ANALYSIS OF INTERNATIONAL BRANDS’ ADVERTISING FILMS BY SEMIOTICS METHOD AND PUT FORTH OF MIXED ADVERTISING
In the world advertising literature, in scientific and academic sources, in terms of the basis of the message, advertisements are divided into two category as factual/rational and emotional. As potential consumers tend to buy faster due to the pleasures and impulses that perceived in emotional adver...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2021
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| Acceso en línea: | https://doaj.org/article/0148839feffc4ac88eb7c396b0e12d9c |
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| Sumario: | In the world advertising literature, in scientific and academic sources, in terms of the basis of the message, advertisements are divided into two category as factual/rational and emotional. As potential consumers tend to buy faster due to the pleasures and impulses that perceived in emotional advertisements, emotional advertising are increasing gradually in the sector. In some advertisements, it is seen that both cases are used together. However, although there are samples in which both cases are jointly used in the same advertisement, when this distinction is examined in the literature, only factual and emotional distinction is made and a third category is not included. In this context, the intention of the study is to bring a new category to the literature with the name "Karma". In this aim, from all those which are international brand evaluation and rating organizations; Interbrand, BrandZ, and Brand Finance and their published list by in 2019 were examined and one of the top ranked brand. In these lists, the values created by all world brands are listed as value in dollars basis. which is common to all of them was selected by purposeful sampling method. Sample advertisement videos of this brand which were obtained from secondary data sources through digital literature scanning and analyzed by semiotic analysis method. Ultimately, it has been tried to prove that mixed advertising is also present in the sector in addition to factual and emotional advertising. In the study, firstly the conceptual framework was mentioned and then the video ads of the brand selected with the purposeful sampling method were examined. As a result, it was determined and proved that the mixed method was applied and that it was present in the sector, and it was deemed appropriate to introduce this phenomenon to the international literature. |
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