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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Autor principal:	Orhan DUMAN
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2021
Materias:	brand communication storytelling advertisement Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/eea958409b9840e385fc216a41066f7a
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id	oai:doaj.org-article:eea958409b9840e385fc216a41066f7a
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spelling	oai:doaj.org-article:eea958409b9840e385fc216a41066f7a2021-11-24T09:20:32ZUSING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK2148-416310.29228/JASSS.52036https://doaj.org/article/eea958409b9840e385fc216a41066f7a2021-10-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=6d8a630c-f069-4848-910f-9d4398b79dc4.pdf&key=52036https://doaj.org/toc/2148-4163As 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.Orhan DUMANFırat Universityarticlebrand communicationstorytellingadvertisementSocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 14, Iss 86, Pp 557-580 (2021)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	brand communication storytelling advertisement Social Sciences H Social sciences (General) H1-99
spellingShingle	brand communication storytelling advertisement Social Sciences H Social sciences (General) H1-99 Orhan DUMAN USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
description	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.
format	article
author	Orhan DUMAN
author_facet	Orhan DUMAN
author_sort	Orhan DUMAN
title	USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
title_short	USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
title_full	USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
title_fullStr	USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
title_full_unstemmed	USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK
title_sort	using storytelling in advertisements as a brand communication tool and examining the advertisements of the members of bi̇rleşmi̇ş markalar derneği̇ in this framework
publisher	Fırat University
publishDate	2021
url	https://doaj.org/article/eea958409b9840e385fc216a41066f7a
work_keys_str_mv	AT orhanduman usingstorytellinginadvertisementsasabrandcommunicationtoolandexaminingtheadvertisementsofthemembersofbirlesmismarkalardernegiinthisframework
_version_	1718415770951614464

USING STORYTELLING IN ADVERTISEMENTS AS A BRAND COMMUNICATION TOOL AND EXAMINING THE ADVERTISEMENTS OF THE MEMBERS OF BİRLEŞMİŞ MARKALAR DERNEĞİ IN THIS FRAMEWORK

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