Storytelling Elements as Success Factors in Award-Winning Advertising: A Mixed-Methods Analysis of D&AD Television Campaigns

Yıl 2025, Cilt: 22 Sayı: 5, 946 - 961, 30.09.2025

Berna Balcı

https://doi.org/10.26466/opusjsr.1742341

Öz

The Design & Art Direction Awards represent one of the most prestigious competitions in advertising, art direction, and design, operating for 62 years in the UK and 37 years internationally. This study examines storytelling elements in advertisements that won the iconic "Black Pencil" and "Yellow Pencil" awards in the "TV and Cinema Advertisements" category, investigating whether storytelling serves as a factor in award recognition. The research applied content analysis to 69 award-winning television advertisements, quantifying storytelling elements through a coding form based on theories by Vogler, Booker, Propp, and Todorov. Data was analyzed using frequency analysis and independent samples t-tests with index variables. Results revealed that narrative advertisements (95.7%) won more awards than argumentative ones, as did those using humor (79.7%), containing characters (89.9%), featuring plot structure (87.0%), and incorporating conflict (73.3%). Difference tests demonstrated that storytelling elements do not vary according to sector, country, or time period, indicating universal applicability. The findings establish that narrative sophistication, rather than demographic targeting or temporal adaptation, drives creative recognition in advertising excellence. This study provides important indicators for agencies seeking D&AD Award success, demonstrating that classical storytelling principles transcend cultural and contextual boundaries in award-winning advertising.

Anahtar Kelimeler

advertising , storytelling , d&ad , advertising design , art direction

Ödüllü Reklamlarda Başarı Faktörleri Olarak Hikaye Anlatımı Unsurları: D&AD Televizyon Kampanyalarının Karma Yöntemli Analizi

Öz

Design & Art Direction Ödülleri, reklam, sanat yönetimi ve tasarım alanındaki en prestijli yarışmalar arasında yer alır ve İngiltere'de 62, uluslararası düzeyde 37 yıldır düzenlenmektedir. Bu çalışma, "TV ve Sinema Reklamları" kategorisinde "Siyah Kalem" ve "Sarı Kalem" ödülü kazanmış reklamlardaki hikaye anlatımı unsurlarını inceleyerek, hikaye anlatımının ödül kazanmada bir etken olup olmadığını araştırmaktadır. Araştırmada 69 ödüllü televizyon reklamına içerik analizi uygulanmış, Vogler, Booker, Propp ve Todorov teorilerine dayanan kodlama formu ile hikaye anlatımı unsurları sayısallaştırılmıştır. Veriler frekans analizi ve bağımsız örneklemler t-testi ile analiz edilmiştir. Sonuçlar, anlatı içeren reklamların (%95.7) nedensel olanlara göre daha fazla reklamda kullanıldığını, mizah kullananların (%79.7), bir karakter içerenlerin (%89.9), bir senaryo yapısı olanların (%87.0) ve çatışma barındıranların (%73.3) daha fazla ödül aldığını göstermiştir. Fark testleri, hikaye anlatımı unsurlarının sektör, ülke ve zamana göre değişmediğini, evrensel uygulanabilirlik gösterdiğini ortaya koymuştur. Bulgular, demografik hedefleme veya zamansal adaptasyondan ziyade anlatı sofistikasyonunun reklam mükemmeliyetinde yaratıcı tanınma sağladığını göstermektedir. Çalışma, D&AD veya benzeri bir yaratıcılık odaklı ödül hedefleyen ajanslar için önemli göstergeler sunmaktadır.

Anahtar Kelimeler

reklam , hikaye anlatımı , d&ad , reklam tasarımı , sanat yönetimi

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