Animasyon filmlerde ürün yerleştirme stratejisinin kullanımı: Evliya Çelebi ve Ölümsüzlük Suyu üzerinden bir inceleme
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Dosyalar
Tarih
2021
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzün yoğun rekabet ortamında işletmeler pazar trendleri ile uyumlu inovatif reklam stratejileri aracılığıyla pazarda dinamik kalmayı hedeflemektedir. Bu yenilikçi çabalardan biri de ürün yerleştirme stratejisidir. Bu sebeple çalışma, ürün yerleştirme stratejisinin nasıl uygulandığını görmek amacıyla incelenmiştir. Örnek uygulama alanı olarak ise, yaratıcı türevli içerik endüstrisi olan animasyon film seçilmiştir. Bu endüstrinin seçilme sebebi, yerli yapım animasyon film endüstrisinde ürün yerleştirme stratejisinin kullanımına ilişkin çok fazla çalışma olmamasıdır. Amaçlı örneklem içerisinde tespit edilen 2014 yapımı olan Evliya Çelebi ve Ölümsüzlük Suyu animasyon filmi incelenmiştir. Yöntem olarak içerik analizi tekniği kullanılmıştır. Ayrıca ürün yerleştirmeye ilişkin diyaloglar hem sözel hem de görsel malzeme ile beraber değerlendirilerek analiz edilmiştir. Araştırma bulguları doğrultusunda animasyon filmde en çok görsel sunuma yer verilmiştir. İncelenen animasyon filmde spor, eğitim, inşaat, telekomünikasyon, ulaşım, turizm, gıda ve hizmet grubundan markaların ürün yerleştirmelerine yer verilmiştir.
In today’s challenging competitive environment, businesses aim to remain dynamic in the market through innovative advertising strategies that are compatible with market trends. One of these innovative efforts is the product placement strategy. For this reason, the study was examined to see how the product placement strategy was implemented. An example application area is the creative derivative content industry, an animated film has been selected. During the preliminary research, it was determined that there was not much work on the use of the product placement strategy when studies on the domestic production animation film industry were examined. The 2014 animated film Evliya Çelebi and the Water of Immortality were examined. Content analysis technique was used as a method. In addition, product placement dialogues were evaluated and analyzed together with both verbal and visual material. According to the research findings, most visual presentations are included in the animated film. In the animated film examined, product placements of brands from sports, education, construction, telecommunications, transportation, tourism, food and service groups are included.
In today’s challenging competitive environment, businesses aim to remain dynamic in the market through innovative advertising strategies that are compatible with market trends. One of these innovative efforts is the product placement strategy. For this reason, the study was examined to see how the product placement strategy was implemented. An example application area is the creative derivative content industry, an animated film has been selected. During the preliminary research, it was determined that there was not much work on the use of the product placement strategy when studies on the domestic production animation film industry were examined. The 2014 animated film Evliya Çelebi and the Water of Immortality were examined. Content analysis technique was used as a method. In addition, product placement dialogues were evaluated and analyzed together with both verbal and visual material. According to the research findings, most visual presentations are included in the animated film. In the animated film examined, product placements of brands from sports, education, construction, telecommunications, transportation, tourism, food and service groups are included.
Açıklama
Anahtar Kelimeler
Ürün Yerleştirme Stratejisi, Animasyon Film, Bütünleşik Pazarlama, Product Placement Strategy, Animation Film, Integrated Marketing
Kaynak
Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
4
Sayı
1
