Decoding the DNA of Viral Video Ads

Yıl 2023, Cilt: 10 Sayı: 1, 123 - 147, 30.01.2023

Hediye Aydoğan

https://doi.org/10.17680/erciyesiletisim.1187193

Cited By: 1

Öz

The purpose of this study is to identify the key elements in viral video advertisements disseminated through the sharing of digital media users on their networks, and mostly not perceived as an advertising. Accordingly, sixty award-winning viral video ads from Crystal Apple Award were purposively selected, and were content-analyzed on MAXQDA 2020 through a code sheet developed from the previous related research. The results indicated that viral video ads mostly rewarded Silver Apple award mainly had a length of 30-60 and 91-120 seconds, functioned to build brands, included ‘pass-it-on’ message type, depended upon transformative message strategies, used positive emotional appeals, contained storytelling, excluded voice-over, included background and instrumental music, preferred popular and pop music, mentioned brand in the last third of the video, and avoided product pricing. It also investigated the associations between award type, advertising function and viral ad elements. Finally, drawing upon the findings obtained, this descriptive paper concludes with remarks and suggestions for practitioners and further research.

Anahtar Kelimeler

Digital advertising, Viral video advertising, Award-winning ads, Content analysis

Viral Reklamların DNA’sını İrdelemek

Öz

Bu araştırmanın amacı, çoğu zaman reklam hissi vermeyen ve dijital ortamlardaki kullanıcıların kendi ağlarında paylaşması yoluyla yayılan viral reklamların temel öğelerinin neler olduğunu ortaya koymaktır. Bu amaç doğrultusunda, Kristal Elma Yaratıcılık Yarışması’ndan aldıkları ödüller ile başarılarını kanıtlayan 60 viral video reklamı seçilmiştir. Araştırma kapsamına alınan viral video reklamlar, alanyazındaki ilgili çalışmalardan hareketle oluşturulan bir kod şeması kullanılarak MAXQDA 2020 nitel veri analizi programnda içerik analizine tabi tutulmuştur. Analiz yoluyla elde edilen bulgular, çoğunlukla Gümüş Elma ödülüne layık görülen viral reklamların büyük çoğunluğunun 30-60 saniye ve 91-120 saniye arasında değişen bir uzunluğa sahip olduğunu, marka oluşturma işlevini taşıdğını, ‘aktarım’ türünde viral mesaj barındırdığını, dönüştürücü mesaj stratejilerine dayandığını, olumlu duygusal çekicilik kullandığını, hikâye anlatıcılığını barındırdığını, dış sesi içermediğini, arkaplan ve enstrümental müziğe yer verdiğini, popüler ve pop müziği tercih ettiğini, marka ismine reklam videosunun son kısmında değindiğini ve ürün fiyatlarından bahsetmediğini işaret etmiştir. Ödül türü, reklam işlevi ve viral reklam öğeleri arasındaki ilişkinin de irdelendiği bu betimsel çalışmada, ulaşılan bulgular ışığında tartışmalar yürütülerek uygulayıcılara ve gelecek çalışmalara önerilerde bulunulmaktadır.

Anahtar Kelimeler

Dijital reklam, Viral video reklam, Ödüllü reklamlar, İçerik Analizi, MAXQDA2020., Digital advertising, Viral video advertising, Award-winning ads, Content analysis

Kaynakça

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