CREATIVE STRATEGIES onTURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL

Öz

2871 commercials broadcast during prime time on 5 TV stations with the highest ratings among Turkish National TV Stations in December 2018 were examined in the study. Analyzing the advertisements with the content analysis method within Taylor’s six-segment message strategy wheel, the reruns of the commercials were excluded, leaving 320 commercials to be examined according to their message strategies. Taylor’s six-segment message strategy wheel constituted the theoretical framework of this study, allowing to analyze the communication approach (transmission or ritual) and message strategy (ego, social, sensory, routine, acute need, or ration) of Turkish television advertisements. Gathered data revealed 65% of the advertisements used transmission view with 94 of 320 ads being in rational segment. Among all advertisements ritual view was used in 35%.

Anahtar Kelimeler

• Advertising,TV Advertising,Creative Strategies,Taylor’s Six Segment Message Strategy

CREATIVE STRATEGIES on TURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL

Öz

Çalışmada Aralık 2018’de Türk Ulusal Televizyon kanalları içerisinde en çok izlenme oranına sahip ilk 5 televizyon kanalında, prime time saat aralığında yayımlanan toplam 2871 reklam incelenmiştir. Taylor’ın altı segmentli mesaj stratejisi çerçevesinde içerik analizi yöntemi ile incelenen reklamların tekrar yayınları çıkartılarak 320 reklamın mesaj stratejisi değerlendirilmiştir. Taylor’un altı segmentli mesaj stratejisinin teorik çerçeve olarak ele alındığı çalışmada Türk televizyon reklamlarında kullanılan ana iletişim yaklaşımını (ritüel ve aktarım) ve mesaj stratejisini (ego, sosyal, duyusal, rutin, akut ihtiyaç veya rasyonel) incelemektedir. Elde edilen önemli bulgular arasında aktarım görünümü kullanımına 65% oranında rastlanılmış, 320 reklamdan 94’ünde rasyonel segment kullanımı saptanmıştır. Bunun yanı sıra ritüel görünüm tüm reklamlarda 35% oranında rastlanılmıştır.

Anahtar Kelimeler

• TV Reklamcılığı,Reklamcılık,Yaratıcı Stratejiler,Taylor’un Altı Segmentli Mesaj Stratejisi

Kaynakça

1. Ahn, H.; Wu, L. and Taylor, R. E. (2013). Communication Strategies in Cosmetic Surgery Websites: An Application of Taylor’s Six-Segment Message Strategy Wheel, Health Marketing Quarterly, Vol. 30. 97–113.
2. Ada, S. (2015). Klasik Test Kuramına Göre Sayısal Ve Sözel Alanlar İçin Puanlama Güvenirliğinin Kayıp Veri Kapsamında İncelenmesi, Yayımlanmamış Yüksek Lisans Tezi, Gazi Üniversitesi Eğitim Bilimleri Enstitüsü, Ankara.
3. Baack, D.W., Wilson, R.T., Van Dessel, M.M., and Patti, C.H. (2016). Advertising to businesses: Does creativity matter?. Industrial Marketing Management, 55, 169-177.
4. Brito, P. Q. and Joaquim, P. (2016). Online brochures: relationship between message strategies and communicated attributes, Anatolia, 27:1, 47-57.
5. Carey, J. W. (1960). Advertising: An institutional approach. Charles H. Sandage & Vernon Fryburger (ed.) In The Role of Advertising in Society (3-17), Homewood: Irwin.
6. Chen, H. and Taylor, R. (2012). Message Strategies of Chinese Award-Winning Print Advertisements A Longitudinal Analysis Using Taylor’s Six-Segment Message Strategy Wheel, Journal of Intercultural Communication, ISSN 1404-1634, issue 30.
7. Cohen, R. J., and Swerdlik, M. E. (2013). Psikolojik Test ve Değerleme Testlere ve Ölçmeye Giriş, Ankara: Nobel.
8. Deloitte, (n.d.). Türkiye’de Tahmini Medya ve Reklam Yatırımları. Retrieved from https://www2.deloitte.com/tr/tr/pages/technology-media-and-telecommunications/articles/turkiyede-tahmini-medya-ve-reklam-yatirimlari.html,

9. Elden, M. (2003). Reklam Yazarlığı. İstanbul: İletişim Yayınları.
10. Eğilmez, M. (2018, December 28). 2018'den 2019'a Geçerken Türkiye Ekonomisinin Görünümü, Retrieved from http://www.mahfiegilmez.com/2018/12/2018den-2019a-gecerken-turkiye.html.
11. Everett, S.E. (1988). Financial services advertising before and after the crash of 1987. Journalism Quarterly, 65(4), 920-924.
12. Frazer, C. (1983). Creative strategy: A management perspective. Journal of Advertising, 21, 36–41.
13. Hwang, J., McMillan, S. and Lee, G. (2003). Corporate web sites as advertising: An analysis of function, audiences, and message strategy. Journal of Interactive Advertising, 3, 12–32.
14. Golan, G., and Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication, 13, 959–972.
15. Gwet, K. (2001). Handbook of inter-rater reliability. Gaithersburg: Stataxis.
16. James, W. M. (2011). The appeals of luxury advertising: An application of Taylor’s six-segment message strategy wheel. The Elon Journal of Undergraduated Research in Communications, 2, 62–75.
17. Koslow, S. (2014). I Love Creative Advertising What It Is, When to Call for It, And How to Achieve It, Journal of Advertising Research, 5-8.
18. Kassarjian, H.H. (1977). Content analysis in consumer research, Journal of Consumer Research, 4(1), 8–18.
19. Kim, J., Sally J. M. and Jang-Sun, H. (2005). Strategies for the Super Bowl of Advertising: An Analysis of How the Web is Integrated into Campaigns, Journal of Interactive Advertising, 6(1), 46-60.
20. Lancaster, A. (2010). Can Taylor’s six-segment message strategy wheel be applied to public service advertising? Paper presented at the AAA 2010 Conference, Minneapolis, Retrieved from http://shodhganga.inflibnet.ac.in/bitstream/10603/97366/2/chapter%202.pdf,
21. Laskey, H. A., Day, E., and Crask, M. R. (1989). Typology of main message strategies for television commercials. Journal of Advertising, 18, 36–41.
22. Lee, G. (2000). Differences in the use of message strategies between the U.S. and Korean television automobile commercials. Paper presented at the National Conference of the Association for Education in Journalism and Mass Communication, Phoenix, AZ.
23. Lee, G., Kyoungtae J. N. and Hwang J. (2001). Message strategies of American and Korean television commercials. In C. R. Taylor (Ed.), The proceedings of the 2001 conference of the American academy of advertising (pp. 29–30). Salt Lake City: American Academy of Advertising.
24. Lee, T., Chung, W., and Taylor, R. (2011). Changes in advertising strategies during an economic crisis: An application of Taylor’s six-segment message strategy wheel. Journal of Applied Communication Research, 39, 75–91.
25. Mackey, A. and Susan M. G. (2005). Second Language Research: Metodology and Design. New York:Rouledge.
26. Moriarty, S. E. (1991). Creative Advertising Theory and Practice. New Jersey: Prentice Hall.
27. Morrison, M. and White, C. (2000). Super.com: An analysis of message strategies utilized in super bowl ads for dot.com companies. Paper presented at the Association for Education in Journalism and Mass Communication conference, Phoenix.
28. Neuendorf, K. A. (2002). The Content Analysis Guidebook, Sage Publications, Thousand Oaks.
29. Özkan, B. (2019, March 7). Konkordato ilan eden şirket sayısı 2 aydır açıklanmadı. Retrieved from https://www.sozcu.com.tr/2019/ekonomi/konkordato-ilan-eden-sirket-sayisi-2-aydir-aciklanmadi-3819094/,
30. Politz, A. (1960). The Dillemma of Creative Advertising. Journal of Marketing, October, 1-6.
31. Samati, A. and Khalili, H. (2017). Influence of in-store and out-of-store creative advertising strategies on consumer attitude and purchase intention, Intangible Capital, 13(3), 523-547.
32. Smith, R.E. and Yang, X. (2004). Toward a General Theory of Creativity in Advertising: Examining the Role of Divergence. Marketing Theory, 4(1-2), 31-58.
33. Taylor, R. (1999). A six-segment message strategy wheel. Journal of Advertising Research, 39, 7–17.
34. Taylor, R. E., Hoy, M. G., and Haley, E. (1996). How French advertising professionals develop creative strategy. The Journal of Advertising, 25(1), 1–14.
35. Tsourvakas, G., Kyriakos, R. and Ioanna, Y. (2017). Advertising message strategy analysis for award-winning digital ads, International Journal of Technology Marketing, 12(4). 340-355.
36. Tsai, W., and Lancaster, A. (2012). Message strategies in direct-to-consumer pharmaceutical advertising: A content analysis using Taylor’s six-segment message strategy wheel. Health Marketing Quarterly, 29, 239–255.
37. Yang, K. and Jolly, L.D. (2008). ‘Age cohort analysis in adoption of mobile data services: gen Xers versus baby boomers’, Journal of Consumer Marketing, 25(5), 272–280.
38. Zenith Media, (n.d.). Advertising Expenditure Forecasts March 2018. Retrieved from https://www.zenithmedia.com/wp-content/uploads/2018/03/Adspend-forecasts-March-2018-executive-summary.pdf,
39. United Metal Workers’ Union Research Center, (2019) Retrieved from, http://www.turkmetal.org.tr/
40. Turkish Statistical Institute, (2019) Retrieved from, http://tuik.gov.tr
41. Turkish Ministry of Family, Labor and Social Services, (2019). Retrieved from, https://www.ailevecalisma.gov.tr/