This study aims to systematically examine Beko’s outdoor advertising strategies in the context of building brand perception within urban spaces. Outdoor advertising is increasingly regarded not merely as a tool for promoting products and services in contemporary marketing practices, but as a cultural communication practice that plays a significant role in shaping urban identity and influencing social perception. In this context, advertisements located in urban environments integrate into consumers’ everyday life experiences, creating effects at both visual and cognitive levels; they strengthen the position of brands in social memory and contribute to the continuity of consumer culture. In this study, Beko’s outdoor advertisements positioned on billboards, digital screens, and urban furnishings were analyzed in terms of spatial placement, visual aesthetics, and the dimensions of interaction established with the target audience. This analysis aims to reveal the strategic functions of the advertisements in reinforcing the brand image in consumers’ minds. In particular, the criteria of visibility, continuity, and integration into urban life are central to understanding how Beko’s outdoor advertising creates an effective brand presence within the urban environment. Additionally, the study evaluates the ways in which Beko’s global brand identity is reproduced within local urban contexts. The spatial placement strategies and the use of visual language in advertisements not only reflect the brand’s global identity but are also reinterpreted within the context of local consumer culture and urban spaces. As a result, the brand is positioned not merely as a commercial actor but also as an agent actively engaged in the visual and cultural fabric of urban life.
Beko, Brand, Advertisement, Space, Perception
| Author : | Tahir Çelikbağ -Həşim ELÇİYEV |
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| Number of pages: | 306-326 |
| DOI: | http://dx.doi.org/10.29228/usved.87765 |
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