Öz
This study examines Toyota Corolla Cross Hybrid advertisements across seven markets: Türkiye, Pakistan, Indonesia, Canada, South Africa, Thailand, and Singapore. It explores how Toyota adapts its global brand identity to appeal to local audiences through various storytelling techniques. Using a combination of narrative, visual, and semiotic analysis, the research investigates how Toyota shapes its ads to reflect diverse cultural contexts while maintaining core brand values such as innovation, sustainability, and reliability. The findings reveal that universal themes like family, adventure, and modernity are consistently emphasized across all markets. However, local adaptations in narrative style, character portrayal, and visual symbolism play a significant role in fostering emotional connections with audiences. For example, certain markets emphasize regional values by using local symbols and cultural references, deepening consumer engagement. These localized elements allow Toyota to craft more authentic and culturally relevant messages for each audience. As a result, Toyota strengthens consumer loyalty by making its global messaging more relatable on a personal level. The study suggests that Toyota successfully balances global brand consistency with local relevance, creating effective advertisements across diverse cultural landscapes while preserving its core identity and values.
Anahtar Kelimeler
cultural adaptation storytelling advertising strategies global brand visual semiotics
Kaynakça
- Agustia, K. T. S., Dewi, P.C., ve Kurniawan, I. B. (2023). The Semiotic visual analysis of nonverbal language in hotel advertisements. International Journal of Linguistics and Discourse Analytics, 5(1), 24-33. https://doi.org/10.52232/ijolida.v5i1.101.
- Amangeldiyeva, G. S., Toktagazin, M. B., Omarov, Z. B., Tapanova, S. S., ve Nurtazina, R. A. (2022). Storytelling in media communication: Media and art models. International Journal of Criminology and Sociology, 9, 3166–3174. https://doi.org/10.6000/1929- 4409.2020.09.383.
- Aicha, A. B., ve Bouzaabia, R. (2023). The effects of video storytelling advertising on consumers’ online reactions on Facebook: A cross cultural study. Qualitative Market Research, 26(3), 247-268. https://doi.org/10.1108/QMR-06-2022-0101.
- Coker, K. K., Flight, R. L. ve Baima, D. M. (2021). Video storytelling ads vs argumentative ads: How hooking viewers enhances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622. https://doi.org/10.1108/JRIM-05-2020-0115.
- Craig, C. S., ve Douglas, S. P. (2006). Beyond national culture: Implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342. https://doi.org/10.1108/02651330610670479.
- Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1), 168-180. https://doi.org/10.1207/s15327663jcp1401&2_19.
- De Mooij, M. (2021). Global marketing and advertising: understanding cultural paradoxes. Sixth Edition. Online Resource: SAGE Publications
- Fog, K., Budtz, C. ve Yakaboylu, B. (2010). Storytelling: Branding in practice. Springer. Herman, D. (2007). Storytelling and the sciences of mind: Cognitive narratology, discursive psychology, and narratives in face-to-face interaction. Narrative, 15(3), 306-334. https://dx.doi.org/10.1353/nar.2007.0023
- Kang, J‐A., Hong, S. ve Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
- Kraidy, M. M. (2005). Hybridity, or the cultural logic of globalization. Temple University Press.
- Momos, L, J., ve Tsuma, E. (2020). The influence of cultural context on international strategy. The Strategic Journal of Business & Change Management, 7(3), 216–222. Retrieved from https://strategicjournals.com/index.php/journal/article/view/1667
- Phillips, B. J., ve McQuarrie E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368-392. https://doi.org/10.1086/653087.
- Riessman, C. K. (2008). Narrative methods for the human sciences. SAGE Publications, Inc. Rodinova, N., Balyk, U., Korobko, Y., ve Plekhanova, T. (2023). Brand storytelling in the age of short attention spans: Strategies for effective communication. Marketing and Branding Research, 10(1), 1-16. https://doi.org/10.32038/mbr.2023.10.01.01
- Rose, G. (2022). Visual Methods. An introduction to researching with visual materials. (Fifth Edition). SAGE Publications Limited.
Öz
Bu çalışma, Toyota Corolla Cross Hybrid reklamlarını Türkiye, Pakistan, Endonezya, Kanada, Güney Afrika, Tayland ve Singapur olmak üzere yedi farklı pazarda incelemektedir. Çalışma, Toyota'nın küresel marka kimliğini, yerel kitlelere hitap edecek şekilde çeşitli hikaye anlatım tekniklerini kullanarak nasıl uyarladığını araştırmaktadır. Anlatı, görsel ve göstergebilimsel analizlerin bir kombinasyonu yoluyla, Toyota'nın reklamlarını çeşitli kültürel bağlamlara göre nasıl şekillendirdiği ve bunu yaparken yenilik, sürdürülebilirlik ve güvenilirlik gibi temel marka değerlerini nasıl koruduğu incelenmektedir. Çalışmanın bulguları, aile, macera ve modernlik gibi evrensel temaların tüm pazarlarda tutarlı bir şekilde vurgulandığını ortaya koymaktadır. Ancak, yerel bağlama göre uyarlanan anlatım tarzı, karakter tasviri ve görsel sembolizm, izleyicilerle duygusal bağ kurma açısından önemli bir etkiye sahip olabilir. Örneğin, bazı pazarlar, yerel semboller ve kültürel referanslar kullanarak bölgesel değerleri öne çıkarmakta ve tüketicilerle daha derin bir duygusal bağ kurmayı hedeflemektedir. Bu yerelleştirilmiş unsurlar, Toyota'nın her bir izleyici kitlesine daha özgün ve kültürel açıdan anlamlı mesajlar sunmasına yardımcı olmaktadır. Sonuç olarak, Toyota, küresel tutarlılığı korurken yerel uyarlamaları başarıyla dengeleyerek, farklı kültürel bağlamlarda etkili reklamlar üretmekte ve markanın temel kimliğini ve değerlerini korumaktadır.
Anahtar Kelimeler
kültürel adaptasyon hikaye anlatımı reklam stratejileri küresel marka görsel göstergebilim
Kaynakça
- Agustia, K. T. S., Dewi, P.C., ve Kurniawan, I. B. (2023). The Semiotic visual analysis of nonverbal language in hotel advertisements. International Journal of Linguistics and Discourse Analytics, 5(1), 24-33. https://doi.org/10.52232/ijolida.v5i1.101.
- Amangeldiyeva, G. S., Toktagazin, M. B., Omarov, Z. B., Tapanova, S. S., ve Nurtazina, R. A. (2022). Storytelling in media communication: Media and art models. International Journal of Criminology and Sociology, 9, 3166–3174. https://doi.org/10.6000/1929- 4409.2020.09.383.
- Aicha, A. B., ve Bouzaabia, R. (2023). The effects of video storytelling advertising on consumers’ online reactions on Facebook: A cross cultural study. Qualitative Market Research, 26(3), 247-268. https://doi.org/10.1108/QMR-06-2022-0101.
- Coker, K. K., Flight, R. L. ve Baima, D. M. (2021). Video storytelling ads vs argumentative ads: How hooking viewers enhances consumer engagement. Journal of Research in Interactive Marketing, 15(4), 607-622. https://doi.org/10.1108/JRIM-05-2020-0115.
- Craig, C. S., ve Douglas, S. P. (2006). Beyond national culture: Implications of cultural dynamics for consumer research. International Marketing Review, 23(3), 322-342. https://doi.org/10.1108/02651330610670479.
- Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1), 168-180. https://doi.org/10.1207/s15327663jcp1401&2_19.
- De Mooij, M. (2021). Global marketing and advertising: understanding cultural paradoxes. Sixth Edition. Online Resource: SAGE Publications
- Fog, K., Budtz, C. ve Yakaboylu, B. (2010). Storytelling: Branding in practice. Springer. Herman, D. (2007). Storytelling and the sciences of mind: Cognitive narratology, discursive psychology, and narratives in face-to-face interaction. Narrative, 15(3), 306-334. https://dx.doi.org/10.1353/nar.2007.0023
- Kang, J‐A., Hong, S. ve Hubbard, G. T. (2020). The role of storytelling in advertising: Consumer emotion, narrative engagement level, and word‐of‐mouth intention. Journal of Consumer Behaviour, 19(1), 47–56. https://doi.org/10.1002/cb.1793
- Kraidy, M. M. (2005). Hybridity, or the cultural logic of globalization. Temple University Press.
- Momos, L, J., ve Tsuma, E. (2020). The influence of cultural context on international strategy. The Strategic Journal of Business & Change Management, 7(3), 216–222. Retrieved from https://strategicjournals.com/index.php/journal/article/view/1667
- Phillips, B. J., ve McQuarrie E. F. (2010). Narrative and persuasion in fashion advertising. Journal of Consumer Research, 37(3), 368-392. https://doi.org/10.1086/653087.
- Riessman, C. K. (2008). Narrative methods for the human sciences. SAGE Publications, Inc. Rodinova, N., Balyk, U., Korobko, Y., ve Plekhanova, T. (2023). Brand storytelling in the age of short attention spans: Strategies for effective communication. Marketing and Branding Research, 10(1), 1-16. https://doi.org/10.32038/mbr.2023.10.01.01
- Rose, G. (2022). Visual Methods. An introduction to researching with visual materials. (Fifth Edition). SAGE Publications Limited.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Reklam Çözümlemesi, Reklam Kampanyaları, Reklam Stratejileri |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 25 Mart 2025 |
| Gönderilme Tarihi | 20 Ekim 2024 |
| Kabul Tarihi | 27 Kasım 2024 |
| Yayımlandığı Sayı | Yıl 2025 Sayı: 25 |
- Makale Dosyaları