What do Ready-To-Drink Food and Beverage Ads Focus On? An Analysis of Award-Winning Ads

Aslıhan Zenginbaş

Makale detayları

What do Ready-To-Drink Food and Beverage Ads Focus On? An Analysis of Award-Winning Ads

Yazarlar:

Aslıhan Zenginbaş

Yayıncı:

Sakarya University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Sakarya İletişim Vol.4 Issue 1, pp.39-55

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320622

pISSN:

2791-6464

Anahtar kelimeler:

Özet:

 The aim of this research is to describe the production of consent in ready-to-eat food advertisements with Crystal Apple Advertising award through thematic analysis. Advertisements are mostly preferred in convincing individuals of a certain idea, changing their existing ideas and feelings on any phenomenon. Studies revealing the effect of advertisements on the masses have been one of the subjects of academia for a long time. This research focuses on ready-to-eat food adverts. Considering the exposure rates of the masses to the phenomenon of advertising, which is capable of producing persuasion and hegemony, it aims to make important contributions to the literature on which themes ready-to-eat food advertisements try to manipulate the masses by focusing on. In the study, thematic analysis of the content analysis technique, one of the qualitative research methods, and frequency analysis of the quantitative research method were used. According to the findings of the study, eight main themes were obtained. These are; freshorganichygienic, feeling goodrefreshing, mother flavourbeing delicious, quick-practical preparationeasy to use, giving a gift, feeling trustlove for the country, breakfast tabletable culture, affordable price. In the light of these findings, the presentation of ready-to-eat food consumption to the consumer was opened to discussion and the findings were evaluated within the theoretical framework of consent production.

 The aim of this research is to describe the production of consent in ready-to-eat food advertisements with Crystal Apple Advertising award through thematic analysis. Advertisements are mostly preferred in convincing individuals of a certain idea, changing their existing ideas and feelings on any phenomenon. Studies revealing the effect of advertisements on the masses have been one of the subjects of academia for a long time. This research focuses on ready-to-eat food adverts. Considering the exposure rates of the masses to the phenomenon of advertising, which is capable of producing persuasion and hegemony, it aims to make important contributions to the literature on which themes ready-to-eat food advertisements try to manipulate the masses by focusing on. In the study, thematic analysis of the content analysis technique, one of the qualitative research methods, and frequency analysis of the quantitative research method were used. According to the findings of the study, eight main themes were obtained. These are; freshorganichygienic, feeling goodrefreshing, mother flavourbeing delicious, quick-practical preparationeasy to use, giving a gift, feeling trustlove for the country, breakfast tabletable culture, affordable price. In the light of these findings, the presentation of ready-to-eat food consumption to the consumer was opened to discussion and the findings were evaluated within the theoretical framework of consent production.

 The aim of this research is to describe the production of consent in ready-to-eat food advertisements with Crystal Apple Advertising award through thematic analysis. Advertisements are mostly preferred in convincing individuals of a certain idea, changing their existing ideas and feelings on any phenomenon. Studies revealing the effect of advertisements on the masses have been one of the subjects of academia for a long time. This research focuses on ready-to-eat food adverts. Considering the exposure rates of the masses to the phenomenon of advertising, which is capable of producing persuasion and hegemony, it aims to make important contributions to the literature on which themes ready-to-eat food advertisements try to manipulate the masses by focusing on. In the study, thematic analysis of the content analysis technique, one of the qualitative research methods, and frequency analysis of the quantitative research method were used. According to the findings of the study, eight main themes were obtained. These are; freshorganichygienic, feeling goodrefreshing, mother flavourbeing delicious, quick-practical preparationeasy to use, giving a gift, feeling trustlove for the country, breakfast tabletable culture, affordable price. In the light of these findings, the presentation of ready-to-eat food consumption to the consumer was opened to discussion and the findings were evaluated within the theoretical framework of consent production.

 Bu araştırmanın amacı Kristal Elma Reklam ödülüne sahip hazır gıda reklamlarındaki rıza üretimini tematik analiz üzerinden betimlemektedir. Bireylerin belirli bir düşünceye ikna edilmesinde, herhangi bir olgu üzerindeki mevcut fikir ve duygularının değiştirilmesinde çoğunluklar reklamlar tercih edilmektedir. Reklamların kitleler üzerindeki etkisini ortaya koyan çalışmalar akademinin uzun süredir çalışma konularından biridir. Bu araştırma ise hazır gıda reklamlarına odaklanmaktadır. İkna ve hegemonya üretme kabiliyetinde olan reklam olgusuna kitlelerin maruz kalma oranları göz önünde bulundurulduğunda hazır gıda reklamlarının hangi temaları odağına alarak kitleleri manipüle etmeye çalıştığı literatüre önemli katkılar sağlamayı hedeflemektedir. Çalışmada nitel araştırma yöntemlerinden içerik analizi tekniğinin tematik çözümlemesinden; nicel araştırma yönteminin frekans analizinden yararlanılmıştır. Araştırmanın bulgularına göre sekiz ana tema elde edilmiştir. Bunlar; tazeorganikhijyenik, iyi hissettirenserinletici, anne lezzetilezzetli olması, çabuk-pratik hazırlanmasıkolay kullanım, hediye vermesi, güven duyulmasıvatan sevgisi, kahvaltı masasısofra kültürü, fiyatının uygun olmasıdır. Bu bulgular ışığında hazır gıda tüketiminin tüketiciye sunuşu tartışmaya açılmış ve bulgular rıza üretimi kuramsal çerçevesinde değerlendirilmiştir.

Makale detayları

What do Ready-To-Drink Food and Beverage Ads Focus On? An Analysis of Award-Winning Ads

Yazarlar:

Aslıhan Zenginbaş

Yayıncı:

Sakarya University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Sakarya İletişim Vol.4 Issue 1, pp.39-55

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320622

pISSN:

2791-6464

Advertising

Food advertising

Persuasion

Content analysisReklam

Gıda reklamı

İkna

İçerik analizi

Sayı

Makale detayları

Yazarlar: Aslıhan Zenginbaş

Yayıncı: Sakarya University

Ana Başlıklar: Radyo-Televizyon

Dergi: Sakarya İletişim Vol.4 Issue 1, pp.39-55

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001320622

pISSN: 2791-6464

Sayı

Yazarlar:

Aslıhan Zenginbaş

Yayıncı:

Sakarya University

Ana Başlıklar:

Radyo-Televizyon

Dergi:

Sakarya İletişim Vol.4 Issue 1, pp.39-55

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001320622

pISSN:

2791-6464