aynı zamanda 19. yüzyılın sonlarından 21. yüzyılın başlarına değin Amerika ve Avrupa’da reklam sektöründe olup bitenleri ve yaşanan değişimleri, yani reklamcılığın dünyadaki tarihsel serüvenini de görmek mümkün.
Müge Elden ve Uğur Bakır’ın editörlüğünü yaptığı kitapta 19 yazar, dünyada reklamcılığın gidişatını şekillendiren 17 farklı reklam ustasını okuyucuyla buluşturuyor. Kitapta ele alınan ustalar, yaşamları, reklam anlayışları ve ortaya koydukları başarılı reklam kampanyaları çerçevesinde derinlemesine irdeleniyor.
Reklam Ustaları 1, öncelikle reklamcılığa ilgi duyanlar, reklamcı olmak isteyen öğrenciler ve de reklamı araştıran akademisyenler için temel başvuru kaynağı niteliğinde bir çalışma.
1. Bölüm: Albert Lasker: Reklamcılıkta “Modern” Zamanlar
Zöhre Reşber
2. Bölüm: Claude C. Hopkins: Bilimsel Reklamcılığın Doğuşu
Murat Çelik
3. Bölüm: Rosser Reeves: Temel Satış Vaadi
Emet Gürel – Jale Alem
4. Bölüm: Marion Harper: Küresel Köyde Reklam Yapmak
Özen Okat Özdem
5. Bölüm: Raymond Rubicam: Araştırmak, Fark Etmek, Farklı Olmak
Işıl Karpat Aktuğlu – Çiçek Gül Erdur
6. Bölüm: Alex Osborn: Reklam Dünyasında Yeni Bir “Fırtına”
Işıl Karpat Aktuğlu – İçten Duygu Çallı
7. Bölüm: Vance Packard: Bilinçaltı Reklamcılığın Keşfi (Mi?)
Burak Amirak – Nevzat İnan
8. Bölüm: Leo Burnett: İmgeden Zihne Giden Yol
Emet Gürel – Uğur Bakır
9. Bölüm: William (Bill) Bernbach: Reklamcılıkta Yaratıcı Devrim
Erdem Geçit
10. Bölüm: Paul Rand: “Az Çoktur” Bilinciyle Reklam Yaratmak
Zehra Atabey
11. Bölüm: Howard Gossage: Reklamlar Konuşur mu?
F. Belma Güneri Fırlar – Nevzat İnan
12. Bölüm: David Ogilvy: “Satarız ya da Satarız”
Gonca Doğru
13. Bölüm: Jacques Séguéla: Düşler Dünyasındaki Tüketiciye Bir Dokunuş
Sinem Yeygel Çakır
14. Bölüm: John Hegarty: Ajans Koridorlarında Bir “Şövalye”
Zöhre Reşber
15. Bölüm: Oliviero Toscani: Reklamda Provokasyon ve Şok
Emet Gürel – Uğur Bakır
16. Bölüm: Bruno Aveillan: Yaratıcı Reklam Filmi Yönetmenlerinin Yükselişi
Murat Ünal
17. Bölüm: Alex Bogusky: Dijital Çağda Reklam ve Reklamcılık
Müge Elden – Deniz Makal
Tüketici kitlesinin, yani aşağı yukarı bütün toplumun fiziksel, psikolojik ve sosyal gereksinimlerine ustaca seslenen reklamlar, eksikleri gerekirse mucizeler yaratarak giderme vaadiyle, tüketim konusundaki tercihleri yönlendirirler.
Tüketicinin satın alma kararı verirken bir ürünü değil de diğerini tercih etmesini sağlayan, işte bu vaat dolu mesajın içeriği ve sunuluş biçimidir.
İstenen etkiyi yaratabilmenin en kestirme yolu ise dürtülere seslenmektir.
Profesör Müge Elden ve Araştırma Görevlisi Uğur Bakır, reklamın dilini, yöntemlerini ve cinsellik, mizah ve korku çekiciliklerinin bu düzlemde nasıl ve neden yer aldığını hem meraklısına hem de uzmanlara hitap edecek şekilde anlatmayı başarıyorlar.
Papers by Uğur Bakır
The fact that influencers are being employed more and more as an alternative marketing communication strategy makes it important to determine the social comparison processes about these people and how they are perceived by the target audiences. This research aims to discuss how influencers in social media are perceived by their followers and its reflections on marketing communication practices utilitizing the perspective of social comparison. The study was carried out with a qualitative research design, including 16 university students who actively use social media and follow at least two different influencers. The data were collected by the semi-structured interview technique and analyzed with an inductive analysis approach. As a result of the interviews, the participants’ views on influencers were gathered under the themes of “perceptions of and motivations to follow influencers”, “emotions and social comparisons for influencers” and “brand-influencer collaboration and social comparison”. According to the results of the research, it is seen that the participants have positive inclinations towards influencers they feel close to, positive impressions appear mostly as upward assimilation, and that downward assimilation codes such as sympathy and pity, albeit limited, are encountered. In addition, while upward contrastive emotions such as jealousy and envy are frequently encountered, downward contrastive emotions are also observed when the influencer is seen as inadequate. When viewed from the perspective of influencer-brand cooperation, it has been determined that the influences’ going out of the natural flow by sharing advertising content is received negatively by consumers.
Advertisements are one of the most effective means of conveying values or images to consumers in a persuasive way. This effectiveness, which has attracted the attention of the opponents of marketing, together with the different interpretations of advertisements by anti-capitalist trends which have appeared in the postmodern period, has given rise to a new field of popular activism. This new field is a new type of criticism of consumer society which sees it as the culture jam, and which demands that advertisements produced to affect consumers for commercial purposes should be re-written to reflect their stylistic and contextual characteristics. This study will examine in detail, giving supporting examples, the movement which has resulted in the integration of views opposed to consumer-focused marketing culture with activist trends and which is expressed as a culture jam, and the use of subvertising in this movement. It will also throw light on this new area of anti-consumption activism. In the framework of this study, content analysis is applied to the 74 ads which are taken from official web page of Adbusters Media Foundation. The content of the advertisements are analyzed in terms of their elements, topics, and tactics.
Today there is much discussion concerning the variety of consumer reactions formed around ethical rules regarding advertisements which include explicit sexual content or elements suggestive of it. Some of the reactions from consumers have been positive, some negative. This differentiation between consumers is a determining factor on the evaluation of the advertisement and the brand which is advertised, that is on the effectiveness of the advertisement. From this point of view it can be seen that it is important to determine the reasons for individual differentiation as to why an advertisement is ethical or not. This study concentrates on the question of whether or not the individual ethical ideology held by the consumer in the context of Ethics Position Theory has an effect on attitudes developed towards the use of sexual content in advertisements and the various types of use of sexuality. According to the results of the study, while the ethical judgments of individuals with highly idealistic judgment are more negative towards advertisements with a sexual content and the types of use of sexuality in advertisements than those of others, individuals with a highly relativistic judgment have a more positive viewpoint on these topics.
In our age, Information and Communication Technologies are effectively used in persuasion attempts that are applied for influencing attitudes and behaviors of individuals. Web sites, where people have opportunity to visit via internet, have a place in Information and Communication Technologies. Web sites come into prominence in information age as a functional mean for having effect on attitudes of individuals in both commercial and social topics. In this context, also in struggling with cigarette, one of important problems of our age, web sites are inevitably used. In this study, perceived credibility and attitude of individuals, who visited an anti-smoking web site, examined with an experimental study in the context of cigarette smoking habit of participants and whether web site seeks profit or not. With two way analysis of variance, that was used in research in which 2 x 2 (habit of cigarette smoking x owner of web site) experimental design was used, attitudes of participants toward the website and over perceived source credibility from web sites, effects of whether owner of web site seek profit or not and cigarette smoking habit of participant were examined.
With information communication technologies, it is possible to receive, store and process the necessary data in order to identify the target audience which is considered as the first step of persuasion. In addition, by using these technologies messages that are coded through persuasive communication process can be transmitted to lots of people at the right time and place. Furthermore, the specific attributes of information communication technologies such as being a tool that carries out routine daily services, being a medium that brings virtual experiences and being a social actor that behaves as a human being add considerable perspectives to persuasive communication processes.
Due to the widespread use of information communication technologies in interpersonal communication, some writers suggest that they can be no longer be considered as a tool or medium but as a social actor. Many of the hardware and software products have the strength to influence the attitudes and behaviors of the end-users. Thus, information communication technologies act as an important social actor in our information age. From this point of view, it is vital to explore the attributes of these technologies and their likely impact on the attitudes and behaviors of individuals.
Tüketiciler reklamlarda gördükleri güzel kişileri nasıl algılıyor? Fiziksel güzellik, bir mesaj kaynağının inanılırlığını artırıyor mu? Fiziksel güzelliğin farklı düzeyleri reklam etkililiğinde ne gibi farklılıklar yaratıyor? Fiziksel güzelliğe sahip ünlülerin iletişim etkisi nasıl ortaya çıkıyor? Fiziksel güzellik ile tüketici ilginliği arasında nasıl bir bağlantı var?
Bu kitap, güzellik kültürünü ve bu kültürün reklamlarla olan ilişkisini ele alıyor ve yukarıdaki sorulara ve daha fazlasına yanıtlar arıyor.
Reklam Ustaları 1, reklamcılığı reklamı yaratanlar ve bu yaratım sürecini yönetenler bağlamında anlatmaya çalışan bir kitap. Ancak Reklam Ustaları 1’den yola çıkarak aynı zamanda 19. yüzyılın sonlarından 21. yüzyılın başlarına değin Amerika ve Avrupa’da reklam sektöründe olup bitenleri ve yaşanan değişimleri, yani reklamcılığın dünyadaki tarihsel serüvenini de görmek mümkün.
Müge Elden ve Uğur Bakır’ın editörlüğünü yaptığı kitapta 19 yazar, dünyada reklamcılığın gidişatını şekillendiren 17 farklı reklam ustasını okuyucuyla buluşturuyor. Kitapta ele alınan ustalar, yaşamları, reklam anlayışları ve ortaya koydukları başarılı reklam kampanyaları çerçevesinde derinlemesine irdeleniyor.
Reklam Ustaları 1, öncelikle reklamcılığa ilgi duyanlar, reklamcı olmak isteyen öğrenciler ve de reklamı araştıran akademisyenler için temel başvuru kaynağı niteliğinde bir çalışma.
1. Bölüm: Albert Lasker: Reklamcılıkta “Modern” Zamanlar
Zöhre Reşber
2. Bölüm: Claude C. Hopkins: Bilimsel Reklamcılığın Doğuşu
Murat Çelik
3. Bölüm: Rosser Reeves: Temel Satış Vaadi
Emet Gürel – Jale Alem
4. Bölüm: Marion Harper: Küresel Köyde Reklam Yapmak
Özen Okat Özdem
5. Bölüm: Raymond Rubicam: Araştırmak, Fark Etmek, Farklı Olmak
Işıl Karpat Aktuğlu – Çiçek Gül Erdur
6. Bölüm: Alex Osborn: Reklam Dünyasında Yeni Bir “Fırtına”
Işıl Karpat Aktuğlu – İçten Duygu Çallı
7. Bölüm: Vance Packard: Bilinçaltı Reklamcılığın Keşfi (Mi?)
Burak Amirak – Nevzat İnan
8. Bölüm: Leo Burnett: İmgeden Zihne Giden Yol
Emet Gürel – Uğur Bakır
9. Bölüm: William (Bill) Bernbach: Reklamcılıkta Yaratıcı Devrim
Erdem Geçit
10. Bölüm: Paul Rand: “Az Çoktur” Bilinciyle Reklam Yaratmak
Zehra Atabey
11. Bölüm: Howard Gossage: Reklamlar Konuşur mu?
F. Belma Güneri Fırlar – Nevzat İnan
12. Bölüm: David Ogilvy: “Satarız ya da Satarız”
Gonca Doğru
13. Bölüm: Jacques Séguéla: Düşler Dünyasındaki Tüketiciye Bir Dokunuş
Sinem Yeygel Çakır
14. Bölüm: John Hegarty: Ajans Koridorlarında Bir “Şövalye”
Zöhre Reşber
15. Bölüm: Oliviero Toscani: Reklamda Provokasyon ve Şok
Emet Gürel – Uğur Bakır
16. Bölüm: Bruno Aveillan: Yaratıcı Reklam Filmi Yönetmenlerinin Yükselişi
Murat Ünal
17. Bölüm: Alex Bogusky: Dijital Çağda Reklam ve Reklamcılık
Müge Elden – Deniz Makal
Tüketici kitlesinin, yani aşağı yukarı bütün toplumun fiziksel, psikolojik ve sosyal gereksinimlerine ustaca seslenen reklamlar, eksikleri gerekirse mucizeler yaratarak giderme vaadiyle, tüketim konusundaki tercihleri yönlendirirler.
Tüketicinin satın alma kararı verirken bir ürünü değil de diğerini tercih etmesini sağlayan, işte bu vaat dolu mesajın içeriği ve sunuluş biçimidir.
İstenen etkiyi yaratabilmenin en kestirme yolu ise dürtülere seslenmektir.
Profesör Müge Elden ve Araştırma Görevlisi Uğur Bakır, reklamın dilini, yöntemlerini ve cinsellik, mizah ve korku çekiciliklerinin bu düzlemde nasıl ve neden yer aldığını hem meraklısına hem de uzmanlara hitap edecek şekilde anlatmayı başarıyorlar.
The fact that influencers are being employed more and more as an alternative marketing communication strategy makes it important to determine the social comparison processes about these people and how they are perceived by the target audiences. This research aims to discuss how influencers in social media are perceived by their followers and its reflections on marketing communication practices utilitizing the perspective of social comparison. The study was carried out with a qualitative research design, including 16 university students who actively use social media and follow at least two different influencers. The data were collected by the semi-structured interview technique and analyzed with an inductive analysis approach. As a result of the interviews, the participants’ views on influencers were gathered under the themes of “perceptions of and motivations to follow influencers”, “emotions and social comparisons for influencers” and “brand-influencer collaboration and social comparison”. According to the results of the research, it is seen that the participants have positive inclinations towards influencers they feel close to, positive impressions appear mostly as upward assimilation, and that downward assimilation codes such as sympathy and pity, albeit limited, are encountered. In addition, while upward contrastive emotions such as jealousy and envy are frequently encountered, downward contrastive emotions are also observed when the influencer is seen as inadequate. When viewed from the perspective of influencer-brand cooperation, it has been determined that the influences’ going out of the natural flow by sharing advertising content is received negatively by consumers.
Advertisements are one of the most effective means of conveying values or images to consumers in a persuasive way. This effectiveness, which has attracted the attention of the opponents of marketing, together with the different interpretations of advertisements by anti-capitalist trends which have appeared in the postmodern period, has given rise to a new field of popular activism. This new field is a new type of criticism of consumer society which sees it as the culture jam, and which demands that advertisements produced to affect consumers for commercial purposes should be re-written to reflect their stylistic and contextual characteristics. This study will examine in detail, giving supporting examples, the movement which has resulted in the integration of views opposed to consumer-focused marketing culture with activist trends and which is expressed as a culture jam, and the use of subvertising in this movement. It will also throw light on this new area of anti-consumption activism. In the framework of this study, content analysis is applied to the 74 ads which are taken from official web page of Adbusters Media Foundation. The content of the advertisements are analyzed in terms of their elements, topics, and tactics.
Today there is much discussion concerning the variety of consumer reactions formed around ethical rules regarding advertisements which include explicit sexual content or elements suggestive of it. Some of the reactions from consumers have been positive, some negative. This differentiation between consumers is a determining factor on the evaluation of the advertisement and the brand which is advertised, that is on the effectiveness of the advertisement. From this point of view it can be seen that it is important to determine the reasons for individual differentiation as to why an advertisement is ethical or not. This study concentrates on the question of whether or not the individual ethical ideology held by the consumer in the context of Ethics Position Theory has an effect on attitudes developed towards the use of sexual content in advertisements and the various types of use of sexuality. According to the results of the study, while the ethical judgments of individuals with highly idealistic judgment are more negative towards advertisements with a sexual content and the types of use of sexuality in advertisements than those of others, individuals with a highly relativistic judgment have a more positive viewpoint on these topics.
In our age, Information and Communication Technologies are effectively used in persuasion attempts that are applied for influencing attitudes and behaviors of individuals. Web sites, where people have opportunity to visit via internet, have a place in Information and Communication Technologies. Web sites come into prominence in information age as a functional mean for having effect on attitudes of individuals in both commercial and social topics. In this context, also in struggling with cigarette, one of important problems of our age, web sites are inevitably used. In this study, perceived credibility and attitude of individuals, who visited an anti-smoking web site, examined with an experimental study in the context of cigarette smoking habit of participants and whether web site seeks profit or not. With two way analysis of variance, that was used in research in which 2 x 2 (habit of cigarette smoking x owner of web site) experimental design was used, attitudes of participants toward the website and over perceived source credibility from web sites, effects of whether owner of web site seek profit or not and cigarette smoking habit of participant were examined.
With information communication technologies, it is possible to receive, store and process the necessary data in order to identify the target audience which is considered as the first step of persuasion. In addition, by using these technologies messages that are coded through persuasive communication process can be transmitted to lots of people at the right time and place. Furthermore, the specific attributes of information communication technologies such as being a tool that carries out routine daily services, being a medium that brings virtual experiences and being a social actor that behaves as a human being add considerable perspectives to persuasive communication processes.
Due to the widespread use of information communication technologies in interpersonal communication, some writers suggest that they can be no longer be considered as a tool or medium but as a social actor. Many of the hardware and software products have the strength to influence the attitudes and behaviors of the end-users. Thus, information communication technologies act as an important social actor in our information age. From this point of view, it is vital to explore the attributes of these technologies and their likely impact on the attitudes and behaviors of individuals.