Creative Message Strategies of Ads in Turkey Listed in YouTube Ads Leaderboard During COVID-19 Pandemic

Öz

Due to the outbreak of COVID-19 pandemic in Turkey in March 2020, people in Turkey stay at home and spend most of their time on digital media, in which advertisers try to catch their attention through several strategies, including creative message strategies. The main purpose of this study is to identify the creative message strategies of brands in their YouTube advertisements, listed by Google as the most creative ads in Turkey on YouTube Ads Leaderboard during the COVID-19 pandemic in 2020. In line with this purpose, this study content-analyzes 100 YouTube ads of brands in terms of creative message strategies through the application of Taylor’s Six-Segment Message Strategy Wheel model on MAXQDA 2020 analysis program. The findings reveal that the most used strategy in the most watched creative YouTube ads during COVID-19 pandemic is the combined message strategy, followed by transformational (including mostly the ‘social’ strategy) and informational (including mostly the ‘ration’ strategy) message strategies, and that these ads mostly avoided using COVID-19 theme in their messages. The results offer suggestions for both present and future practitioners and researchers.

Anahtar Kelimeler

• Advertising
• YouTube Ads
• COVID-19 Pandemic
• Creative Message Strategies
• Taylor’s Six-Segment Message Strategy Wheel
• Content Analysis

COVID-19 Pandemisinde YouTube Ads Leaderboard’da Listelenen Türkiye’deki Reklamların Yaratıcı Mesaj Stratejileri

Öz

Türkiye açısından bakıldığında, Mart 2020’de patlak veren COVID-19 pandemisi yüzünden, Türkiye’de insanların eve kapanıp zamanlarının çoğunu dijital medyada geçirmeleriyle birlikte reklamverenler çeşitli stratejiler yoluyla onların dikkatini çekmeye çalışmaktadır ve reklamverenlerin bu amaçla kullandıkları stratejilerden biri de yaratıcı mesaj stratejileridir. Bu çalışmanın amacı, 2020 yılında COVID-19 pandemisi sürecinde Google tarafından Türkiye’deki en yaratıcı YouTube reklamları olarak YouTube Ads Leaderboard’da listelenen markaların YouTube reklamlarının yaratıcı mesaj stratejilerini belirlemektir. Bu doğrultuda, bu çalışma Taylor’ın Altı Parçalı Mesaj Stratejisi Çarkı’na dayanarak 100 YouTube reklamını yaratıcı mesaj stratejileri açısından MAXQDA 2020 veri analizi programı aracılığıyla içerik çözümlemesine tabi tutmaktadır. Araştırma bulguları COVID-19 pandemisinde yayınlanan ve en çok izlenen yaratıcı YouTube reklamlarının en çok karma mesaj stratejisine başvurduğunu, ikinci sırada en çok kullandığı dönüştürücü mesaj stratejileri arasında en sık sosyal mesaj stratejisine ve bilgilendirici strateji arasında ise en çok mantık stratejisine yer verdiğini ve mesajlarında COVID-19 temasını kullanmaktan kaçındıklarını ortaya koymaktadır. Araştırma bulgularından hareketle, çalışmanın sonucunda hem şimdiki ve gelecekteki uygulayıcılara, hem de araştırmacılara öneriler sunularak katkıda bulunulmaktadır.

Anahtar Kelimeler

• Reklamcılık
• YouTube Reklamları
• COVID-19 Pandemisi
• Yaratıcı Mesaj Stratejileri
• Taylor’un 6 Parçalı Mesaj Stratejileri Çarkı
• İçerik Analizi

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