Anlatı Reklamlarının Mini-Dizi Hâli: Kristal Elma Ödüllü Reklamlar Üzerinden Bir İnceleme

Year 2024, , 268 - 281, 31.01.2024

Hediye Aydoğan

https://doi.org/10.29023/alanyaakademik.1334587

Abstract

Bu çalışma, anlatı reklamı türü olan mini-dizi reklamların anlatı unsurlarını ve yaratıcı reklam stratejilerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda, Kristal Elma Yarışması’nda ödüllendirilen dört markaya ait mini-dizi reklamlar MAXQDA2020 programında nitel içerik analizine tabi tutulmuştur. Araştırma bulguları, mini-dizi reklamların ortalama 01’58’’ süreye sahip olduğunu, olay örgüsünün çoğunlukla şimdiki zamanda dış mekânlarda geçtiğini, başrol karakterlerin baskın geldiğini ve ünlüler tarafından oynandığını, canlandırma anlatı formatının tercih edildiğini, anlatı odağı, marka görünürlüğü türü ve düzeyi açısından kayda değer farklılık göstermediğini, farklı ilerleyen olay örgüsü stratejisini yoğun kullandığını, ürün/müşteri stratejisi bağlamında farklı olmadığını, kalp stratejisine odaklandığını ve imaj, eğlence, kullanıcı imajı ve kullanım fırsatına odaklanarak konumlandırma stratejisine ağırlıklı olarak yer verdiğini göstermiştir. Araştırma bulgularından hareketle, uygulayıcı ve araştırmacılar için çeşitli çıkarımlarda bulunulmuştur.

Keywords

Dijital Reklam, Anlatı Reklamı, Mini-Dizi Reklamı, Yaratıcı Reklam Stratejileri, Nitel İçerik Analizi

Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads

Abstract

This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 01'58'', the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the product/customer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.

Keywords

Digital Advertising, Narrative Advertising, Mini-Series Advertising, Creative Advertising Strategies, Qualitative Content Analysis.

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