Product Placement in the Turkish Tv Series Industry: The Examples of Yalı Çapkını and Kızılcık Şerbeti

Buşra Ayız

Makale detayları

Product Placement in the Turkish Tv Series Industry: The Examples of Yalı Çapkını and Kızılcık Şerbeti

Yazarlar:

Buşra Ayız

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.10 Issue 1, pp.65-87

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001347623

pISSN:

2587-1544

Anahtar kelimeler:

Özet:

 In the Turkish TV series industry, product placement is the placement of brands and products in TV series, usually as elements that characters use or are around. This strategy is used to increase the visibility of brands through the popularity and large audience of TV series.Product placement is a very common practice in Turkish TV series. Turkish TV series have become an important medium for promoting many local and foreign brands. Product placement, which is a type of advertising, is carried out by introducing the brand or product by integrating it into the script in TV series, programs or films In Turkish TV series, the product placement technique is mostly seen in the form of showing the characters in the scene where the characters are present by utilizing the fan base of the series characters or the products used by the characters in the scene. Although product placement has a long history in the world, it has only recently been legalized in our country. In the research; the two most watched Turkish series in 2024 were selected, and five episodes were randomly recorded from these series in detail. In order to detect product placement, the content analysis method was used to detect product placement, and to evaluate how it was integrated into the unwanted series, how it remained on the screen and the types of placement. In addition, the narrative techniques used in the series, the unwanted repeated rates and the brands placed were addressed with a comparative analysis; With the findings obtained, the effects of product placement on the marketing and advertising strategy in the Turkish series sector were analyzed.

 In the Turkish TV series industry, product placement is the placement of brands and products in TV series, usually as elements that characters use or are around. This strategy is used to increase the visibility of brands through the popularity and large audience of TV series.Product placement is a very common practice in Turkish TV series. Turkish TV series have become an important medium for promoting many local and foreign brands. Product placement, which is a type of advertising, is carried out by introducing the brand or product by integrating it into the script in TV series, programs or films In Turkish TV series, the product placement technique is mostly seen in the form of showing the characters in the scene where the characters are present by utilizing the fan base of the series characters or the products used by the characters in the scene. Although product placement has a long history in the world, it has only recently been legalized in our country. In the research; the two most watched Turkish series in 2024 were selected, and five episodes were randomly recorded from these series in detail. In order to detect product placement, the content analysis method was used to detect product placement, and to evaluate how it was integrated into the unwanted series, how it remained on the screen and the types of placement. In addition, the narrative techniques used in the series, the unwanted repeated rates and the brands placed were addressed with a comparative analysis; With the findings obtained, the effects of product placement on the marketing and advertising strategy in the Turkish series sector were analyzed.

 In the Turkish TV series industry, product placement is the placement of brands and products in TV series, usually as elements that characters use or are around. This strategy is used to increase the visibility of brands through the popularity and large audience of TV series.Product placement is a very common practice in Turkish TV series. Turkish TV series have become an important medium for promoting many local and foreign brands. Product placement, which is a type of advertising, is carried out by introducing the brand or product by integrating it into the script in TV series, programs or films In Turkish TV series, the product placement technique is mostly seen in the form of showing the characters in the scene where the characters are present by utilizing the fan base of the series characters or the products used by the characters in the scene. Although product placement has a long history in the world, it has only recently been legalized in our country. In the research; the two most watched Turkish series in 2024 were selected, and five episodes were randomly recorded from these series in detail. In order to detect product placement, the content analysis method was used to detect product placement, and to evaluate how it was integrated into the unwanted series, how it remained on the screen and the types of placement. In addition, the narrative techniques used in the series, the unwanted repeated rates and the brands placed were addressed with a comparative analysis; With the findings obtained, the effects of product placement on the marketing and advertising strategy in the Turkish series sector were analyzed.

 Turk dizi sektörunde urun yerleştirme, markaların ve urunlerin dizilerde, genellikle karakterlerin kullandığı ya da etrafında bulunduğu unsurlar olarak yerleştirilmesi işlemidir. Bu strateji, dizilerdeki populerlik ve geniş izleyici kitlesi sayesinde markaların görunurluğunu artırmak için kullanılır. Ürun yerleştirme Turkiyedeki dizilerde oldukça yaygın bir uygulamadır. Turk dizileri, yerli ve yabancı birçok markanın tanıtımını yapmak için önemli bir mecra haline gelmiştir. Bir reklam turu olan urun yerleştirme, dizilerde, programlarda veya filmlerde senaryo içerisine konu ile butunleştirilerek marka veya urunun tanıtılması ile gerçekleştirilir. Turk dizilerinde urun yerleştirme tekniği daha çok dizi karakterlerinin hayran kitlesinden faydalanılarak karakterlerin bulunduğu sahnede gösterilmesi veya karakterlerin sahne içerisinde kullandığı urunler şeklinde karşımıza çıkmaktadır. Dunyada urun yerleştirmenin tarihi çok eskilere dayanmasına rağmen ulkemizde yasalaşması yakın bir tarihte gerçekleşmiştir. Araştırmada ; 2024 yılında en çok izlenen iki Turk dizisi seçilerek, bu dizilerden rastgele belirlenen beşer bölum detaylı olarak incelenmiştir. Ürun yerleştirme uygulamalarını tespit etmek amacıyla içerik analizi yöntemi kullanılarak urunlerin diziye nasıl entegre edildiği, ekranda kalma sureleri ve yerleştirme turleri değerlendirilmiştir. Ayrıca, dizilerde kullanılan anlatım teknikleri, urunlerin tekrar edilme oranları ve yerleştirilen markalar karşılaştırmalı bir analizle ele alınmış; elde edilen bulgular doğrultusunda, urun yerleştirmenin Turk dizi sektörundeki pazarlama ve reklam stratejilerine etkisi analiz edilmiştir.

Makale detayları

Product Placement in the Turkish Tv Series Industry: The Examples of Yalı Çapkını and Kızılcık Şerbeti

Yazarlar:

Buşra Ayız

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.10 Issue 1, pp.65-87

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001347623

pISSN:

2587-1544

product placement

tv series

brand

advertisementürün yerleştirme

dizi

marka

reklam

Sayı

Makale detayları

Yazarlar: Buşra Ayız

Yayıncı: Ondokuz Mayıs University

Ana Başlıklar: İletişim Çalışmaları

Dergi: Middle Black Sea Journal of Communication Studies Vol.10 Issue 1, pp.65-87

Belge Tipi: Makale

Yayın Tarihi: 6/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001347623

pISSN: 2587-1544

Sayı

Yazarlar:

Buşra Ayız

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.10 Issue 1, pp.65-87

Belge Tipi:

Makale

Yayın Tarihi:

6/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001347623

pISSN:

2587-1544