@article{article_1612011, title={An Analysis of Persuasion Techniques Used in Turkish Television Commercials From Past to Present (1980-2024)}, journal={JOEEP: Journal of Emerging Economies and Policy}, volume={10}, pages={387–398}, year={2025}, author={Bilginer Halefoğlu, Selen}, keywords={Türk TV reklamları, Reklam stratejileri, ikna teknikleri, propoganda yöntemleri, medya gelişimi}, abstract={This study examines the evolution of advertising strategies and persuasive techniques in Turkish television commercials from the 1980s to the 2020s. The research uses content analysis and statistical methods to highlight changes in formats, durations, and the prevalence of persuasion techniques. Video advertisements dominated all periods, with animated ads peaking in the 2010s and declining in the 2020s. Emotional persuasion (pathos) prevailed in earlier decades, while rational appeals (logos) grew in the 2020s, reflecting consumer demand for evidence-based claims. Advertisement durations increased over time, with storytelling emerging as a key engagement tool, especially in food, beverage, and financial products. Jingles enhanced brand recall, emphasizing auditory branding’s role. Product categories shifted from food and beverages to e-commerce platforms in the 2020s, driven by digitalization. These findings highlight the adaptability required in advertising to meet technological advancements and changing consumer preferences. Future research could explore digital advertising and emerging technologies to enhance audience engagement.}, number={1}, publisher={Seyfettin ERDOĞAN}