Author(s): Hülya MERT

Image management is one of the fields that not only individuals but also institutions attach importance in our day. Particularly in recent years, it is observed that personal image works have developed, and some attempts have been made by people ranging from artists to politicians, athletes to business managers, and even to the ordinary citizens. In order for these attempts to be successful, it is necessary to accurately build the components of personal image and to ensure its continuity. It can be mentioned that individuals achieving this are more efficient on the target audience.In this context, the personal images of the celebrity people are continuously attempted to be enhanced, and movie or ad vertisement sectors benefit from the fame and recognition of the celebrity people. In this study, it was investigated how the celebrity people reflected their personal image traits in the advertisements by examining the "K?p?r K?p?r Bi' Coca Cola" (lit."A Wriggly Coca Cola") advertisement that Tarkan, the Turkish Pop Music artist, acted in. According to this, it was concluded that personal traits of the artist such as the appearance, character, and verbal or non-verbal communication skills appeared on the scene had parallels with the messages that the advertisement want to convey.


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