MARKA İLETİŞİM ARACI OLARAK REKLAMLARDA HİKÂYE ANLATIMININ KULLANILMASI VE BİRLEŞMİŞ MARKALAR DERNEĞİ ÜYELERİNİN REKLAMLARININ BU ÇERÇEVEDE İNCELENMESİ
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Abstract
Hikâyeleştirme insan doğasının bir gereği olarak, sosyal hayatın önemli bir parçasıdır. Bunun farkında olan işletmeler, markalarını hikâyeleştirilmiş reklamlar üzerinden inşa etmek için çaba harcamaktadırlar. Hikâyeleştirmenin çeşitli yolları ve unsurları bulunduğu için ticari markalar da bu yol ve unsurları kullanarak hikâyeleştirilmiş reklamlar ve mesajlar üreterek hedef kitlelerine daha etkili bir şekilde ulaşabilmektedirler. Bu, keşif amaçlı çalışmada, hikâye ve hikâyeleştirme kavramlarının literatürdeki karşılığı ve hikâye anlatımından kaynaklanan bazı etkileri gözden geçirilmekte, Birleşmiş Markalar Derneği’nin (BMD) 167 üyesinin web siteleri ve sosyal medya hesapları ayrı ayrı, özellikler ve unsurlar açısından analiz edilmektedir. Bu sebeple, hikâyeleştirme kullanımlarına göre markaları değerlendirmek için içerik analizi kullanılmış ve markalara ait 167 internet sitesinin 57 tanesinde hikâyeleştirme unsurları kullanıldığı belirlenmiştir. Ardından, iki aşamalı kümeleme analizi yapılarak hikâyeler dört farklı gruba ayrılmış, bu grupların birbirlerinden farklılıkları ve benzerlikleri değerlendirilmiştir. Elde edilen sonuçlara göre, hikâyeleştirilmiş marka reklamlarında iyi bir hikâyede olması gereken özgünlük, kısalık, tersine çevirme çoğunda görülmekle birlikte, mizah unsurunun daha az sıklıkta kullanıldığı bulunmuştur. Ayrıca sıradan adam ve kahraman arketiplerinin, BMD üyesi markaların reklamlarında daha çok kullanılmakla beraber, reklamlarda çeşitli olaylar dizisinin varlığı dikkat çekmektedir. Değerlendirmeler sonucunda, hikâyeleştirmenin BMD üyesi birçok marka tarafından kullanılmadığı tespit edilmekte, bu durumun sebepleri ve hikâyeleştirilmiş mesajlar geliştirmeye yönelik öneriler araştırmanın sonuç bölümünde tartışılmaktadır.
Keywords
Abstract
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.
Keywords
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