Analysing the Effectiveness of the Personality Symbols Part 2

7. Dalin’s chicks Hazır Kart is a prepaid service generating a new demand for Turkcell mobile communications and used two different personality symbols. One of them was a stick man known as Cin Ali in the Turkish culture and was an inter-textual personality symbol. The other personality symbol was a human called ‘Free Girl’. Hazır Kart is for the subscribers who want to control their budgets with their calls or have more incoming than outgoing calls. Hazır Kart’s main targeted market is the university students. Since 2003 the company stopped using its personality symbols. 8. Hazır Kart’s personality symbols: Stick man and Free Grill Turkcell is one of the GSM operator’s that did not used personality symbols for Hazır Kart only it had always preferred to have personality symbols. It was established in 1993. Turkcell’s target market has a large range. It defines its target market as the people who like to have full reception and be in the coverage area everywhere they are, at all time. “It aims to reach business people or those whose time is important”. According to the research conducted by Ekdi (2005) Turkcell is declared as a prestigious brand among the others and constructs its customer profile accordingly (p.147). Their first personality symbol was an illusionary/abstract one. He is called Cell-zi, a yellow character dressed liked a waiter with an upper part of its body like a snail and a bottom like a rabbit. According to the information gathered from the advertising agency Cell-zi is a young male who loves to learn. 9. Cell-zi In time Cell-zi had friends and family members from different sexes and ages whom had all similar abstract appearances with snail’s antennas. For him using technology is a great pleasure. Turkcell has also used many celebrities among its personality symbols. For example, Raga Oktay, Kadir Çöpdemir, Haluk Bilginer and Gürse Birsel. Turkcell’s recent personality symbol is called Cello-can. The well know advertiser Serdar Erener says that while he was creating the Cello-can he preferred to touch people’s heart not to their mind (Platin Magazine, 2001,http://www.reklamazzi.com/reklamcinin-gercek-odulu-yaptigi-isin-populerligidir.131171.htm) Cello-cans are different children aged around 4-6. They are dressed up like Cell-zi. They have a hat which has yellow antennas just like the Cell-zi. 10. Cell-zi’s family 11. Turkcell’s latest personality symbol Cello-cans Methodology of the research: The research has three parts. The first part covers the information collected by the related advertising agencies. By using scheduled interviews with the advertising agencies, personality symbols were thoroughly analysed from their colours to their surroundings. Advertising agencies creative and strategic directors were asked what kind of associations or attachments they have aimed to create. Along with the information given by the agencies, data from secondary sources such as advertising magazines and previously done researches have been used to have a better understanding of the personality symbols. Then, in depth interviews have been conducted with the selected 10 audiences who possessed the main characteristics of the target market of the chosen personality symbols. The main aim was to do a deeper analysis of the perceptions of the personality symbols. In addition to these 10 in depth interviews focus groups have been formed. For forming the groups and analysing them Morgan’s (1998) suggestions have been followed. During the research not only what people think but how they think and why they think that way about the personality symbols has been examined. The final part of the research compares the outcomes of the information obtained from the interviews had with the advertising agencies and the information received from the related personality symbol’s target market audiences. Data Gathering: The research is based on secondary and primary data. Secondary data’s are collected from previously published articles, researches and chosen brands’ announcements. For two of the personality symbols –Free Girl and Cin Ali- which are not in use today the outcomes of the two previously done MA researches’ have been used. The primary data for every personality symbol was collected from the relevant advertising agencies. The advertising agency Y & R Reklamevi Reklamcılık A.Ş. provided information about the Hazır Kart’s and the Turkcell’s personality symbols. Mr.Deniz of San Graphic in İstanbul who is the main creator of Cell zi also provided some vital information regarding Turkcell’s personality symbol. Dalin’s (baby shampoo) personality symbols’ information was also collected from the same advertising agency. For Algida’s Lion Max personality symbol the information collected from the Ogilvy &Mather Reklamcılık A.Ş. Apart from 10 audiences with whom in depth interviews have been conducted 76 people have also joined to the focused groups. For Hazır Kart’s and Turkcell’s first personality symbols İpek Halim’s (2002) and Barış Ekdi’s (2005) MA Thesis has been used. For Turkcell’s latest personality symbol three focus groups have been organized with 24 participants. For Dalin two focus groups have been conducted with twenty three (23) participants. For Max three focus groups realised with thirty (30) informants. All the focus group participants have asked to watch a recorded commercial break where the researched commercials have been inserted in. After having watched the commercials they were asked to indicate the commercials they remember and enjoy watching. After learning if they like and remember the commercials with personality symbols or not then they have been asked to only watch the commercial with the personality symbol and reflect their ideas, feelings about the personality symbols. Sample of the research: Different personality symbols are chosen. They have different technical executions, different types and aim to reach to different target markets. For example; Lion Max is a cartoon animal personality symbol which aims to reach children. Cin Ali is a two dimensional drawing (stick man). It is an inter-textual personality symbol that aims to communicate with young people and to convince them that the pre-paid phone system is easy to use. Free Girl is a human personality symbol-young woman- which aims to reach mostly young people. The chicks of Dalin baby shampoo are three dimensional stop motion model animals which aim to reach mothers with average income. Cell zi is a unique, abstract, illusionary personality symbol. Cell zi has a wide target market, from young to elderly people. Cello-can is a human personality symbol – children- which derived from Cell-zi. Limitations of the Study: This research only aims to analyse the process of communication between personality symbols and the defined target market. The research does not aim to analyse the interrelations with the personality symbols and the every viewer. The findings of this research are not intended to give implications on complete advertising strategies of the brands. For example, the research does not question if the target markets are chosen correctly or the timing or the frequency of appearance of the commercials. Also, it should be kept in mind that the samples have been chosen from the Turkish media and might have some different interpretations in different cultures. 5. Findings: The Effectiveness of the Personality Symbols Commercials with personality symbols take the attention of their target market. The majority of the participants have said that such commercials are on their favourite commercial lists. Thus, the related target market is not only aware of such commercials but also enjoy watching them. After finding out that in general the personality symbols are found interesting they have been asked to analyse each and every one in details. Free Girl: Participants indicated that they associated Free Girl with freedom and discovery. These were the intended feeling which the advertising agency aimed to transfer to the target market. The same majority of the participants pointed out that they enjoyed watching Free Girl as the music and the story of the commercial was appealing and exciting. A few of the participants stressed that Free Girl is not a realistic character and does not fit into the Turkish traditions. Although the ones who bring into such claims were little in numbers they were very aloud and rigid in their ideas (Halim, 2002, pp93-94). Cin Ali: According to Halim’s (2002) research to the question “what does Cin Ali mean in Hazır Kart commercials” 84.44% of the informants claimed that Cin Ali reminds them of their childhood or the elementary school. He is funny, young, dynamic and simple. Such explanations had matched with the advertising agencies reason for choosing Cin Ali as their personality symbol (2002, pp92-93). The agency suggests that just in the way when Cin Ali in our elementary schools taught us how to read and write he will now teach us how to use prepaid phones. Everything is simple in our old friend’s world. If he uses this system this means that everyone can do so, too. It is also important to have a look at the other 15% participants’ interpretations. Whereas some of them have said that Cin Ali reminds them their stressful school life some others said that they find Cin Ali unserious and week. Turkcell’s first –abstract- personality symbol Cell-zi mostly defined as sympathetic and reliable. Its antennas have been found as very attention drawing. On the other hand, very few of the participants were able to defined Cell-zi as a combination of a snail and a rabbit. Mostly the informants said that they cannot understand what he is. One participant said that it’s an ant and two of the other participant defined Cell zi as a bee. The middle aged and the business running participants found Cell-zi childish. They said that they cannot take Cell-zi as serious. It was said that, he is not suitable for Turkcell as it is a cartoon character. Although in general Cell-zi’s antennas draw people’s attention and it is associated with good coverage area it also provides some unintended and unwanted readings as well. The participants also said that it has a very eye catching, vivid colour. About his black jacket and the bow-tie it has been said that it gives him a cute, kind and a respectful look. Cello-can: Cello-cans’ catch attention of the participants too. Mostly they are defined as cute. Two of the female participants defined them as angles. “They are angles helping people to solve their communication problems”. In general they have been described as honest, cute, with full of energy and good hearted. Men also said that they like to watch these kids in such costumes running around. Their energy and positive modes affects them, too. On the other hand, one participant in both focus groups have opened a critical conversation on how ‘right’ is it to use children on the commercials. This discussion also takes place on the social media in Turkey. Turkcell has just –in June 2011- ended a competition where they asked the public to offer and to select the children whom they like to be the next Cello-can. Medias like Uludağ dictionary has suggested that Cello-cans are unethical and they are abusing the families as well as the children and the audiences (www.uludagsozluk.com/k/cellocan/). Ocakoğlu (2006) has also given space to Cello-can in her article and suggested that children are affected from this character. She says that there are many kids who are willing to dress up like cello-can. She also suggests for further researches to analyze how such commercials might affect the children and also argued that law should be clearer and must always be protective of the child (http://www.turkcebilgi.com/kose_yazisi_90846_gunseli-ozen- ocakoglu-cocuklarin-reklamlarda-rol-almasi-sakincali-mi.html). Such discussions might of course affect the success of the personality symbol in a negative way. Dalin’s chicks: Apart from two mothers all the mother participants said that chicks of Dalin remind them of purity, softness and sensitivity. They liked Dalin’s chicks, their dances in the bath and every mother has learnt the song they sing by heart. It was interesting to see that they were all singing the song as the chicks were doing. The mothers said that the way the chicks sing is one of the reasons why they like them and think that they are cute. A few of the mothers had also said that the chicks are like their children. Apart from all these matching, positive claims one mother said that Dalin’s chicks remind her of another commercial. In the focus groups of Dalin all the mothers said that they like and enjoy watching Dalin’s commercials. Max: In the focus groups of the Algida’s Max ice cream all of the children said that they like Lion Max. There was no difference among the girl and the boy respondents. They defined Max as powerful, active, and strong. They also said that they want to be like him. Three of the participant children said that they prefer him-Max- to be their friend. While, most of the children focused on the personality symbol, a few of the children mentioned the surroundings of Max as well. They mentioned about the clouds, temple and the monsters. Just one child, who is 6 years old, said that she does not like the monsters. As she is afraid of them. Summary of the results Personality symbols do take attention and it is easy to remember them. In the light of all the information gathered from previously conducted surveys and the in depth interviews, it can be suggest that in the case of abstract/illusionary personality symbols like Cell-zi which is the combination of the two different animals, present problems of identification by its target market and when it becomes difficult to tell what it is it might lead to some unwanted multiple readings. On the other hand, the attached associations to the Cell-zi have also been understood as it is intended. Cell-zi has been a widely discussed personality symbol. While some of its target market liked and interpreted it in the way as the agency intended to some others strongly found it inappropriate for the brand and had association problems. The reason for such misinterpretations and different readings is mostly caused by the wideness of its target markets. That was the reason why the advertising agency created Cell-zi’s family. Cell-Jr who enjoys football, Cellita who loves shopping and Cell-dede who was in his 70’s but still feels young. Through the Cell family the company aimed to be able to reach different segments however the participants of the focus group clearly expressed that they do not feel close to the Cell–zi family too. Whereas some of the participants said that they do not like Cell-zi some others claimed that by adding the family members to the commercial it became more childish and boring. This leads us to think that cartoon, unreal personality symbols can be attention drawing but can also make the possibility childish and despise. When Cell-zi converted into a human/child its interpretations started to be better. Cello Cans are defined and appreciated more than the Cell-zi however using a human easily provokes cultural discussions especially when it is a child. Free Girl like Cello Cans and some other human personality symbols provoked cultural discussions, too. Not only in Turkey but also in different cultures we come across with such problems in the usage of a human personality symbol. For example, Aunt Jemima who is a human personality symbol was under criticism that her image of a black mammy in a kerchief was supporting the gender and ethnic inequality. Human personality symbols might also easily be out-dated very easily. For example a well- known human personality symbol Betty Crooker’s dressing, hairstyle, make up and even age and skin colour has changed more than five times since it is introduced (Batra, R. Myers, J. G. Aaker D, A, 1996, pp. 323-324). Along the way another well- known human personality symbol the image of the Kentucky Fried Chicken have been changed to reflect the changing culture. The old man with glasses started to shoot hoops and dance. KFC ad Chief Terry Davenport says that by changing their personality symbols appearance and especially updating its attitudes the sales consistently increased. (USA today ad track http://www.usatoday.com/money/index/ad246.htm). 12. Up dated human personality symbol: Betty Crooker Like humans, animals are very widely used as personality symbols. In Dalin’s case its personality symbol is chicks and they are able to take attention and it is interpreted as it is intended to by its target market. The success of this personality symbol lies on being able to create a good connection between the chicks and the children. The song of the commercial enhanced its appeal, too. Plus, its well defined and relatively narrow target market paid an important role in the success of the personality symbol. The participants’ claims also highlight that the environment as well as the music, song or the jingle has a great role in increasing the effectiveness of the personality symbols. Such as Dalin’s, Max’s and Free Girl’s success enhanced by their jingles and music. It helps the target market to read the intended message in the way initially desired. In general the supporting elements of the personality symbol such as music, images, colours, and environment affect the success of the personality symbols. On the other hand, the continuing story telling in the commercials as in the case of the Free Girl might draw the attention away from reading the personality symbol and the audiences might focus more on the story itself. The outcomes can also be itemised into three groups. 1: Listing the possible advantages of using a personality symbol. 2: Listing the possible disadvantages of the personality symbols and 3: Highlighting some significant elements that might assist one to develop successful personality symbols. 1. Group, The advantages of using a personality symbol in commercials They attract attention They are mostly remembered Generally understood as intended Just showing a part of a strong personality symbol can remind of the full personality symbol and sustain the same effect of the complete personality symbol. This characteristic allows the creator to be more creative and gives them a freedom to play/change the personality symbol. Inter-textual personality symbols can be accepted easily and the attributions that are already attached to it can help the personality symbol to be understood in a shorter time with fewer misinterpretations. Using children as personality symbols can create strong emotional effects on the target market. 2. Group, The disadvantages of using personality symbols in commercials They might not be completely understood as intended. Cartoon and puppet personality symbols might be seen childish by adult target market. To understand what the abstract personality symbol might be complicated and difficult. Human personality symbols can easily provoke cultural discussions. Non target media can re-produce the meaning of the personality symbol and can add some unplanned attributions to it. Therefore, the perception of the target market can be open to many different influences. Inter-textual personality symbols may bring up its previous attribution and can loosen the connection with the brand. It might remind the older/original text. It becomes difficult to reach to a wide target market with a single personality symbol. 3. Group, The items that can improve the success of the personality symbols can be suggested as; Personality symbol’s environments help them to be understood better. Music, jingles, behaviours, voice and dressing styles are all factors which influences the effects of the personality symbols. Not only the type of the personality symbol should be appropriate to the brand and the target market but also its execution style should be selected accordingly. For developing an effective personality symbol target market must be well defined and studied. Although one of the strengths of the personality symbols is their durability in time they should have slight changes in order to be updated. The stories of the commercials can support the success of the personality symbols. Attention drawing personality symbols are those which are cute and able to touch the target market’s heart. Funny and agile personality symbols grab attention. Animal and cartoon personality symbols can have more impact on the children or on the children’s products. The personality symbol should be relevant to the brand and the target market. Simplicity might be helpful. Some characters work best with simple missions. Conclusion The study examines many different personality symbols. It aims to categorise them and measure how accurately they are read by their target audiences. In other words, it discusses their success and weaknesses. It suggests that although personality symbols can be durable, easy to memorise, attention taking and adaptable to different Medias, platforms and surfaces they can be misinterpreted as well. They are like any other symbol. Can be meaning loaded, complex and can cause multiple readings.