A NEW AUTHOR in ADVERTISING: SEMIOTIC ANALYSIS of AI-GENERATED ADVERTISEMENTS FROM A MARKETING PERSPECTIVE

Öz

This study analysed the effects of artificial intelligence (AI)-generated commercial videos on marketing communication and semiotic meaning production. 9 commercials created with AI for eight different brands, including Toys R Us, McDonald's, Coca-Cola, Pedigree, Doğanay Turnip, Bizim Evler, Heinz, and Lexus, were examined using Barthes' myth analysis, Saussure's signifier-signified model, and Peirce's classification of signs into icon, index, and symbol. The results revealed that AI played an active role in content production and the reconstruction of cultural myths. While AI was found to be highly effective in visual and script creation, human input remained essential for voice-over and emotional resonance. Thematic analyses showed that the commercials predominantly addressed themes of emotionality, empathy, and innovation. It was also found that AI utilised cultural representations effectively to influence consumer perception and enhance brand image. The study concluded that AI applications in marketing strategies should be developed with attention to cultural and emotional sensitivity and technical efficiency. Future research was recommended to explore AI-generated advertisements in various cultural contexts and empirically investigate their effects on consumer behaviour.

Anahtar Kelimeler

• Artificial Intelligence
• Advertising
• Semiotics
• Cultural Myth
• Marketing Communication

REKLAMDA YENİ YAZAR: YAPAY ZEKÂ DESTEĞİYLE ÜRETİLEN REKLAMLARIN GÖSTERGEBİLİMSEL ANALİZİ ve PAZARLAMA BAKIŞ AÇISIYLA İNCELENMESİ

Öz

Bu çalışma, yapay zekâ (YZ) desteğiyle üretilen reklam videolarının pazarlama iletişimi ve göstergebilimsel anlam üretimi üzerindeki etkilerini analiz etmektedir. Toys R Us, McDonald’s, Coca-Cola, Pedigree, Doğanay Şalgam, Bizim Evler, Heinz ve Lexus gibi sekiz farklı markaya ait dokuz farklı yapay zekâ desteğiyle üretilmiş reklam, Barthes’ın mit çözümlemeleri, Saussure’ün gösteren–gösterilen modeli ve Peirce’ün ikon, indeks, sembol ayrımı temelinde incelenmiştir. İncelemenin sonuçları, YZ’nin içerik üretiminde ve kültürel mitlerin yeniden inşasında aktif bir rol oynadığını ortaya koymaktadır. Çalışmada, YZ'nin görsel ve senaryo üretiminde yüksek etkinlik sağladığı ama seslendirme ve duygusal bağ kurma alanlarında insan katkısına hâlen ihtiyaç duyduğu belirlenmiştir. Tematik analizler, reklamların ağırlıklı olarak duygusallık, empati ve inovasyon temalarını işlediğini göstermiştir. Ayrıca YZ’nin tüketici algısını etkilemede kültürel temsilleri ustaca kullandığı ve marka imajı üzerinde güçlü bir etkisi olduğu saptanmıştır. Çalışma sonuçları, pazarlama stratejilerinde yapay zekâ uygulamalarının teknik verimlilik temeline ek olarak kültürel ve duygusal duyarlılık temelinde tasarlanması gerektiğini göstermektedir. Gelecek araştırmalar için farklı kültürel bağlamlarda YZ reklamlarının kullanılması ve tüketici davranışı üzerindeki etkilerin ampirik yöntemlerle incelenmesi önerilmektedir.

Anahtar Kelimeler

• Yapay Zekâ
• Reklam
• Göstergebilim
• Kültürel Mit
• Pazarlama İletişimi

Kaynakça

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