Research Article
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A Content Analysis of An Advertisement with Digital Necromancy

Year 2023, Issue: 61, 98 - 117, 29.03.2023
https://doi.org/10.47998/ikad.1139306

Abstract

Advertisements in which dead celebrities are digitally animated and used as a message source are becoming more common day by day. Advertisements prepared with the aforementioned contents, which can be expressed as “digital necromancy” in the advertising world, have started to be implemented gradually in our country. In the literature, it is seen that there are very limited studies on the effectiveness of advertisements with digital necromancy. Based on this motivation, it is basically aimed to reveal consumer insights for advertisements with digital necromancy in the research. In addition to this, it is also aimed to bring the expression "digital necromancy" to the domestic literature and to encourage more studies in the relevant field in the domestic literature. For the purpose of the research, Aksigorta's advertisement with the content of digital necromancy, which included Barış Manço as a message source, was analyzed by netnographic analysis. The results of the research show that consumers generally criticize digital necromancy advertisements for reasons such as unethical and disrespectful to the memory of the dead celebrity due to the lack of consent, but also showed that there are those who find the advertisement emotional and remarkable and evaluate it positively.

References

  • Berk, M.E. (2020). Dijital çağın yeni tehlikesi “deepfake”. OPUS-Uluslararası Toplum Araştırmaları Dergisi, 16(28), 1508-1523.
  • Chesney, R. ve Citron, K.D.(2019). Deep fakes: A looming challenge for privacy, democracy, and national security. California Law Review, 107, 1753-1820.
  • D’Rozario, D. ve Bryant, F.K. (2013). The use of dead celebrity images in advertising and marketing-review, ethical recommendations and cautions for practitioners. International Journal of Marketing Studies, 5(2), 1-10.
  • Farid, H., Hwang, T., Lyu, S., ve Zucconi, A., (2019). “Deepfakes and Audio-Visual Disinformation”. Centre for Data Ethics and Innovation (CDEI). https://www.gov.uk/government/publications/cdei-publishes-its-first-series-of-three-snapshot-papers-ethical-issues-in-ai/snapshot-paper-deepfakes-and-audiovisual-disinformation (09.04.2022).
  • Freeman, A (2021, Ekim 30). The highest paid dead celebrities 2021. Forbes. https://www.forbes.com/sites/abigailfreeman/2021/10/30/the-highest-paid-dead-celebrities-2021/?sh=5c039df23839
  • Friedman, W. (2005). Selling from the grave. TelevisionWeek, Section: Advertising, 24(20), 12.
  • Goldman, D. (2001). Consumer republic: Digital wonders leave the human ones struggling to catch up. Adweek, Section: Art & Commerce, 42(32), 14.
  • Hass, N. (2003, Ekim 12). I seek dead people. The New York Times Magazine. https://www.nytimes.com/2003/10/12/magazine/i-seek-dead-people.html
  • Hyman, M. (1997, Mart 10). Dead men don’t screw up ad campaigns. Bloomberg. https://www.bloomberg.com/news/articles/1997-03-09/dead-men-dont-screw-up-ad-campaigns
  • Kozinets, R.V. (2006). Click to connect: Netnography and tribal advertising. Journal of Advertising Research, 46(3), 279-288.
  • Kozinets, R.V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61-72.
  • Kabani, M. (2021, Nisan 9). From the 60 minutes archives: A living for the dead. CBS NEWS. https://www.cbsnews.com/news/60-minutes-a-living-for-the-dead-2021-04-09/
  • Menon, V. (2007, Ağustos 16). Elvis dead? Surely you jest. Toronto Star. https://www.thestar.com/opinion/columnists/2007/08/16/elvis_dead_surely_you_jest.html
  • Naughton, K. (1998, Mart 23). The nostalgia boom - Why the old is new again. Bloomberg. https://www.bloomberg.com/news/articles/1998-03-22/the-nostalgia-boom
  • Nguyen, T. T. , Nguyen, Q.V.H , Nguyen, D. T. , Nguyen, D. T., Nahavandi, S., Nyugen, T.T., Pham, Q.V ve Nyugen, C.M. (2019). Deep learning for deepfakes creation and detection: A survey. https://arxiv.org/pdf/1909.11573.pdf (12.04.2022).
  • Oxford Learner’s Dictionaries (2022). https://www.oxfordlearnersdictionaries.com/definition/english/necromancy?q=necromancy (09.04.2022).
  • Roberts, J. (2008, Aralık 10). Vintage glamour: Mae gets a makeover. Brand Strategy. https://www.proquest.com/docview/224203575
  • Rokka, J. (2010). Netnographic inquiry and new translocal sites of the social. International Journal of Consumer Studies, 34 (4), 381-387.
  • Siekierski, B.J. (2019). “Deep Fakes: What Can Be Done About Synthetic Audio And Video?”. Economics, Resources and International Affairs Division Parliamentary Information and Resarch Service. https://lop.parl.ca/staticfiles/PublicWebsite/Home/ResearchPublications/InBriefs/PDF/2019-11-e.pdf (09.04.2022).
  • Varnalı, K. (2019). Dijital kabilelerin izinde. Sosyal medyada netnografik araştırmalar. MediaCat Kitapları.

Dijital Nekromansi İçerikli Bir Reklamın İçerik Analizi

Year 2023, Issue: 61, 98 - 117, 29.03.2023
https://doi.org/10.47998/ikad.1139306

Abstract

Ölmüş ünlü kişilerin dijital olarak canlandırılarak mesaj kaynağı olarak yer aldıkları reklamlar gün geçtikçe yaygınlaşmaktadır. Reklam dünyasında “dijital nekromansi” olarak ifade edilebilen söz konusu içeriklerle hazırlanan reklamlar ülkemizde de son dönemlerde uygulanmaya başlandığı görülmektedir. Literatürde ise dijital nekromansi içerikli reklamların etkinliğine yönelik çalışmaların oldukça sınırlı sayıda olduğu anlaşılmaktadır. Bu motivasyondan hareketle araştırmada dijital nekromansi içerikli reklamlara yönelik tüketici içgörüsünü ortaya çıkarmak temel olarak amaçlanmıştır. Bununla birlikte “dijital nekromansi” ifadesini yerli literatüre kazandırmak ve ilgili alanda yerli literatürde daha fazla çalışma yapılmasını teşvik edici olmak da hedeflenmiştir. Araştırmanın amacı doğrultusunda Aksigorta’nın Barış Manço’ya mesaj kaynağı olarak yer verdiği dijital nekromansi içerikli reklamı netnografik analizle incelenmiştir. Araştırma sonuçları, tüketicilerin dijital nekromansi içerikli reklamları genellikle etik olmadığı, ünlü kişinin rızasının alınmaması sebebiyle hatırasına saygısızlık yapıldığı gibi gerekçelerle eleştirdiklerini göstermekle birlikte reklamı duygusal ve dikkat çekici bulup olumlu yönde değerlendirenlerin olduğunu da göstermiştir.

References

  • Berk, M.E. (2020). Dijital çağın yeni tehlikesi “deepfake”. OPUS-Uluslararası Toplum Araştırmaları Dergisi, 16(28), 1508-1523.
  • Chesney, R. ve Citron, K.D.(2019). Deep fakes: A looming challenge for privacy, democracy, and national security. California Law Review, 107, 1753-1820.
  • D’Rozario, D. ve Bryant, F.K. (2013). The use of dead celebrity images in advertising and marketing-review, ethical recommendations and cautions for practitioners. International Journal of Marketing Studies, 5(2), 1-10.
  • Farid, H., Hwang, T., Lyu, S., ve Zucconi, A., (2019). “Deepfakes and Audio-Visual Disinformation”. Centre for Data Ethics and Innovation (CDEI). https://www.gov.uk/government/publications/cdei-publishes-its-first-series-of-three-snapshot-papers-ethical-issues-in-ai/snapshot-paper-deepfakes-and-audiovisual-disinformation (09.04.2022).
  • Freeman, A (2021, Ekim 30). The highest paid dead celebrities 2021. Forbes. https://www.forbes.com/sites/abigailfreeman/2021/10/30/the-highest-paid-dead-celebrities-2021/?sh=5c039df23839
  • Friedman, W. (2005). Selling from the grave. TelevisionWeek, Section: Advertising, 24(20), 12.
  • Goldman, D. (2001). Consumer republic: Digital wonders leave the human ones struggling to catch up. Adweek, Section: Art & Commerce, 42(32), 14.
  • Hass, N. (2003, Ekim 12). I seek dead people. The New York Times Magazine. https://www.nytimes.com/2003/10/12/magazine/i-seek-dead-people.html
  • Hyman, M. (1997, Mart 10). Dead men don’t screw up ad campaigns. Bloomberg. https://www.bloomberg.com/news/articles/1997-03-09/dead-men-dont-screw-up-ad-campaigns
  • Kozinets, R.V. (2006). Click to connect: Netnography and tribal advertising. Journal of Advertising Research, 46(3), 279-288.
  • Kozinets, R.V. (2002). The field behind the screen: Using netnography for marketing research in online communities. Journal of Marketing Research, 39, 61-72.
  • Kabani, M. (2021, Nisan 9). From the 60 minutes archives: A living for the dead. CBS NEWS. https://www.cbsnews.com/news/60-minutes-a-living-for-the-dead-2021-04-09/
  • Menon, V. (2007, Ağustos 16). Elvis dead? Surely you jest. Toronto Star. https://www.thestar.com/opinion/columnists/2007/08/16/elvis_dead_surely_you_jest.html
  • Naughton, K. (1998, Mart 23). The nostalgia boom - Why the old is new again. Bloomberg. https://www.bloomberg.com/news/articles/1998-03-22/the-nostalgia-boom
  • Nguyen, T. T. , Nguyen, Q.V.H , Nguyen, D. T. , Nguyen, D. T., Nahavandi, S., Nyugen, T.T., Pham, Q.V ve Nyugen, C.M. (2019). Deep learning for deepfakes creation and detection: A survey. https://arxiv.org/pdf/1909.11573.pdf (12.04.2022).
  • Oxford Learner’s Dictionaries (2022). https://www.oxfordlearnersdictionaries.com/definition/english/necromancy?q=necromancy (09.04.2022).
  • Roberts, J. (2008, Aralık 10). Vintage glamour: Mae gets a makeover. Brand Strategy. https://www.proquest.com/docview/224203575
  • Rokka, J. (2010). Netnographic inquiry and new translocal sites of the social. International Journal of Consumer Studies, 34 (4), 381-387.
  • Siekierski, B.J. (2019). “Deep Fakes: What Can Be Done About Synthetic Audio And Video?”. Economics, Resources and International Affairs Division Parliamentary Information and Resarch Service. https://lop.parl.ca/staticfiles/PublicWebsite/Home/ResearchPublications/InBriefs/PDF/2019-11-e.pdf (09.04.2022).
  • Varnalı, K. (2019). Dijital kabilelerin izinde. Sosyal medyada netnografik araştırmalar. MediaCat Kitapları.
There are 20 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Gizem Tokmak Danışman 0000-0002-5855-6728

Early Pub Date March 28, 2023
Publication Date March 29, 2023
Submission Date July 1, 2022
Published in Issue Year 2023 Issue: 61

Cite

APA Tokmak Danışman, G. (2023). Dijital Nekromansi İçerikli Bir Reklamın İçerik Analizi. İletişim Kuram Ve Araştırma Dergisi(61), 98-117. https://doi.org/10.47998/ikad.1139306