Araştırma Makalesi
BibTex RIS Kaynak Göster

ARTIFICIAL INTELLIGENCE AND POSTMODERNISM IN PROMOTION: THE CONVERGENCE OF FICTIONAL REALITIES

Yıl 2025, Cilt: 16 Sayı: 1, 336 - 361, 30.06.2025

Ebru Çil , İsmail Erkan

https://doi.org/10.54688/ayd.1617987

Öz

Although artificial intelligence (AI) technology is not new, its use in the field of marketing has significantly increased over the past decade. Brands have utilized AI technology in promotional activities, particularly to enhance their image, capture consumer attention, and increase engagement, and they have explicitly stated this use. This study demonstrates that the combination of modern promotional activities and AI applications transcends the modern approach and is considered an indicator of postmodernism. In this context, the research aims to examine AI-powered promotional activities within the framework of the distinctive elements of postmodernism. As part of the study, five AI-powered promotional activities published online were analyzed using content analysis, with reference to postmodern characteristics. The findings indicate that hyperreality, fragmentation, and the coexistence of opposites are the focal features of promotional activities created with AI. Following these, the decentering of the subject was also observed. The least observed characteristic was the reversal of production and consumption. Upon the conclusion of the study, recommendations were provided for businesses and future research.

Anahtar Kelimeler

Postmodern Marketing Postmodern Promotional Activities Artificial Intelligence Artifical Intelligence-Powered Promotional Activities

Kaynakça

  • Addis, M., & Podesta, S. (2005). Long life to marketing research: a postmodern view. European Journal of Marketing, 39(3/4), 386-412.
  • Ads of the World. (2024, Aralık 22). Heinz A.I Ketchup. Erişim adresi: https://www.adsoftheworld.com/campaigns/a-i-ketchup
  • Alhassan, Y. M. (2020). The Concept of Postmodernism and Consumption: An Analysis of Existing Literature. 3rd International Student Social Science Congresses.
  • Arango, L., Singaraju, S. P., & Niininen, O. (2023). Consumer Responses to AI-Generated Charitable Giving Ads. Journal of Advertising, 52(4), 486-503.
  • Brown, S. (1994). Marketing as multiplex: Screening postmodernism. European Journal of Marketing, 28(8/9), 27-51.
  • Brown, S. (1995). Postmodern marketing. London: Routledge.
  • Brown, S. (2012). Postmodern marketing: everything must go!, In M. J. Baker (Eds.), The Marketing Book (5. Edition) (s. 16-31). London: Routledge.
  • Bui, H. T., Filimonau, V., & Sezerel, H. (2024). AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions. Journal of Destination Marketing & Management, 34, 100956.
  • Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising. Journal of Advertising, 51(1), 22-38.
  • Çalık, D., & Aaktaş, Ü. N. (2018). Postmodern Advertising New Advertising Approaches in the Postmodern Era. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(12), 227-239.
  • Calvo, A. V., Franco, A. D. & Frasquet, M. (2023). The role of artificial intelligence in improving the omnichannel customer experience. International Journal of Retail & Distribution Management, 51(9/10), 1174-1194.
  • Chen, Y. (2024). Advertising in the Era of Artificial Intelligence. Communications in Humanities Research, 39, 31-38.
  • Çil, E., & Nardalı, S. (2022). Dijital Çağda Öne Çıkan Etkileşimli E-Gerilla Pazarlama Uygulamaları. Akademik Yaklaşımlar Dergisi, 13(2), 407-428.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
  • Downe-Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health Care for Women International, 13(3), 313-321.
  • El Kamel, L., & Rigaux-Bricmont, B. (2011). The Contributions of Postmodernism to the Analysis of Virtual Worlds as a Consumption Experience. The Case of Second Life. Recherche et Applications en Marketing (English Edition), 26(3), 71-92.
  • Erkan, İ. (2020). Tüketicilerin Covid-19 Döneminde Yayınlanan Birlik Beraberlik ve Motivasyon Temalı Reklamlara Yönelik Algıları. Gaziantep University Journal of Social Sciences, 19(COVID-19 Special Issue), 585-600.
  • Farrukh, M., Rafi, S., & Chand, P. (2024). Unlocking consumer behavior in age of artificial intelligence: A study on tailored data, privacy reservations, and purchase intentions. Journal of Social Research Development, 5(2), 297-308.
  • Fırat, A. F., & Venkatesh, A. (1995). Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239-267.
  • Fırat, F. A., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing. Marketing Theory, 6(2), 123-162.
  • Fırat, F. A., Dholakia, N., & Venkatesh, A. (1995). Marketing in a postmodern world. European Journal of Marketing, 29(1), 40-56.
  • Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. (2023). AI advertising: An overview and guidelines. Journal of Business Research, 166, 1-15. 114124.
  • Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization. SAGE Open, 13(4). https://doi.org/10.1177/21582440231210759
  • Goneos-Malka, A., Grobler, A., & Strasheim, A. (2013). Suggesting new communication tactics using digital media to optimise postmodern traits in marketing. Communicatio, 39(1), 122–143.
  • González, S. A., Bautista, P. S., & López, C. S. (2023). Neuromarketing e inteligencia artificial: el caso de la campaña 'con mucho acento' de Cruzcampo. Index. comunicación: Revista científica en el ámbito de la Comunicación Aplicada, 13(2), 147-169.
  • Heinz. (2024, Aralık 22). Heinz A.I. Ketchup. Erişim adresi: https://www.youtube.com/watch?v=LFmpVy6eGXs
  • Hootsuite. (2024). Social Trends 2024. Hootsuite.
  • Hootsuite. (2025, Ocak 03). Social Media Trends 2025. Erişim adresi: https://bit.ly/3WcmWz6
  • Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50.
  • Kitchen, P. J., & Proctor, T. (2015). Marketing communications in a post-modern world. Journal of Business Strategy, 36(5), 34-42.
  • Lin, C.-H. (2011). Personality, value, life style and postmodernism consumer behavior: a comparison among three generations. International Journal of Organizational Innovation, 3(3), 203-230.
  • Lynch, S. (2017, Mart 10). Andrew Ng: Why AI Is the New Electricity. Stanford Graduate School of Business. Erişim adresi: https://www.gsb.stanford.edu/insights/andrew-ng-why-ai-new-electricity
  • Miller, E. J., Steward, B. A., Witkower, Z., Sutherland, C. A. M., Krumhuber, E. G., & Dawel, A. (2023). AI Hyperrealism: Why AI Faces Are Perceived as More Real Than Human Ones. Psychological Science, 34(12), 1390-1403.
  • Odabaşı, Y. (2009). Postmodern Pazarlama (3. Baskı). İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Odabaşı, Y. (2021). Postmodern Pazarlamayı Anlamak - Değişimler, Yönelimler, Esintiler (2. Baskı). İstanbul: The Kitap Yayınları.
  • Patterson, M. (1998). Direct marketing in postmodernity: neo-tribes and direct communications. Marketing Intelligence & Planning, 16(1), 68-74.
  • Peyravi, B., Nekrošienė, J., & Lobanova, L. (2020). Revolutionised technologies for marketing: Theoretical review with focus on artificial intelligence. Business: Theory and Practice, 21(2), 827–834.
  • Shams, S. M. (2013). Modernism to Postmodernism: The Transdisciplinary Mode-2 Knowledge Production of Relationship Marketing. International Journal of Customer Relationship Marketing and Management, 4(3), 44-56.
  • Sivathanu, B., Pillai, R., & Metri, B. (2023). Customers' online shopping intention by watching AI-based deepfake advertisements. International Journal of Retail & Distribution Management, 51(1), 124-145.
  • Sunal, G., & Kara, A. S. (2021). Sen Hep Gülümse Reklam Filminin Göstergebilimsel Çözümlenmesi Üzerinden Eleştirel Bir Değerlendirme. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 34.
  • Taş, E., Ünal, S., & Erkan, İ. (2019). Tüketicilerin sivil toplum kuruluşlarına yönelik farkındalıkları üzerinde viral pazarlama uygulamalarının etkisi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 2013-2036.
  • The Coca Cola Company. (2024, Aralık 22). Coca Cola Brings Together Iconic Andy Warhol Painting with Illustrious Roster of Master Classics and Contemporary Works in New Global ‘Masterpiece’ Campaign. Erişim adresi: https://www.coca-colacompany.com/media-center/coca-cola-launches-masterpiece-campaign
  • The Coca Cola Company. (2024, Aralık 22). Coca Cola Invites Digital Artists to ‘Create Real Magic’ Using New AI Platform. Erişim adresi: https://www.coca-colacompany.com/media-center/coca-cola-invites-digital-artists-to-create-real-magic-using-new-ai-platform
  • VML. (2024, Aralık 22). KitKat let AI do the marketing work so that we could 'Have AI Break'. Erişim adresi: https://www.vml.com/work/have-ai-break

TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI

Yıl 2025, Cilt: 16 Sayı: 1, 336 - 361, 30.06.2025

Ebru Çil , İsmail Erkan

https://doi.org/10.54688/ayd.1617987

Öz

Yapay zekâ teknolojisi yeni olmamakla birlikte, pazarlama alanındaki kullanımı son on yılda önemli ölçüde artmıştır. Markalar, özellikle imajlarını geliştirmek, tüketicinin dikkatini çekmek ve onlarla etkileşimlerini artırmak amacıyla tutundurma faaliyetlerinde yapay zekâ teknolojisinden yararlanmış ve bu kullanımı açıkça ifade etmiştir. Bu çalışmada, modern tutundurma faaliyetleri ile yapay zekâ uygulamalarının birleşiminin, modern yaklaşımın ötesine geçerek postmodernizmin bir göstergesi olarak değerlendirildiği ortaya konmuştur. Bu bağlamda, araştırma yapay zekâ ile güçlendirilmiş tutundurma faaliyetlerini, postmodernizmin ayırt edici unsurları çerçevesinde incelemeyi amaçlamaktadır. Çalışma kapsamında, internet üzerinde yayımlanan beş yapay zekâ ile güçlendirilmiş tutundurma faaliyeti içerik analizi yöntemiyle incelenmiş ve postmodern özellikler referans alınarak analiz edilmiştir. Bulgular, bu faaliyetlerde hiper gerçeklik, parçalanmışlık ve karşıtların birlikteliği unsurlarının odak özellikler olduğunu göstermektedir. Bu unsurları takiben, öznenin merkezsizleşmesi de gözlemlenmiştir. Üretim ve tüketimin yer değiştirmesi ise en az gözlemlenen ayırt edici unsur olarak belirlenmiştir. Araştırma sonunda işletmelere ve gelecekteki çalışmalara yönelik öneriler bulunulmuştur.

Anahtar Kelimeler

Postmodern Pazarlama Postmodern Tutundurma Faaliyetleri Yapay Zekâ Yapay Zekâ Destekli Tutundurma Faaliyetleri

Kaynakça

  • Addis, M., & Podesta, S. (2005). Long life to marketing research: a postmodern view. European Journal of Marketing, 39(3/4), 386-412.
  • Ads of the World. (2024, Aralık 22). Heinz A.I Ketchup. Erişim adresi: https://www.adsoftheworld.com/campaigns/a-i-ketchup
  • Alhassan, Y. M. (2020). The Concept of Postmodernism and Consumption: An Analysis of Existing Literature. 3rd International Student Social Science Congresses.
  • Arango, L., Singaraju, S. P., & Niininen, O. (2023). Consumer Responses to AI-Generated Charitable Giving Ads. Journal of Advertising, 52(4), 486-503.
  • Brown, S. (1994). Marketing as multiplex: Screening postmodernism. European Journal of Marketing, 28(8/9), 27-51.
  • Brown, S. (1995). Postmodern marketing. London: Routledge.
  • Brown, S. (2012). Postmodern marketing: everything must go!, In M. J. Baker (Eds.), The Marketing Book (5. Edition) (s. 16-31). London: Routledge.
  • Bui, H. T., Filimonau, V., & Sezerel, H. (2024). AI-thenticity: Exploring the effect of perceived authenticity of AI-generated visual content on tourist patronage intentions. Journal of Destination Marketing & Management, 34, 100956.
  • Campbell, C., Plangger, K., Sands, S., & Kietzmann, J. (2022). Preparing for an Era of Deepfakes and AI-Generated Ads: A Framework for Understanding Responses to Manipulated Advertising. Journal of Advertising, 51(1), 22-38.
  • Çalık, D., & Aaktaş, Ü. N. (2018). Postmodern Advertising New Advertising Approaches in the Postmodern Era. Avrasya Sosyal ve Ekonomi Araştırmaları Dergisi, 5(12), 227-239.
  • Calvo, A. V., Franco, A. D. & Frasquet, M. (2023). The role of artificial intelligence in improving the omnichannel customer experience. International Journal of Retail & Distribution Management, 51(9/10), 1174-1194.
  • Chen, Y. (2024). Advertising in the Era of Artificial Intelligence. Communications in Humanities Research, 39, 31-38.
  • Çil, E., & Nardalı, S. (2022). Dijital Çağda Öne Çıkan Etkileşimli E-Gerilla Pazarlama Uygulamaları. Akademik Yaklaşımlar Dergisi, 13(2), 407-428.
  • Davenport, T., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24-42.
  • Downe-Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health Care for Women International, 13(3), 313-321.
  • El Kamel, L., & Rigaux-Bricmont, B. (2011). The Contributions of Postmodernism to the Analysis of Virtual Worlds as a Consumption Experience. The Case of Second Life. Recherche et Applications en Marketing (English Edition), 26(3), 71-92.
  • Erkan, İ. (2020). Tüketicilerin Covid-19 Döneminde Yayınlanan Birlik Beraberlik ve Motivasyon Temalı Reklamlara Yönelik Algıları. Gaziantep University Journal of Social Sciences, 19(COVID-19 Special Issue), 585-600.
  • Farrukh, M., Rafi, S., & Chand, P. (2024). Unlocking consumer behavior in age of artificial intelligence: A study on tailored data, privacy reservations, and purchase intentions. Journal of Social Research Development, 5(2), 297-308.
  • Fırat, A. F., & Venkatesh, A. (1995). Liberatory postmodernism and the reenchantment of consumption. Journal of Consumer Research, 22(3), 239-267.
  • Fırat, F. A., & Dholakia, N. (2006). Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing. Marketing Theory, 6(2), 123-162.
  • Fırat, F. A., Dholakia, N., & Venkatesh, A. (1995). Marketing in a postmodern world. European Journal of Marketing, 29(1), 40-56.
  • Ford, J., Jain, V., Wadhwani, K., & Gupta, D. G. (2023). AI advertising: An overview and guidelines. Journal of Business Research, 166, 1-15. 114124.
  • Gao, B., Wang, Y., Xie, H., Hu, Y., & Hu, Y. (2023). Artificial Intelligence in Advertising: Advancements, Challenges, and Ethical Considerations in Targeting, Personalization, Content Creation, and Ad Optimization. SAGE Open, 13(4). https://doi.org/10.1177/21582440231210759
  • Goneos-Malka, A., Grobler, A., & Strasheim, A. (2013). Suggesting new communication tactics using digital media to optimise postmodern traits in marketing. Communicatio, 39(1), 122–143.
  • González, S. A., Bautista, P. S., & López, C. S. (2023). Neuromarketing e inteligencia artificial: el caso de la campaña 'con mucho acento' de Cruzcampo. Index. comunicación: Revista científica en el ámbito de la Comunicación Aplicada, 13(2), 147-169.
  • Heinz. (2024, Aralık 22). Heinz A.I. Ketchup. Erişim adresi: https://www.youtube.com/watch?v=LFmpVy6eGXs
  • Hootsuite. (2024). Social Trends 2024. Hootsuite.
  • Hootsuite. (2025, Ocak 03). Social Media Trends 2025. Erişim adresi: https://bit.ly/3WcmWz6
  • Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in marketing. Journal of the Academy of Marketing Science, 49, 30-50.
  • Kitchen, P. J., & Proctor, T. (2015). Marketing communications in a post-modern world. Journal of Business Strategy, 36(5), 34-42.
  • Lin, C.-H. (2011). Personality, value, life style and postmodernism consumer behavior: a comparison among three generations. International Journal of Organizational Innovation, 3(3), 203-230.
  • Lynch, S. (2017, Mart 10). Andrew Ng: Why AI Is the New Electricity. Stanford Graduate School of Business. Erişim adresi: https://www.gsb.stanford.edu/insights/andrew-ng-why-ai-new-electricity
  • Miller, E. J., Steward, B. A., Witkower, Z., Sutherland, C. A. M., Krumhuber, E. G., & Dawel, A. (2023). AI Hyperrealism: Why AI Faces Are Perceived as More Real Than Human Ones. Psychological Science, 34(12), 1390-1403.
  • Odabaşı, Y. (2009). Postmodern Pazarlama (3. Baskı). İstanbul: Kapital Medya Hizmetleri A.Ş.
  • Odabaşı, Y. (2021). Postmodern Pazarlamayı Anlamak - Değişimler, Yönelimler, Esintiler (2. Baskı). İstanbul: The Kitap Yayınları.
  • Patterson, M. (1998). Direct marketing in postmodernity: neo-tribes and direct communications. Marketing Intelligence & Planning, 16(1), 68-74.
  • Peyravi, B., Nekrošienė, J., & Lobanova, L. (2020). Revolutionised technologies for marketing: Theoretical review with focus on artificial intelligence. Business: Theory and Practice, 21(2), 827–834.
  • Shams, S. M. (2013). Modernism to Postmodernism: The Transdisciplinary Mode-2 Knowledge Production of Relationship Marketing. International Journal of Customer Relationship Marketing and Management, 4(3), 44-56.
  • Sivathanu, B., Pillai, R., & Metri, B. (2023). Customers' online shopping intention by watching AI-based deepfake advertisements. International Journal of Retail & Distribution Management, 51(1), 124-145.
  • Sunal, G., & Kara, A. S. (2021). Sen Hep Gülümse Reklam Filminin Göstergebilimsel Çözümlenmesi Üzerinden Eleştirel Bir Değerlendirme. İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi (İNİF E-Dergi), 34.
  • Taş, E., Ünal, S., & Erkan, İ. (2019). Tüketicilerin sivil toplum kuruluşlarına yönelik farkındalıkları üzerinde viral pazarlama uygulamalarının etkisi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 2013-2036.
  • The Coca Cola Company. (2024, Aralık 22). Coca Cola Brings Together Iconic Andy Warhol Painting with Illustrious Roster of Master Classics and Contemporary Works in New Global ‘Masterpiece’ Campaign. Erişim adresi: https://www.coca-colacompany.com/media-center/coca-cola-launches-masterpiece-campaign
  • The Coca Cola Company. (2024, Aralık 22). Coca Cola Invites Digital Artists to ‘Create Real Magic’ Using New AI Platform. Erişim adresi: https://www.coca-colacompany.com/media-center/coca-cola-invites-digital-artists-to-create-real-magic-using-new-ai-platform
  • VML. (2024, Aralık 22). KitKat let AI do the marketing work so that we could 'Have AI Break'. Erişim adresi: https://www.vml.com/work/have-ai-break
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Ebru Çil 0000-0002-8748-3548

İsmail Erkan 0000-0003-1271-3481

Erken Görünüm Tarihi 27 Haziran 2025
Yayımlanma Tarihi 30 Haziran 2025
Gönderilme Tarihi 11 Ocak 2025
Kabul Tarihi 10 Mayıs 2025
Yayımlandığı Sayı Yıl 2025 Cilt: 16 Sayı: 1

Kaynak Göster

APA Çil, E., & Erkan, İ. (2025). TUTUNDURMADA YAPAY ZEKÂ VE POSTMODERNİZM: KURGUSAL GERÇEKLİKLERİN BULUŞMASI. Akademik Yaklaşımlar Dergisi, 16(1), 336-361. https://doi.org/10.54688/ayd.1617987
 Kapak Resmi İndir