Son zamanlarda reklam bazar\u0131 m\u00fcxt\u0259lif sah\u0259l\u0259rd\u0259 \u00f6z\u00fcn\u00fc f\u0259rqli formalarda g\u00f6st\u0259rir. Maraql\u0131s\u0131 budur ki, reklam i\u015fl\u0259ri art\u0131q \u0259d\u0259biyyata da yol tap\u0131b v\u0259 b\u0259dii \u0259s\u0259rl\u0259rd\u0259 \u00f6z\u00fcn\u00fc b\u00fcruz\u0259 verm\u0259yi bacar\u0131b.<\/p>\n
D\u00fcnya \u0259d\u0259biyyat\u0131nda xeyli \u0259s\u0259rl\u0259r var ki, onlarda gizli reklama rast g\u0259lm\u0259k m\u00fcmk\u00fcnd\u00fcr. Amma \u0259d\u0259biyyatda reklam dig\u0259r sah\u0259l\u0259rd\u0259kind\u0259n f\u0259rqlidir. Daha do\u011frusu, onu q\u0259bul edib-etm\u0259m\u0259k m\u0259s\u0259l\u0259si f\u0259rqlidir. Ax\u0131 \u0259d\u0259biyyat intellektual bir sah\u0259dir. V\u0259 bir \u00e7oxlar\u0131 b\u0259dii \u0259s\u0259r oxuyark\u0259n, orada reklam brendi il\u0259 rastla\u015fanda b\u0259z\u0259n q\u0131c\u0131qlan\u0131r. B\u0259z\u0259n is\u0259 buna x\u00fcsusi diqq\u0259t ay\u0131rmadan oxuyub ke\u00e7ir. T\u0259bii ki, oxucu buna x\u00fcsusi diqq\u0259t ay\u0131rmasa bel\u0259, ist\u0259r-ist\u0259m\u0259z \u015f\u00fcuralt\u0131s\u0131nda h\u0259min o brend qal\u0131r. Y\u0259ni reklam bununla da \u00f6z i\u015fini g\u00f6rm\u00fc\u015f olur.<\/p>\n
M\u00f6vzu il\u0259 ba\u011fl\u0131\u00a0\u201cKaspi\u201d<\/strong><\/a>\u00a0q\u0259zetinin yaz\u0131s\u0131n\u0131 t\u0259qdim edirik:<\/p>\n Bazarda q\u0131z\u0131l orta<\/strong><\/p>\n D\u00fcnyada b\u0259dii \u0259d\u0259biyyatda reklam yerl\u0259\u015fdirm\u0259yin q\u0259bul olunmu\u015f, amma yaz\u0131lmam\u0131\u015f bir ne\u00e7\u0259 qanunu var. Birincisi odur ki, reklam h\u0259ddini a\u015fmamal\u0131 v\u0259 kitab reklam jurnal\u0131na d\u00f6nm\u0259m\u0259lidir. Buna g\u00f6r\u0259 d\u0259 bir \u0259s\u0259rd\u0259 maksimum d\u00f6rd brendd\u0259n istifad\u0259 etm\u0259k olar. \u018fks halda oxucu \u0259s\u0259rd\u0259n he\u00e7 bir z\u00f6vq almayacaq. Bu gizli reklamlar\u0131n da h\u0259r bir \u00f6lk\u0259nin kitab bazar\u0131na uy\u011fun qiym\u0259tl\u0259ri var. Qiym\u0259t h\u0259m d\u0259 brendin \u0259s\u0259rd\u0259ki m\u00f6vqeyind\u0259n as\u0131l\u0131d\u0131r. M\u0259s\u0259l\u0259n, brendin kitabda ancaq ad\u0131 ged\u0259, s\u00fcjet x\u0259ttinin bir hiss\u0259si ola, \u0259s\u0259rin ad\u0131na ba\u011flana v\u0259 bununla da, t\u0259bii ki, kitab\u0131n \u00fcz\u00fcnd\u0259 g\u00f6r\u00fcn\u0259, h\u0259tta brendin ad\u0131 \u0259s\u0259rin ba\u015f q\u0259hr\u0259man\u0131n\u0131n ad\u0131 da ola bil\u0259r v\u0259 s. Brendin ad\u0131 \u0259s\u0259rd\u0259 n\u0259 q\u0259d\u0259r geni\u015f formatda \u0259ksini tap\u0131rsa, qiym\u0259ti d\u0259 bir o q\u0259d\u0259r baha olur. V\u0259 \u0259slind\u0259, bununla da oxucuya daha \u00e7ox t\u0259sir etmi\u015f olur. Amma bayaq da dediyim kimi,\u00a0 bunun \u00f6z\u00fc d\u0259 norman\u0131 a\u015fmamal\u0131d\u0131r. Nec\u0259 dey\u0259rl\u0259r, bu i\u015fd\u0259 d\u0259 q\u0131z\u0131l ortan\u0131 itirm\u0259k olmaz.<\/p>\n Marketoloqlar v\u0259 \u0259d\u0259biyyat<\/strong><\/p>\n \u00dcmumiyy\u0259tl\u0259, \u0259d\u0259biyyatda gizli reklam\u0131n ya\u015f\u0131 cavand\u0131r. Amma b\u0259zi m\u0259nb\u0259l\u0259rd\u0259 qeyd olunur ki, h\u0259tta J\u00fcl Vern d\u0259 \u201c80 g\u00fcn d\u00fcnya \u0259traf\u0131nda\u201d \u0259s\u0259rind\u0259 g\u0259mi kiray\u0259 ver\u0259n n\u0259qliyyat \u015firk\u0259tl\u0259rinin adlar\u0131n\u0131 \u00e7\u0259kdiyin\u0259 g\u00f6r\u0259 onlardan \u00f6d\u0259ni\u015f al\u0131b. Yeni d\u00f6vr\u0259 g\u0259ls\u0259k, bu i\u015fin favoriti Stiven Kinqdir. O, \u0259s\u0259rl\u0259rin\u0259 \u00e7oxsayl\u0131 brendl\u0259r daxil etm\u0259yin ustas\u0131 say\u0131l\u0131r. Marketoloqlar kitablarda brendl\u0259rin reklam\u0131n\u0131n m\u0259qs\u0259d\u0259uy\u011fun oldu\u011funu hesab edir v\u0259 bu i\u015fi u\u011furla inki\u015faf etdirirl\u0259r. Az\u0259rbaycan \u0259d\u0259biyyat\u0131nda da gizli reklam varm\u0131? V\u0259 \u00fcmumiyy\u0259tl\u0259, bizim yaz\u0131\u00e7\u0131lar buna nec\u0259 bax\u0131rlar? Xalq yaz\u0131\u00e7\u0131s\u0131 \u00c7ingiz Abdullayev v\u0259 yaz\u0131\u00e7\u0131 Varisl\u0259 bu bar\u0259d\u0259 s\u00f6hb\u0259tl\u0259\u015fdim.<\/p>\n Yax\u015f\u0131 olmayan\u0131 yazm\u0131ram<\/strong><\/p>\n \u00c7ingiz Abdullayev\u00a0 d\u00fcnya \u0259d\u0259biyyat\u0131nda gizli reklam\u0131n oldu\u011funu deyir: \u201cBel\u0259 bir \u015fey var. V\u0259 niy\u0259 d\u0259 olmas\u0131n ki? B\u0259lk\u0259, bir yaz\u0131\u00e7\u0131 \u0259s\u0259rind\u0259, m\u0259s\u0259l\u0259n, do\u011frudan da, yax\u015f\u0131 bir ma\u015f\u0131n\u0131 t\u0259rifl\u0259yir, reklam edir. Yalan demir ki! D\u00fcz\u00fcn\u00fc deyir d\u0259. Pis deyil ax\u0131 bu. Keyfiyy\u0259tli bir m\u0259hsulu, brendi t\u0259rifl\u0259yirs\u0259, bu, \u0259lb\u0259tt\u0259 ki, yax\u015f\u0131d\u0131r. Yox, \u0259g\u0259r keyfiyy\u0259tsiz mal\u0131 t\u0259rifl\u0259yirs\u0259, \u00e7ox pisdir. V\u0259 bu zaman yaln\u0131z pulu fikirl\u0259\u015firs\u0259, bu lap pisdir. Bel\u0259 \u015feyl\u0259r \u0259vv\u0259ll\u0259r d\u0259 olub, el\u0259 indi d\u0259 var.\u00a0 M\u0259n he\u00e7 vaxt pisi t\u0259rifl\u0259m\u0259r\u0259m. Yaz\u0131ramsa, dem\u0259li, yax\u015f\u0131d\u0131r. M\u0259nd\u0259n \u00e7ox adam xahi\u015f edir, amma yax\u015f\u0131 olmayan haqda yazm\u0131ram. V\u0259 qeyd edim ki, bundan \u00f6tr\u00fc indiy\u0259 kimi he\u00e7 vaxt pul almam\u0131\u015fam\u201d.<\/p>\n B\u0259dii \u0259s\u0259r\u0259 k\u0259s\u0259r ver\u0259n reklam<\/strong><\/p>\n Yaz\u0131\u00e7\u0131 Varisin fikrinc\u0259, bel\u0259 tendensiya d\u00fcnya \u0259d\u0259biyyat\u0131nda olub v\u0259 bu g\u00fcn d\u0259 var: \u201cM\u0259s\u0259l\u0259n, Poulo Koelyo, Con Maksvell Kutzee \u00e7ox istifad\u0259 edir. Orxan Pamukun \u0259s\u0259rl\u0259rind\u0259 \u00e7ox m\u00fc\u015fahid\u0259 olunur bu. \u018fs\u0259rl\u0259ri el\u0259 bil s\u0259n\u0259dli prozad\u0131r. N\u0259 q\u0259d\u0259r yer, d\u00fckan, brend adlar\u0131 \u00e7\u0259kilir. M\u0259n dey\u0259rdim ki, bu i\u015f reklamdan ba\u015fqa, b\u0259dii \u0259s\u0259r\u0259 h\u0259m d\u0259 bir k\u0259s\u0259r verir. M\u0259s\u0259l\u0259n, dey\u0259k ki, oxucu \u0259s\u0259rd\u0259 oxuyur ki, q\u0259hr\u0259man \u00e7ay i\u00e7di. Bir d\u0259 var yaz\u0131\u00e7\u0131 onu x\u0131rdalay\u0131b yaz\u0131r ki, q\u0259hr\u0259man \u00e7ox g\u00f6z\u0259l yerli L\u0259nk\u0259ran \u00e7ay\u0131ndan i\u00e7di. \u0130lk d\u0259f\u0259 \u201cSonuncu \u00f6l\u0259n \u00fcmidl\u0259rdir\u201d roman\u0131mda \u201cSirab\u201d \u015firk\u0259ti il\u0259 he\u00e7 bir anla\u015fmam olmadan, sad\u0259c\u0259 roman\u0131n xaric\u0259 d\u0259 ged\u0259c\u0259yini bildiyimd\u0259n bu suyun ad\u0131n\u0131 \u00e7\u0259kmi\u015f\u0259m. Y\u0259ni bunu \u00f6z t\u0259\u015f\u0259bb\u00fcs\u00fcml\u0259 etmi\u015f\u0259m ki, d\u00fcnyaya \u00e7\u0131xanda bilsinl\u0259r ki, Az\u0259rbaycanda bel\u0259 bir mineral su var. Amma sonrak\u0131 yarad\u0131c\u0131l\u0131\u011f\u0131mda \u201c\u018fzilmi\u015f foto\u015f\u0259kill\u0259r\u201d,\u00a0 T\u00fcrkiy\u0259d\u0259 \u00e7ap olunan \u201cSon m\u0259ktub\u201d roman\u0131mda\u00a0 art\u0131q anla\u015fma il\u0259 reklam vermi\u015f\u0259m. M\u0259n buna \u00e7ox m\u00fcsb\u0259t bax\u0131ram. Bu da \u0259d\u0259biyyat\u0131n t\u0259rkib hiss\u0259sidir. \u018fd\u0259biyyatda gizli reklam olmal\u0131d\u0131r\u201d.<\/p>\n Q\u0259na\u0259tim<\/strong><\/p>\n D\u00fc\u015f\u00fcn\u00fcr\u0259m ki, marketoloqlar \u0259d\u0259biyyata reklam g\u0259tirm\u0259yin xeyrini son d\u0259r\u0259c\u0259 d\u0259qiq fikirl\u0259\u015fibl\u0259r. Bax\u0131n, televiziya verili\u015fl\u0259rind\u0259 \u00e7ox vaxt reklam ba\u015flayanda \u0259ks\u0259r tama\u015fa\u00e7\u0131 kanal\u0131 d\u0259yi\u015fm\u0259y\u0259 \u00fcst\u00fcnl\u00fck verir, yaxud da ki, durub ba\u015fqa i\u015fl\u0259rini g\u00f6r\u00fcb qay\u0131d\u0131r ekran qar\u015f\u0131s\u0131na. V\u0259 bel\u0259likl\u0259 reklam\u00e7\u0131 uduzmu\u015f olur. Amma kitab bir ayr\u0131ca d\u00fcnyad\u0131r, \u0259traf-al\u0259md\u0259n ayr\u0131l\u0131b \u0259s\u0259r\u0259 dalmaqd\u0131r, x\u00fcsusi diqq\u0259tdir. Oxucu kitabla bir v\u0259hd\u0259t hal\u0131na g\u0259lir oxu zaman\u0131. Reklam\u0131n hans\u0131 s\u0259hif\u0259d\u0259, hans\u0131 c\u00fcml\u0259d\u0259 g\u0259l\u0259c\u0259yini bilmir. V\u0259 rastla\u015fanda bel\u0259 onu adlay\u0131b ke\u00e7\u0259 bilmir. \u00c7\u00fcnki bu, TV reklam\u0131 deyil. Burda bir s\u00f6z\u00fc buraxmaqla \u0259s\u0259rin m\u0259\u011fzini, m\u0259nas\u0131n\u0131 itirm\u0259k olar. Ona g\u00f6r\u0259 d\u0259, oxucu ist\u0259r-ist\u0259m\u0259z \u0259s\u0259ri s\u00f6z-s\u00f6z oxuyur v\u0259 bununla da reklam\u0131 q\u0259bul etmi\u015f olur.<\/p>\n","protected":false},"excerpt":{"rendered":" Son zamanlarda reklam bazar\u0131 m\u00fcxt\u0259lif sah\u0259l\u0259rd\u0259 \u00f6z\u00fcn\u00fc f\u0259rqli formalarda g\u00f6st\u0259rir. Maraql\u0131s\u0131 budur ki, reklam i\u015fl\u0259ri art\u0131q \u0259d\u0259biyyata da yol tap\u0131b v\u0259 b\u0259dii \u0259s\u0259rl\u0259rd\u0259 \u00f6z\u00fcn\u00fc b\u00fcruz\u0259 verm\u0259yi bacar\u0131b. D\u00fcnya \u0259d\u0259biyyat\u0131nda xeyli \u0259s\u0259rl\u0259r var ki, onlarda gizli reklama rast g\u0259lm\u0259k m\u00fcmk\u00fcnd\u00fcr. Amma \u0259d\u0259biyyatda reklam dig\u0259r sah\u0259l\u0259rd\u0259kind\u0259n f\u0259rqlidir. Daha do\u011frusu, onu q\u0259bul edib-etm\u0259m\u0259k m\u0259s\u0259l\u0259si f\u0259rqlidir. Ax\u0131 \u0259d\u0259biyyat intellektual bir sah\u0259dir. V\u0259 bir \u00e7oxlar\u0131 b\u0259dii \u0259s\u0259r oxuyark\u0259n, orada reklam brendi il\u0259 rastla\u015fanda b\u0259z\u0259n q\u0131c\u0131qlan\u0131r. B\u0259z\u0259n is\u0259 buna x\u00fcsusi diqq\u0259t ay\u0131rmadan oxuyub ke\u00e7ir. T\u0259bii ki, oxucu buna x\u00fcsusi diqq\u0259t ay\u0131rmasa bel\u0259, ist\u0259r-ist\u0259m\u0259z \u015f\u00fcuralt\u0131s\u0131nda h\u0259min o…<\/p>\n","protected":false},"author":2,"featured_media":484695,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"categories":[1],"tags":[],"aioseo_notices":[],"gutentor_comment":0,"rttpg_featured_image_url":{"full":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"landscape":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"portraits":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"thumbnail":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490-500x280.jpg",500,280,true],"medium":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490-548x365.jpg",548,365,true],"large":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"1536x1536":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"2048x2048":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false],"post-thumbnail":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490-240x172.jpg",240,172,true],"advps-thumb-one":["https:\/\/arantv.az\/wp-content\/uploads\/2022\/06\/FotoJet-2022-06-12T120754.490.jpg",620,413,false]},"rttpg_author":{"display_name":"V\u00fcsal Rafiqo\u011flu","author_link":"https:\/\/arantv.az\/?author=2"},"rttpg_comment":0,"rttpg_category":"C\u0259miyy\u0259t<\/a>","rttpg_excerpt":"Son zamanlarda reklam bazar\u0131 m\u00fcxt\u0259lif sah\u0259l\u0259rd\u0259 \u00f6z\u00fcn\u00fc f\u0259rqli formalarda g\u00f6st\u0259rir. Maraql\u0131s\u0131 budur ki, reklam i\u015fl\u0259ri art\u0131q \u0259d\u0259biyyata da yol tap\u0131b v\u0259 b\u0259dii \u0259s\u0259rl\u0259rd\u0259 \u00f6z\u00fcn\u00fc b\u00fcruz\u0259 verm\u0259yi bacar\u0131b. D\u00fcnya \u0259d\u0259biyyat\u0131nda xeyli \u0259s\u0259rl\u0259r var ki, onlarda gizli reklama rast g\u0259lm\u0259k m\u00fcmk\u00fcnd\u00fcr. Amma \u0259d\u0259biyyatda reklam dig\u0259r sah\u0259l\u0259rd\u0259kind\u0259n f\u0259rqlidir. Daha do\u011frusu, onu q\u0259bul edib-etm\u0259m\u0259k m\u0259s\u0259l\u0259si f\u0259rqlidir. Ax\u0131 \u0259d\u0259biyyat intellektual…","_links":{"self":[{"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/posts\/484694"}],"collection":[{"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/arantv.az\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=484694"}],"version-history":[{"count":0,"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/posts\/484694\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/arantv.az\/index.php?rest_route=\/wp\/v2\/media\/484695"}],"wp:attachment":[{"href":"https:\/\/arantv.az\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=484694"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/arantv.az\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=484694"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/arantv.az\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=484694"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}