A Content Analysis of An Advertisement with Digital Necromancy

Year 2023, Issue: 61, 98 - 117, 29.03.2023

Gizem Tokmak Danışman

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.

Keywords

Digital necromancy, advertisement, consumer insight, netnography, dead celebrity

Dijital Nekromansi İçerikli Bir Reklamın İçerik Analizi

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.

Keywords

Dijital nekromansi, reklam, tüketici içgörüsü, netnografi, ölmüş ünlü kişi

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