Kadın ve erkek dergilerinde eğlence içerikli reklamların ELM’ye göre içerik analizi
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Dosyalar
Tarih
2014
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi İletişim Fakültesi Medya ve İletişim Sistemleri Bölümü
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Özet: Eğlence geniş bir alanı kapsar. Farklı özelliklere sahip kişiler eğlence ürünleri söz konusu olduğunda ortak bir zeminde buluşabilir. Günümüzde eğlendirerek pazarlama yaklaşımı bütün dünyada birçok markanın kaynağı olmaya başlamıştır. Bugün reklamlara bakıldığında eğlence unsurunun olmadığı reklam neredeyse yok gibidir. Bu çalışmada, Türkiye’de yayın hayatına devam eden kadın ve erkek dergilerinden belirli kurallar çerçevesinde bir örneklem oluşturularak, bu dergilerde yayınlanan eğlence içerikli reklamların, endüstriyel anlamda ve ELM’ye göre analizinin gerçekleştirilmesi amaçlanmıştır. Araştırmada Türkiye’de yayın hayatına devam eden 6 adet (3 Kadın – 3 Erkek) dergi, tiraj ve reklam alma durumuna göre seçilmiş dergilerden alınan reklamlar ile örneklem oluşturulmuştur. Reklamlarda uygulanan eğlence içeriğiyle reklamın içerdiği argümanın kalitesini ve ayrıca reklamda ELM’ye göre izlenen yol ve reklam ile yayın arasındaki ilişkinin saptanabilmesi için bir kodlama formu oluşturulmuştur. Seçilen tüm reklamlar bu kodlamaya göre içerik analizine tabi tutulmuştur. Araştırma sonucunda, özel ilgi dergilerinde merkezi yolun ağırlıklı olarak kullanıldığı, merkezi yolun kullanıldığı reklamlarda da argüman kalitesinin yüksek olduğu ve bunun yanında özel günlerde çevresel yolunda kullanıldığı görülmüştür.
Entertainment is a structure that has both historical and cultural characteristics. Fundamentally the concept of entertainment is hard to be defined because of its structure and areas it covers. Yet, in order to give a common definition entertainment must be able to be defined concurrently. As entertainment includes real applications and mental processes, a phenomenon or activity that is evaluated to be an entertainment for someone may not be an entertainment for some others. Today’s understanding of entertainment is evaluated to be a free-time activity rather than a pragmatic habit. Modern entertainment understanding simply is not connection related to preventing from bareness or social relationship. (Dyer, 2002: p. 5) Entertainment, has become a universal and one of the most important industrial branches in today’s world. Improvement of the entertainment industry can be calculated through participation in entertainment activities and events, improvements in media advertisements, growth in employment and growth in the global market. These improvements in the entertainment industry provided marketing of entertainment to improve (Argan, 2007: p. 84). Today, the approach of marketing through entertaining has started to be the source of many brands in the world. And when we look at the advertisements we can see that there is nearly no advertisement that does not include the element of entertainment. Leo Burnett, in order to emphasize the importance of entertainment in advertisement stated (Jones, 1999: p. 181): “Entertainment without sale does not get anywhere but sales without entertainment becomes unpleasant” By saying this, he is trying to tell how important entertainment is in the advertisement. Entertainment, provides people to get pleasure out of life, to bring differences to their lives. Advertisers, by producing advertisements that have entertainment, enables people to have a good time by annihilating the monotony in their daily lives. Magazines are one of the mass media entertainment elements in the entertainment sector. (Continued)
Entertainment is a structure that has both historical and cultural characteristics. Fundamentally the concept of entertainment is hard to be defined because of its structure and areas it covers. Yet, in order to give a common definition entertainment must be able to be defined concurrently. As entertainment includes real applications and mental processes, a phenomenon or activity that is evaluated to be an entertainment for someone may not be an entertainment for some others. Today’s understanding of entertainment is evaluated to be a free-time activity rather than a pragmatic habit. Modern entertainment understanding simply is not connection related to preventing from bareness or social relationship. (Dyer, 2002: p. 5) Entertainment, has become a universal and one of the most important industrial branches in today’s world. Improvement of the entertainment industry can be calculated through participation in entertainment activities and events, improvements in media advertisements, growth in employment and growth in the global market. These improvements in the entertainment industry provided marketing of entertainment to improve (Argan, 2007: p. 84). Today, the approach of marketing through entertaining has started to be the source of many brands in the world. And when we look at the advertisements we can see that there is nearly no advertisement that does not include the element of entertainment. Leo Burnett, in order to emphasize the importance of entertainment in advertisement stated (Jones, 1999: p. 181): “Entertainment without sale does not get anywhere but sales without entertainment becomes unpleasant” By saying this, he is trying to tell how important entertainment is in the advertisement. Entertainment, provides people to get pleasure out of life, to bring differences to their lives. Advertisers, by producing advertisements that have entertainment, enables people to have a good time by annihilating the monotony in their daily lives. Magazines are one of the mass media entertainment elements in the entertainment sector. (Continued)
Açıklama
Anahtar Kelimeler
Eğlence, ELM, Reklam, ELM, Entertainment, Advertising
Kaynak
Intermedia Uluslararası Hakemli İletişim Bilimleri E-Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
1
Sayı
25
