USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
As a requirement of human nature, storytelling is an important part of social life. Businesses that are aware of this are making an effort to build their brands through narrative ads. Since there are various ways and elements of storytelling, trademarks can reach their target audiences more effectiv...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2021
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/eea958409b9840e385fc216a41066f7a |
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| Sumario: | As a requirement of human nature, storytelling is an important part of social life. Businesses that are aware of this are making an effort to build their brands through narrative ads. Since there are various ways and elements of storytelling, trademarks can reach their target audiences more effectively by producing storyized ads and messages using these ways and elements. In this exploratory study, the meaning of the concepts of story and storytelling in the literature and some effects arising from storytelling are reviewed, the websites and social media accounts of 167 members of the Birleşmiş Markalar Derneği (BMD) are analyzed separately in terms of features and elements. For this reason, content analysis was used to evaluate brands according to their storytelling usage, and it was determined that 57 of 167 brands' websites were using storytelling elements. Then, the stories were divided into four different groups by performing a two-stage clustering analysis, and the differences and similarities of these groups from each other were evaluated. According to the results, it was found that the authenticity, conciseness and reversal that should be in a good story are seen in most of the storyized brand advertisements, but the humor element is used less frequently. In addition, the ordinary man and hero archetypes are used more frequently in the advertisements of BMD member brands, and the presence of various storylines in the advertisements draws attention. As a result of the evaluations, it is determined that storytelling is not used by many BMD member brands, the reasons for this situation and suggestions for developing storytelled messages are discussed in the conclusion part of the research. |
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