CREATIVE STRATEGIES on TURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL

Çalışmada Aralık 2018’de Türk Ulusal Televizyon kanalları içerisinde en çok izlenme oranına sahip ilk 5 televizyon kanalında, prime time saat aralığında yayımlanan toplam 2871 reklam incelenmiştir. Taylor’ın altı segmentli mesaj stratejisi çerçevesinde içerik analizi yöntemi ile incelenen reklamların tekrar yayınları çıkartılarak 320 reklamın mesaj stratejisi değerlendirilmiştir. Taylor’un altı segmentli mesaj stratejisinin teorik çerçeve olarak ele alındığı çalışmada Türk televizyon reklamlarında kullanılan ana iletişim yaklaşımını (ritüel ve aktarım) ve mesaj stratejisini (ego, sosyal, duyusal, rutin, akut ihtiyaç veya rasyonel) incelemektedir. Elde edilen önemli bulgular arasında aktarım görünümü kullanımına 65% oranında rastlanılmış, 320 reklamdan 94’ünde rasyonel segment kullanımı saptanmıştır. Bunun yanı sıra ritüel görünüm tüm reklamlarda 35% oranında rastlanılmıştır.

Anahtar Kelimeler:

TV Reklamcılığı, Reklamcılık, Yaratıcı Stratejiler, Taylor’un Altı Segmentli Mesaj Stratejisi

CREATIVE STRATEGIES onTURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL

2871 commercials broadcast during prime time on 5 TV stations with the highest ratings among Turkish National TV Stations in December 2018 were examined in the study. Analyzing the advertisements with the content analysis method within Taylor’s six-segment message strategy wheel, the reruns of the commercials were excluded, leaving 320 commercials to be examined according to their message strategies. Taylor’s six-segment message strategy wheel constituted the theoretical framework of this study, allowing to analyze the communication approach (transmission or ritual) and message strategy (ego, social, sensory, routine, acute need, or ration) of Turkish television advertisements. Gathered data revealed 65% of the advertisements used transmission view with 94 of 320 ads being in rational segment. Among all advertisements ritual view was used in 35%.

Keywords:

Advertising, TV Advertising, Creative Strategies, Taylor’s Six Segment Message Strategy,

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