Televizyon ve Sosyal Medya Reklamlarında Müzik Kullanımına İlişkin Bir Değerlendirme

Year 2023, , 91 - 106, 28.10.2023

Engin Coşkun , Betül Çepni Şener

https://doi.org/10.55055/mekcad.1361626

Abstract

Günümüzde markalar arası rekabetin artması, markaları farklı stratejilere ve dikkat çekici kampanyalara yönlendirmiştir. Tüketicilerin dikkatini çekmek, ilgi uyandırmak ve onlarda etki yaratmak için reklam kampanyalarında kullanılan en önemli öge müziktir. Reklamlarda müzik kullanımı, tüketicileri belirli duygulara yönlendirir ve reklam ve markaya yönelik olumlu bir tutum geliştirmesine imkân sunabilmektedir. Dolayısıyla tüketici reklamı yapılan ürün/hizmete yönelik satın alma sürecine yönlenebilmektedir. Öte yandan reklamı yapılan ürün/hizmet doğru müzik ile eşleştirilmesi yıllar sonra dahi reklamın hatırlanabilir olmasına olanak sağlamaktadır. Bu bağlamda çalışma televizyon reklamlarında yer alan müzik ögeleri ve sosyal medya reklamlarında yer alan müzik ögeleri belirli kategoriler bağlamında incelenerek karşılaştırılmış ve tasvir edilmiştir. Bunun yanı sıra çalışmada nicel içerik analizi yöntemi benimsenmiştir. Araştırma sonucunda televizyon reklamlarında sosyal medya reklamlarına göre daha fazla reklamda müzik unsurlarının kullanıldığı belirlenmiştir. Öte yandan televizyon reklamlarında reklamda kullanılan müziğin türüne göre pop müzik ön plandayken, sosyal medya reklamlarında ön planda yer alan müzik türünün dans/disko müzik türü olduğu saptanmıştır.

Keywords

Televizyon Reklamları, Sosyal Medya Reklamları, Reklam Müziği, Müzik Türleri, İçerik Analizi

An Evaluation on the Use of Music in Television and Social Media Advertisements

Abstract

Today, the increase in competition between brands has led brands to different strategies and remarkable campaigns. Music is the most important element used in advertising campaigns to attract consumers' attention, arouse interest and create an impact on them. The use of music in advertisements directs consumers to certain emotions and can enable them to develop a positive attitude towards the advertisement and the brand. Therefore, the consumer may be directed towards the purchasing process for the advertised product/service. On the other hand, matching the advertised product/service with the right music allows the advertisement to be remembered even after years. In this context, the study compared and described the music elements in television commercials and social media advertisements by examining them in the context of certain categories. In addition, quantitative content analysis method was adopted in the study. As a result of the research, it was determined that music elements were used in television commercials more than social media commercials. On the other hand, while pop music was at the forefront in television commercials according to the type of music used in the advertisement, it was determined that the music type at the forefront in social media advertisements is dance/disco music.

Keywords

Television Commercials, Social Media Ads, Advertisement Music, Music Genres, Content Analysis

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