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Öz

The aim of this qualıtative study is to determine whether products placing in movie provides awareness in scene placing products in it or not. For this reason, an animated film produced for children, Toy Story 3 has been selected. The research is a qualitative study. The research question is " Is there a relationship between the awareness of the products placed in movies and the stage placed?". Data has been collected via in-depth interviews from 200 children and 200 parents who have watched this film. The results of the chi-square analysis have revealed that there exists a relationship between the awareness of the product placed in movie and the scene in which the product has been seen. Both the children and their parents have noticed the same product and the same scene in movie. Also when studied, it is seen that these scenes contain negativity. This strategy has been called “Negativity-Containing Product Placement”

Anahtar Kelimeler

• Product placement, Brand Placement, Awareness, Product Placement Strategies

ÜRÜN YERLEŞTİRMEDE SAHNE FARKINDALIĞI : TOY STORY 3 FİLMİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışmanın amacı, filmlere yerleştirilen ürünlerin yerleştirildikleri sahnelerde farkındalık sağlayıp sağlamadığını belirlemektir. Bu amaçla seçilen film, çocuklara yönelik bir animasyon filmi olan Toy Story 3 filmidir. Araştırma nitel bir araştırmadır. Araştırma sorusu “Filmlere yerleştirilen ürünlerin farkındalığı ile yerleştirilen sahne arasında bir ilişki var mı?” şeklindedir. Örnek kütle, bu filmi seyreden 200 çocuk ve 200 ebeveynden oluşmaktadır. Veriler, derinlemesine görüşme yoluyla toplanmıştır. Verilerin analizinde ki-kare analizi kullanılmıştır. Sonuç olarak yerleştirilen ürünün farkındalığı ile ürünün farkedildiği sahne arasında bir ilişki olduğu tespit edilmiştir. Hem çocuklar hem de ebeveynleri aynı ürünleri aynı sahnelerde fark etmişlerdir. Bu sahneler incelendiğinde olumsuzluk içerdiği görülmüştür. Bu strateji, “Olumsuzluk İçeren Ürün Yerleştirme” olarak isimlendirilmiştir.

Anahtar Kelimeler

• Ürün Yerleştirme, Marka Yerleştirme, Farkındalık, Ürün

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49. Bu filmde yer alan oyuncaklar, filmde geçen isimleriyle piyasada satılmaktadırlar. Bu
50. nedenle araştırma kısmında ürün, marka ve oyuncak aynı anlamda kullanılmıştır