Anlatı Reklamlarının Mini-Dizi Hâli: Kristal Elma Ödüllü Reklamlar Üzerinden Bir İnceleme

Yıl 2024, , 268 - 281, 31.01.2024

Hediye Aydoğan

https://doi.org/10.29023/alanyaakademik.1334587

Öz

Bu çalışma, anlatı reklamı türü olan mini-dizi reklamların anlatı unsurlarını ve yaratıcı reklam stratejilerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda, Kristal Elma Yarışması’nda ödüllendirilen dört markaya ait mini-dizi reklamlar MAXQDA2020 programında nitel içerik analizine tabi tutulmuştur. Araştırma bulguları, mini-dizi reklamların ortalama 01’58’’ süreye sahip olduğunu, olay örgüsünün çoğunlukla şimdiki zamanda dış mekânlarda geçtiğini, başrol karakterlerin baskın geldiğini ve ünlüler tarafından oynandığını, canlandırma anlatı formatının tercih edildiğini, anlatı odağı, marka görünürlüğü türü ve düzeyi açısından kayda değer farklılık göstermediğini, farklı ilerleyen olay örgüsü stratejisini yoğun kullandığını, ürün/müşteri stratejisi bağlamında farklı olmadığını, kalp stratejisine odaklandığını ve imaj, eğlence, kullanıcı imajı ve kullanım fırsatına odaklanarak konumlandırma stratejisine ağırlıklı olarak yer verdiğini göstermiştir. Araştırma bulgularından hareketle, uygulayıcı ve araştırmacılar için çeşitli çıkarımlarda bulunulmuştur.

Anahtar Kelimeler

Dijital Reklam, Anlatı Reklamı, Mini-Dizi Reklamı, Yaratıcı Reklam Stratejileri, Nitel İçerik Analizi

Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads

Öz

This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 01'58'', the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the product/customer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.

Anahtar Kelimeler

Digital Advertising, Narrative Advertising, Mini-Series Advertising, Creative Advertising Strategies, Qualitative Content Analysis.

Kaynakça

• Anaza, N.A., Kemp, E., Briggs, E., & Borders, A.L. (2020). Tell me a story: The role of narrative transportation and the C-suite in B2B advertising. Industrial Marketing Management, 89, 605-618. https://doi.org/10.1016/j.indmarman.2019.02.002
• Aqababaee, E., Barzian, A.G., Hasanpour, A., & Müller, K. (2020). Film and ideology: narrative analysis of the student movement in Iranian cinema (2001–2004). Quality & Quantity, 55(1), 257-273. https://doi.org/10.1007/s11135-020-01002-9
• Atlı, D., Kose, S.B., & Sezen, A.N.H. (2019). A neuromarketing based approach on the usage of narratives in the advertising. In R. Yılmaz (Ed.), Handbook of research on narrative advertising (pp. 251-268). IGI Global.
• Aydoğan, H. (2023). Decoding the DNA of viral video ads. Erciyes İletişim Dergisi, 10(1), 123-147. https://doi.org/https://doi.org/10.17680/erciyesiletisim.1187193
• Bolat, N. (2022). Reklam film (advermovie): uzun metraj film olarak reklam. Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (AEÜSBED), 8(2), 651-670.
• Bragg, M.A., Miller, A.N., Elizee, J., Dighe, S., & Elbel, B.D. (2016). Popular music celebrity endorsements in food and nonalcoholic beverage marketing. Pediatrics, 138(1). https://doi.org/10.1542/peds.2015-3977
• Brechman, J.M., & Purvis, S.C. (2015). Narrative, transportation and advertising. International Journal of Advertising, 34(2), 366-381. https://doi.org/10.1080/02650487.2014.994803
• Budak, D.N. (2023). Gıda iletişiminde etnosentrizm: Anlatı reklamcılığı bağlamında coğrafi işaretli ürün anlatılarının yapısal analizi. RumeliDE Journal of Language and Literature Studies, 34, 912-928.
• Chang, C. (2008). Increasing mental health literacy via narrative advertising. Journal of Health Communication, 13(1), 37-55. https://doi.org/10.1080/10810730701807027
• Chang, C. (2009a). "Being hooked" by editorial content: the ımplications for processing narrative advertising. Journal of Advertising, 38(1), 21-34. https://doi.org/10.2753/joa0091-3367380102
• Chang, C. (2009b). Repetition variation strategies for narrative advertising. Journal of Advertising, 38(3), 51-66. https://doi.org/10.2753/joa0091-3367380304
• Chang, C. (2012). Narrative advertisements and narrative processing. In S. Rodgers & E. Thorson (Eds.), Advertising theory (pp. 241-254). Routledge.
• Chatman, S. (1978). Story and discourse: Narrative structure in fiction and film. Cornell University Press.
• Chen, T., & Lee, H.-M. (2014). Why do we share? The impact of viral videos dramatized to sell. Journal of Advertising Research, 54(3), 292-303. https://doi.org/10.2501/jar-54-3-292-303
• Codeluppi, V. (2021). Stardom in cinema, television and the web. Cambridge Scholars Publishing.
• Deng, T., Ekachai, D., & Pokrywczynski, J. (2022). Global COVID-19 advertisements: use of informational, transformational and narrative advertising strategies. Health Commun, 37(5), 628-636. https://doi.org/10.1080/10410236.2020.1859725
• Escalas, J.E. (1998). Advertising narratives: What are they and how do they work? In B. B. Stern (Ed.), Representing consumers: Voices, views and visions (pp. 267-289). Routledge.
• Feng, Y., Xie, Q., & Lou, C. (2019). The key to 360-degree video advertising: An examination of the degree of narrative structure. Journal of Advertising, 48(2), 137-152. https://doi.org/10.1080/00913367.2019.1585305
• Feng, Y., Xie, Q., & Lou, C. (2021). Advertising in 360 degrees. Keller Center Research Report, 14(3), 17-20.
• Ford, J.B. (2018). What do we know about celebrity endorsement in advertising?. Journal of Advertising Research, 58(1), 1-2. https://doi.org/10.2501/jar-2018-006
• Frazer, C.F. (1983). Creative strategy: A management perspective. Journal of Advertising, 12(4), 36-41. https://doi.org/10.1080/00913367.1983.10672861
• Gregory, J. (2003). Social issues infotainment: Using emotion and entertainment to attract readers' attention in social issues leaflets. Information Design Journal, 11(1), 67-81. https://doi.org/10.1075/idj.11.1.11gre
• Gregory, J. (2006). Using message strategy to capture audience attention: Readers' reactions to health education publications. Journal of Nonprofit & Public Sector Marketing, 15(1-2), 1-23. https://doi.org/10.1300/J054v15n01_01
• Hsieh, H.F., & Shannon, S.E. (2005). Three approaches to qualitative content analysis. Qual Health Res, 15(9), 1277-1288. https://doi.org/10.1177/1049732305276687
• Karadeniz, Ö. (2021). Kısa film reklamlara yönelik göstergebilimsel bir analiz: Dardanel Ton "unutulmaz tonlar". Düşünce ve Toplum Sosyal Bilimler Dergisi(5), 52-75.
• Karpinska-Krakowiak, M., & Eisend, M. (2020). Mini-film advertising and digital brand engagement: The moderating effects of drama and lecture. International Journal of Advertising, 39(3), 387-409. https://doi.org/10.1080/02650487.2019.1633841
• Kepp, S. (2023, 13.02.2023). Digital 2023: Turkey. datareportal. Retrieved 2023 from https://datareportal.com/reports/digital-2023-turkey
• Kim, E. (2015). The why and how of narrative advertising: an ıntegrated processing framework. University of Missouri-Columbia, US.
• Kim, J.K. (2011). Moderating effects of plot type and message sensation value on narrative ad processing. The University of Alabama, US.
• Kotler, P., Kartajaya, H., & Setiawan, I. (2016). Marketing 4.0: Moving from traditional to digital (1 ed.). John Wiley & Sons, Inc.
• Laskey, H.A., Day, E., & Crask, M.R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18(1), 36-41. https://doi.org/10.1080/00913367.1989.10673141
• Lehu, J.-M. (2007). Branded entertainment: Product placement & brand strategy in the entertainment business. Kogan Page.
• Lien, N.-H., & Chen, Y.-L. (2013). Narrative ads: The effect of argument strength and story format. Journal of Business Research, 66(4), 516-522. https://doi.org/10.1016/j.jbusres.2011.12.016
• Mattila, A.S. (2000). The role of narratives in the advertising of experiential services. Journal of Service Research, 3(1), 35-45.
• Moriarty, S., Mitchell, N., & Wells, W. (2009). Advertising: Principles & practice (8 ed.). Pearson Education International.
• Moriarty, S.E. (1986). Creative advertising: Theory and practice (1 ed.). Prentice-Hall.
• Putit, L., Musa, R., & Muda, M. (2017). Celebrity endorsement in advertising: A double-edged sword. Journal of ASIAN Behavioural Studies, 2(3), 21-32. https://doi.org/10.21834/jabs.v2i3.188
• Ramsden, A., & Hollingsworth, S. (2017). Hikâye anlatma sanatı: hikâye anlatıcısının rehberi (A. Bucak, Çev.). İletişim Yayınları.
• Reeves, J.L. (1984). Star discourse and television: A critical approach. The University of Texas at Austin, US.
• Simonetti, A., Dini, H., Candia-Rivera, D., Bruni, L., & Bigne, E. (2021). Consumer responses to narrative advertising: do narrativity level and channel type play a role?. Abstract Book of 19th Annual Meeting #vSNE2021.
• Şardağı, E., & Yılmaz, R.A. (2017). Anlatı kuramı ve reklamda kullanımı: Anlatı analizi çerçevesinde bir inceleme. Maltepe Üniversitesi İletişim Fakültesi Dergisi, 4(2), 88-133.
• Taylor, J.S. (1980). Narrative strategies in fiction and film: An analysis of the american short story series. The University of Texas at Austin, US.
• Thakur, S., Singh, A.P., & Bhati, C.S. (2015). A study of celebrity endorserment as future brand endorser with special reference to movies and television serial star celeberity. ZENITH International Journal of Business Economics & Management Research, 5(4), 1-11.
• Tuncer, E.S. (2020). Göstergebilimin çözümleme modelleri ışığında reklam anlatıları. Atatürk İletişim Dergisi, 20, 73-102.
• Uztuğ, F. (1999). Reklamda marka yapılandırma stratejileri ve uygulamaları. Anadolu Üniversitesi, Eskişehir.
• van Laer, T., Feiereisen, S., & Visconti, L.M. (2019). Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect. Journal of Business Research, 96, 135-146. https://doi.org/10.1016/j.jbusres.2018.10.053.
• Yıldız, S., & Sever, N.S. (2021). Investigating the effects of narrative advertising in a real-life setting. International Journal of Market Research, 64(4), 541-559. https://doi.org/10.1177/14707853211033734
• Zheng, L. (2010). The impact of narrative focus, vividness of product depiction, mental imagery ability, and need for cognition on transportation in narrative advertising. The University of Alabama, US.