Advertising Music in the Minds of Consumers: A Case Study of Vernel Ads

Vildan Güneş

Makale detayları

Advertising Music in the Minds of Consumers: A Case Study of Vernel Ads

Yazarlar:

Vildan Güneş

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 65, pp.18-35

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001306253

pISSN:

2147-4524

Anahtar kelimeler:

Özet:

 The use of music in advertisements increases the impact of the brand on the consumer. Choosing the right ad music is important for brand awareness and permanence. Different types of music are used in television and radio advertisements, including background music, jingles, popular music, signal music, and custom music. In this study, Vernels television commercials were examined among the commercial music that took place in the minds of consumers. The analysis of advertisements was made on image, sound, and text data. With the case study method, the changes in the historical process of the advertising music of this brand are revealed with other elements of the advertisement. Fifteen television commercials of Vernel broadcasted on television channels between 1983 and 2021 were included in the research. Vernel was chosen because it is the first fabric softener brand in Türkiye, and it used a catchy and simple advertisement music. In the first years of this brand, its specially used music was intended to be permanent in the minds that the product makes the laundry soft and smells sweet. However, since 2016, it has been observed that popular music and different background music have been used instead of Vernels special music and lyrics. In recent years, Vernel has completely differentiated itself in terms of product and advertising strategies. This shows that Vernels product and advertising strategies have completely changed recently and evolved in a different direction from its previous approaches.

 The use of music in advertisements increases the impact of the brand on the consumer. Choosing the right ad music is important for brand awareness and permanence. Different types of music are used in television and radio advertisements, including background music, jingles, popular music, signal music, and custom music. In this study, Vernels television commercials were examined among the commercial music that took place in the minds of consumers. The analysis of advertisements was made on image, sound, and text data. With the case study method, the changes in the historical process of the advertising music of this brand are revealed with other elements of the advertisement. Fifteen television commercials of Vernel broadcasted on television channels between 1983 and 2021 were included in the research. Vernel was chosen because it is the first fabric softener brand in Türkiye, and it used a catchy and simple advertisement music. In the first years of this brand, its specially used music was intended to be permanent in the minds that the product makes the laundry soft and smells sweet. However, since 2016, it has been observed that popular music and different background music have been used instead of Vernels special music and lyrics. In recent years, Vernel has completely differentiated itself in terms of product and advertising strategies. This shows that Vernels product and advertising strategies have completely changed recently and evolved in a different direction from its previous approaches.

 The use of music in advertisements increases the impact of the brand on the consumer. Choosing the right ad music is important for brand awareness and permanence. Different types of music are used in television and radio advertisements, including background music, jingles, popular music, signal music, and custom music. In this study, Vernels television commercials were examined among the commercial music that took place in the minds of consumers. The analysis of advertisements was made on image, sound, and text data. With the case study method, the changes in the historical process of the advertising music of this brand are revealed with other elements of the advertisement. Fifteen television commercials of Vernel broadcasted on television channels between 1983 and 2021 were included in the research. Vernel was chosen because it is the first fabric softener brand in Türkiye, and it used a catchy and simple advertisement music. In the first years of this brand, its specially used music was intended to be permanent in the minds that the product makes the laundry soft and smells sweet. However, since 2016, it has been observed that popular music and different background music have been used instead of Vernels special music and lyrics. In recent years, Vernel has completely differentiated itself in terms of product and advertising strategies. This shows that Vernels product and advertising strategies have completely changed recently and evolved in a different direction from its previous approaches.

 Reklamlarda müzik kullanımı, markanın tüketici üzerindeki etkisini arttırmaktadır. Doğru reklam müziği seçimi, markanın bilinirliği ve kalıcılığı açısından önemlidir. Reklamlarda, arka fon müziği, cıngıl, popüler müzik, sinyal müziği ve özel yapım müzik olmak üzere farklı türde müzikler kullanılır. Bu çalışmada, tüketicilerin zihninde yer edinen reklam müzikleri arasında Vernelin televizyon reklamları incelenmiştir. Reklamların incelenmesi, görüntü, ses ve metin verileri üzerinden yapılmıştır. Örnek olay yöntemi ile bu markanın reklam müziklerinin tarihsel süreçteki değişimleri, reklamın diğer unsurları ile ortaya konulmaktadır. Vernelin, 1983-2021 yılları aralığında televizyon kanallarında yayınlanan on beş televizyon reklamı araştırmaya dahil edilmiştir. Vernelin seçilme nedeni, Türkiyenin ilk çamaşır yumuşatıcısı markası olması ve akılda kalıcı, basit bir reklam müziği kullanmasıdır. Bu markanın ilk yıllarında, özel olarak kullanılan müziğinde, ürünün, çamaşırları yumuşacık yaptığı ve mis gibi kokmasını sağladığına yönelik sloganla birlikte zihinlerde kalıcı olması amaçlanmıştır. Ancak 2016 yılından itibaren Vernele ait özel müziğinin ve sözlerinin yerine popüler müzik ve farklı arka fon müzikleri kullanıldığı gözlemlenmektedir. Son yıllarda Vernelin ürün ve reklam stratejileri konusunda tamamen farklılaştığı görülmektedir. Bu durum, Vernelin son zamanlarda ürün ve reklam stratejilerinin tamamen değiştiğini ve önceki yaklaşımlarından farklı bir yöne evrildiğini göstermektedir.

Makale detayları

Advertising Music in the Minds of Consumers: A Case Study of Vernel Ads

Yazarlar:

Vildan Güneş

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 65, pp.18-35

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001306253

pISSN:

2147-4524

Keywords: Advertisement music

Special edition music

Jingle

Popular Music

Needle Drop MusicReklam müzikleri

Özel yapım müzik

Cıngıl

Popüler müzik

Arka fon müziği

Sayı

Makale detayları

Yazarlar: Vildan Güneş

Yayıncı: Ankara Hacı Bayram Veli University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: İletişim Kuram ve Araştırma Dergisi Issue 65, pp.18-35

Belge Tipi: Makale

Yayın Tarihi: 12/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001306253

pISSN: 2147-4524

Sayı

Yazarlar:

Vildan Güneş

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

İletişim Kuram ve Araştırma Dergisi Issue 65, pp.18-35

Belge Tipi:

Makale

Yayın Tarihi:

12/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001306253

pISSN:

2147-4524