Movıes’ Impact On Lıfestyle Brandıng: The Case Of “Bi Kücük Eylül Meselesi”

Lifestyle can simply be defined as “how one lives”. In marketing, “lifestyle”, however, describes the behavior of individuals, a small group of interacting people, and large groups of people (e.g. market segments) acting as potential consumers. Thus, the concept of the lifestyle represents a set of ideas which are quite distinct from that of personality. The lifestyle relates to the economic level at which people live, how they spend their money, what interests they have, how they view themselves and the world around them and how they allocate their time (Anderson and Golden, 1984). Recently with the help of globalisation, media (movies, television shows and series, magazines) and technological improvements, changes in lifestyle started to increase rapidly. These lifestyle changes include how people eat, dress, communicate, go on a vacation etc. and these new lifetsyles form the lifestyle trends. Within this study the movies' impact will be disccussed in terms of lifestyle branding.The aim of the study is to evaluate how effective are the places, products, music etc. in movies on lifestyle branding decisions. In this study film analysis method will be used and lifestyle trends will be explained in terms of branding. In this context, “Bi Kucuk Eylul Meselesi”was selected as a sample movie because it played an important role in creating various lifestyle trends. As a result, all these three actors coming up together increase the attractiveness of beaches, hotels, restaurants, and even the soundtrack of the movie. In other words, the movie Bi Küçük Eylül Meselesi presented several lifestyle brands (Bozcaada, Battıbalık, Cinaralti Cafe, Mitos, Kanatlarım Var Ruhumda etc.) to Turkish people that later transformed into trends.