MODA VİDEO REKLAMLARINDA HİKAYE ANLATIMI: MEKAN TİPOLOJİSİ VE TASARIM

Year 2025, Volume: 15 Issue: 4, 1387 - 1399, 01.10.2025

Mertcan Öztekin

https://doi.org/10.7456/tojdac.1736090

Abstract

Video reklamlar, pazarlama ve medya ortaklıklarında önemli bir stratejik iletişim rolüne sahiptir. Mekân tasarımı, moda markalarının hikâyelerini betimlenmesini sağlayan önemli bir ifade aracı olarak görülmektedir. Bu çalışma hikâye anlatımında iletişim sağlayan, video reklamlarda bir fon olarak kullanılan mekân tasarımının disiplinler arası ifadesini araştırmaktadır. Mekânsal ifadenin hangi tiplojiye göre nasıl tasarlandığını amaçlanmaktadır. Bu amaç için, literatür analizleri, iletişimsel ve mekânsal teoriler kullanılarak hibrit bir metodoloji geliştirilmiştir. Moda video reklamlarında kullanılan mekânsal tipolojiler gerçek, yarı gerçek ve sanal olarak sınıflandırılmıştır. Nitel araştırma kapsamında içerik analizi yöntemi temel alınarak, güncel video reklam çekimlerindeki mekânsal tipolojiler ve tasarımlar analiz edilmiştir. Çalışmanın bulgularında disiplinler arası kesişimde hikâyeyi aktaran mekânın avantajları ve sınırlılıkları ortaya konulmuştur. Görsel mesajların mekândaki yansımaları tartışılmıştır. Bulgular gerçek mekânların algısal kolaylık ve duygusal bağ avantajı ile ilişkilidir. Yarı gerçek mekânlar hikâyenin daha kavramsal, özgün ve sanatsal ifadelerle gösterilmesini sağlamıştır. Sanal mekânlar ise dijital teknolojiler ile yüksek etkileşimli ve yaratıcı görsel ifadeler sunmaktadır.

Keywords

Hikaye Anlatımı , Moda Reklamcılığı , Video Reklam , İç Mimarlık , Mekan Tipolojisi

STORYTELLING IN FASHION VIDEO ADVERTS: SPACE TYPOLOGY AND DESIGN

Abstract

Video adverts have an important strategic communication role in marketing and media partnerships. Space design is seen to be an important tool in conveying the stories of fashion brands. This study investigates the role of space design in video adverts as a communication task in storytelling through social media. For this purpose, a hybrid methodology is developed using literature analyses, communicative and spatial theories. The spatial typologies used in fashion video advertisements are classified as real, semi-real and virtual. Based on the content analysis method within the scope of qualitative research, spatial typologies and designs in current video advertisement shootings were analysed. In the findings of the study, the advantages and limitations of the space that conveys the story in the interdisciplinary intersection are revealed. The reflections of visual messages in space are discussed. As a result of the findings, real spaces are associated with perceptual ease and emotional connection advantage. Semi-real spaces enabled the story to be shown with more conceptual, original and artistic expressions. Virtual spaces, on the other hand, offer highly interactive and creative visual expressions with digital technologies.

Keywords

Storytelling , Fashion Advertising , Video Advert , Interior Architecture , Space Typology

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