THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING

Ömer Faruk Çiftci

doi:10.7456/tojdac.1932958

TR EN

GELECEĞİN EKRAN MANTIĞI: DİKEY ORAN, ALGI VE REKLAM FİLMİ KURGUSUNUN DÖNÜŞÜMÜ

Öz

Bu çalışma, mobil ekran ergonomisi, dikey video formatı ve algoritmik akışların kesişiminde şekillenen yeni bir “ekran mantığının”, reklam filmi kurgusunu nasıl dönüştürdüğünü incelemektedir. Dikey formatı salt teknik bir değişim değil, zaman-mekân algısını ve izleyici-dikkat ilişkisini yeniden kuran algısal bir rejim olarak ele alan araştırma, bu ortamda reklam filminin “belirsizlik koşullarında” işleyen bir tasarım problemine dönüştüğünü savunmaktadır. Çalışmada, dikey reklam filmlerinde ilk 1-3 saniyenin “kanca” işlevi, mikro-anlatı yapıları, sessiz izleme alışkanlığı nedeniyle tipografinin merkezi rolü ve yapay zekâ destekli üretim araçlarının modüler, spekülatif prototipler üretme kapasitesi, kavramsal bir çerçeve analiziyle irdelenmektedir. Bulgular, geleneksel uzun soluklu ve doğrusal kurgu mantığının yerini, hızla yakalayan, okunabilir, platforma özgü varyantlar üretmeye elverişli ve algoritmik dağıtım mantığına göre optimize edilmiş yeni bir kurgu disiplinin aldığını göstermektedir. Sonuç olarak, dikey ekran rejiminin, reklam filminin estetiğini, üretim ekonomisini ve tüketim pratiklerini köklü bir şekilde yeniden şekillendiren “geleceğin ekran mantığını” şimdiden inşa ettiği ortaya konulmaktadır.

Anahtar Kelimeler

Dijital Sanat, Dikey Video, Reklam Filmi Kurgusu, Algoritmik Akış, Dikkat Ekonomisi

THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING

Öz

This study examines how a new “screen logic,” shaped by the intersection of mobile screen ergonomics, vertical video format, and algorithmic feeds, transforms commercial film editing. Treating the vertical format not merely as a technical change but as a perceptual regime that reconstructs the sense of time-space and the viewer-attention relationship, the research argues that in this environment, the commercial film turns into a design problem operating under “conditions of uncertainty.” The study conceptually analyzes the “hook” function of the first 1-3 seconds in vertical commercials, micro-narrative structures, the central role of typography due to silent viewing habits, and the capacity of AI-powered production tools to create modular, speculative prototypes. The findings show that the traditional logic of long-form, linear editing has been replaced by a new editing discipline that is quick to capture attention, legible, conducive to producing platform-specific variants, and optimized for algorithmic distribution logic. In conclusion, it is revealed that the vertical screen regime is already constructing the “future screen logic” that fundamentally reshapes the aesthetics, production economy, and consumption practices of the commercial film.

Anahtar Kelimeler

Digital Art, Vertical Video, Commercial Film Editing, Algorithmic Feed, Attention Economy

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İletişim Çalışmaları, İletişim Teknolojisi ve Dijital Medya Çalışmaları

Bölüm

Araştırma Makalesi

Yazarlar

Ömer Faruk Çiftci ^*
0000-0001-6527-2136
Türkiye

Yayımlanma Tarihi

1 Temmuz 2026

Gönderilme Tarihi

17 Nisan 2026

Kabul Tarihi

28 Haziran 2026

Yayımlandığı Sayı

Yıl 2026 Cilt: 16 Sayı: 3

DOI

https://doi.org/10.7456/tojdac.1932958

IZ

https://izlik.org/JA42HG64DH

APA

Çiftci, Ö. F. (2026). THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING. The Turkish Online Journal of Design Art and Communication, 16(3), 1815-1828. https://doi.org/10.7456/tojdac.1932958

AMA

1.Çiftci ÖF. THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING. TOJDAC. 2026;16(3):1815-1828. doi:10.7456/tojdac.1932958

Chicago

Çiftci, Ömer Faruk. 2026. “THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING”. The Turkish Online Journal of Design Art and Communication 16 (3): 1815-28. https://doi.org/10.7456/tojdac.1932958.

EndNote

Çiftci ÖF (01 Temmuz 2026) THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING. The Turkish Online Journal of Design Art and Communication 16 3 1815–1828.

IEEE

[1]Ö. F. Çiftci, “THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING”, TOJDAC, c. 16, sy 3, ss. 1815–1828, Tem. 2026, doi: 10.7456/tojdac.1932958.

ISNAD

Çiftci, Ömer Faruk. “THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING”. The Turkish Online Journal of Design Art and Communication 16/3 (01 Temmuz 2026): 1815-1828. https://doi.org/10.7456/tojdac.1932958.

JAMA

1.Çiftci ÖF. THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING. TOJDAC. 2026;16:1815–1828.

MLA

Çiftci, Ömer Faruk. “THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING”. The Turkish Online Journal of Design Art and Communication, c. 16, sy 3, Temmuz 2026, ss. 1815-28, doi:10.7456/tojdac.1932958.

Vancouver

1.Ömer Faruk Çiftci. THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING. TOJDAC. 01 Temmuz 2026;16(3):1815-28. doi:10.7456/tojdac.1932958

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GELECEĞİN EKRAN MANTIĞI: DİKEY ORAN, ALGI VE REKLAM FİLMİ KURGUSUNUN DÖNÜŞÜMÜ

Öz

Anahtar Kelimeler

THE FUTURE SCREEN LOGIC: VERTICAL ASPECT RATIO, PERCEPTION AND THE TRANSFORMATION OF COMMERCIAL FILM EDITING

Öz

Anahtar Kelimeler

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster