ANALYSIS OF TRT COMMERCIALS WITH HUMOUR CONTENT BETWEEN 1980-1990

Mustafa Gültepe

Makale detayları

ANALYSIS OF TRT COMMERCIALS WITH HUMOUR CONTENT BETWEEN 1980-1990

Yazarlar:

Mustafa Gültepe

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.79-108

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342618

pISSN:

2636-753X

Anahtar kelimeler:

Özet:

 One of the most basic objectives of advertisements is to attract the attention of the target audience. In terms of television advertisements, humour is one of the most commonly used methods to attract this attention. This study focuses on the use of humorous advertisements and the way they are used. In general, the aim of the study is to reveal the importance of humour, which has been widely used from past to present, in terms of advertising. The research conducted in this direction covers TRT advertisements from the economic decisions of 24 January 1980 until 7 May 1990, the opening date of the first private television. The research has created a basis for understanding the advertising strategies in that period by dealing with TRT commercials. Within the scope of the study, the 80s, when advertising was developing, are remembered both politically and with the neoliberal decisions taken. TRT commercials in the period under study were evaluated in terms of humour, and qualitative observation method was used to analyse the obtained commercials. In the analysis of the advertisements, how humour was integrated into the advertisement content and which techniques were used were analysed. As a result, the study provides an important perspective to understand the evolution of the advertising sector in Turkey and how humour is used in advertisements. It was concluded that humour is effective in advertising strategies, attracts the attention of the target audience and increases the memorability of the advertisement.

 One of the most basic objectives of advertisements is to attract the attention of the target audience. In terms of television advertisements, humour is one of the most commonly used methods to attract this attention. This study focuses on the use of humorous advertisements and the way they are used. In general, the aim of the study is to reveal the importance of humour, which has been widely used from past to present, in terms of advertising. The research conducted in this direction covers TRT advertisements from the economic decisions of 24 January 1980 until 7 May 1990, the opening date of the first private television. The research has created a basis for understanding the advertising strategies in that period by dealing with TRT commercials. Within the scope of the study, the 80s, when advertising was developing, are remembered both politically and with the neoliberal decisions taken. TRT commercials in the period under study were evaluated in terms of humour, and qualitative observation method was used to analyse the obtained commercials. In the analysis of the advertisements, how humour was integrated into the advertisement content and which techniques were used were analysed. As a result, the study provides an important perspective to understand the evolution of the advertising sector in Turkey and how humour is used in advertisements. It was concluded that humour is effective in advertising strategies, attracts the attention of the target audience and increases the memorability of the advertisement.

 One of the most basic objectives of advertisements is to attract the attention of the target audience. In terms of television advertisements, humour is one of the most commonly used methods to attract this attention. This study focuses on the use of humorous advertisements and the way they are used. In general, the aim of the study is to reveal the importance of humour, which has been widely used from past to present, in terms of advertising. The research conducted in this direction covers TRT advertisements from the economic decisions of 24 January 1980 until 7 May 1990, the opening date of the first private television. The research has created a basis for understanding the advertising strategies in that period by dealing with TRT commercials. Within the scope of the study, the 80s, when advertising was developing, are remembered both politically and with the neoliberal decisions taken. TRT commercials in the period under study were evaluated in terms of humour, and qualitative observation method was used to analyse the obtained commercials. In the analysis of the advertisements, how humour was integrated into the advertisement content and which techniques were used were analysed. As a result, the study provides an important perspective to understand the evolution of the advertising sector in Turkey and how humour is used in advertisements. It was concluded that humour is effective in advertising strategies, attracts the attention of the target audience and increases the memorability of the advertisement.

 Reklamların en temel amaçlarının başında hedef kitlenin dikkatini çekmek gelmektedir. Televizyon reklamları açısından bakıldığında, bu ilgiyi çekmek için en çok başvurulan yöntemlerin başında mizah gelmektedir. Bu çalışma, mizah içerikli reklamların kullanımına ve kullanım şekline odaklanmaktadır. Genel olarak çalışmanın amacı, geçmişten günümüze yaygın olarak kullanılan bir tür olan mizahın reklam açısından önemini ortaya koymaktır. Bu doğrultuda yapılan araştırma, 24 Ocak 1980 ekonomik kararlarından itibaren ilk özel televizyonun açılış tarihi olan 7 Mayıs 1990 tarihine kadar olan TRT reklamlarını kapsamaktadır. Araştırma TRT reklamlarını ele alarak, o dönemdeki reklam stratejilerini anlamak için bir temel oluşturmuştur. Çalışma kapsamında reklamcılığın gelişmekte olduğu 80li yıllar hem siyasi olarak hem de alınan neoliberal kararlarla hatırlanmaktadır. Ele alınan dönemde yer alan TRT reklamları mizah açısından değerlendirilmiş olup, elde edilen reklamları analiz etmek için nitel gözlem yöntemi kullanılmıştır. Reklamların incelenmesinde mizahın reklam içeriğine nasıl entegre edildiği ve hangi tekniklerin olduğu analiz edilmiştir. Sonuç olarak çalışma, Türkiyede reklamcılık sektörünün evrimini anlamak ve mizahın reklamlarda nasıl kullanıldığını anlamak için önemli bir perspektif sunmaktadır. Mizahın reklam stratejilerindeki etkili olduğu, hedef kitlenin dikkatini çektiği ve reklamın akılda kalıcılığını artırdığı sonuçlarına ulaşılmıştır.

Makale detayları

ANALYSIS OF TRT COMMERCIALS WITH HUMOUR CONTENT BETWEEN 1980-1990

Yazarlar:

Mustafa Gültepe

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.79-108

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342618

pISSN:

2636-753X

Humour Types

Popular Culture

1980 Coup

Metaphor

TRT.Mizah Türleri

Popüler Kültür

1980 Darbesi

Metafor

TRT.

Sayı

Makale detayları

Yazarlar: Mustafa Gültepe

Yayıncı: Istanbul Ticaret University

Ana Başlıklar: Reklam Çözümlemesi

Dergi: Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.79-108

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001342618

pISSN: 2636-753X

Sayı

Yazarlar:

Mustafa Gültepe

Yayıncı:

Istanbul Ticaret University

Ana Başlıklar:

Reklam Çözümlemesi

Dergi:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.8 Issue 1, pp.79-108

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001342618

pISSN:

2636-753X