Show Less
Restricted access

Perspectives in Communication Studies

Festschrift in Honor of Prof. Dr. Ayseli Usluata

Edited By Ayşe Binay Kurultay and Burcu Sabuncuoğlu Peksevgen

This book brings together friends and colleagues of Prof. Dr. Ayseli Usluata who cherish her as a person as well as an academic. As we have all experienced, Prof. Usluata’s major passion is advancing academia as an interdisciplinary collaboration. Thus, this book’s aim is to bring together current original works in communication studies and business communication fields. This volume is intended to provide an intellectual, multi-faceted and balanced collection of writings from various academic fields with a communication focus. Academic articles in this book range from branding cases to advertising studies and to media education.

Show Summary Details
Restricted access

E. Sahra Öztürk - Happiness Theme in Advertising Messages: An Investigation of ETI Jingle


| 161 →

E. Sahra Öztürk

Happiness Theme in Advertising Messages: An Investigation of ETI Jingle

In order to secure a place in the global competitive arena, brands adopt the concept of happiness in their campaigns and marketing strategies. This ensures brands to develop a long-term communication strategy with their target market and most importantly create the foundation of brand loyalty. Emotional marketing aims to create an emotional bond between the consumer and the brand; and that help consumers to enrich their dreams and memories, to add meaning to their lives and therefore prioritizing them to have positive experience (Rytel, 2009, p. 30–38). Thus, brands prioritize using the concept of happiness for this reason and concentrate on doing research to gain insights through consumer emotions.

Coca-Cola, a worldwide company that fortifies the consumer’s bond with the concept of happiness, manifests using emotional marketing efficiently with various themes of happiness it appropriates. For example, Coca-Cola aims to own happiness using communication messages in its 2015 campaign in Turkey such as “open the lid for happiness”, “a million reasons to be happy”. The brand created a hashtag in Turkey on Twitter “#mutlulugakapakac (open the lid for happiness) and its communication messages with the central idea of happiness on its Facebook page also get’s millions of likes. Coca Cola, which uses different versions of the communication messages with the central idea of happiness, strengthens its bond with its consumers as such (

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.