THE RELATIONSHIP OF ARCETYPES USED IN ADVERTISEMENTS AND THE POSTMODERN CONSUMER: THE EXAMPLE OF YOUTUBE ADVERTISEMENTS OF TURKEY'S 20 MOST VALUABLE BRANDS

Abstract

With the transition from the modern period to the postmodern period, the consumer creates his own identity with hedonistic and imaginative consumption in the period when the fordist production approach is replaced by the postfordist understanding of consumption. In the consumption market, where the competitive environment is increasing, brands use archetypes to differentiate themselves and create a bond with the complex consumer, while aiming to establish a connection with the various features of the postmodern consumer. As a matter of fact, in the postmodern era, consumption shows itself in the external structure where images are at the forefront with the reduction of contemporary archetypes to images after their presentation.

In this study, which aims to determine which archetypes and postmodern consumer characteristics are used and how they are related, on the understanding of the postmodern consumer relationship and connection of the archetypes used in advertisements, the "archetypal branding" model, which Mark and Pearson created after Carl Gustav Jung developed their archetypes, and Thomas With the establishment of the postmodern consumer characteristics of . content analysis was carried out. As a result of the research, it has been seen that 40% of Turkey's most valuable brand has a New Year-themed advertisement on the YouTube platform between the specified dates. It was observed that he used various archetypes in the advertisements and it was found that the archetypes used were related in terms of postmodern consumer characteristics.