Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads

Hediye Aydoğan

Makale detayları

Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads

Yazarlar:

Hediye Aydoğan

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

Reklam

Dergi:

Alanya Akademik Bakış Vol.8 Issue 1, pp.268-281

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001311091

pISSN:

2651-4192

Anahtar kelimeler:

Özet:

 This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 0158, the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the productcustomer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.

 This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 0158, the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the productcustomer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.

 This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 0158, the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the productcustomer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.

 Bu çalışma, anlatı reklamı türü olan mini-dizi reklamların anlatı unsurlarını ve yaratıcı reklam stratejilerini ortaya çıkarmayı amaçlamaktadır. Bu doğrultuda, Kristal Elma Yarışmasında ödüllendirilen dört markaya ait mini-dizi reklamlar MAXQDA2020 programında nitel içerik analizine tabi tutulmuştur. Araştırma bulguları, mini-dizi reklamların ortalama 0158 süreye sahip olduğunu, olay örgüsünün çoğunlukla şimdiki zamanda dış mekânlarda geçtiğini, başrol karakterlerin baskın geldiğini ve ünlüler tarafından oynandığını, canlandırma anlatı formatının tercih edildiğini, anlatı odağı, marka görünürlüğü türü ve düzeyi açısından kayda değer farklılık göstermediğini, farklı ilerleyen olay örgüsü stratejisini yoğun kullandığını, ürünmüşteri stratejisi bağlamında farklı olmadığını, kalp stratejisine odaklandığını ve imaj, eğlence, kullanıcı imajı ve kullanım fırsatına odaklanarak konumlandırma stratejisine ağırlıklı olarak yer verdiğini göstermiştir. Araştırma bulgularından hareketle, uygulayıcı ve araştırmacılar için çeşitli çıkarımlarda bulunulmuştur.

Makale detayları

Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads

Yazarlar:

Hediye Aydoğan

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

Reklam

Dergi:

Alanya Akademik Bakış Vol.8 Issue 1, pp.268-281

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001311091

pISSN:

2651-4192

Digital Advertising

Narrative Advertising

Mini-Series Advertising

Creative Advertising Strategies

Qualitative Content Analysis.Dijital Reklam

Anlatı Reklamı

Mini-Dizi Reklamı

Yaratıcı Reklam Stratejileri

Nitel İçerik Analizi

Sayı

Makale detayları

Yazarlar: Hediye Aydoğan

Yayıncı: Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar: Reklam

Dergi: Alanya Akademik Bakış Vol.8 Issue 1, pp.268-281

Belge Tipi: Makale

Yayın Tarihi: 1/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001311091

pISSN: 2651-4192

Sayı

Yazarlar:

Hediye Aydoğan

Yayıncı:

Alanya Alaaddin Keykubat Üniversitesi

Ana Başlıklar:

Reklam

Dergi:

Alanya Akademik Bakış Vol.8 Issue 1, pp.268-281

Belge Tipi:

Makale

Yayın Tarihi:

1/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001311091

pISSN:

2651-4192