A Thematic Content Analysis Concerning the Emotional Message Repertory of the TV Commercials of the Products Directed at the Young Target Audience

Ugur Bati 1 *, Bunyamin Atici 2
More Detail
1 Yeni Yüzyıl University, Turkey
2 Fırat University, Turkey
* Corresponding Author
Online Journal of Communication and Media Technologies, Volume 6, Issue 2, pp. 1-19. https://doi.org/10.29333/ojcmt/2544
OPEN ACCESS   1665 Views   1294 Downloads   Published online: 26 Apr 2016
Download Full Text (PDF)

ABSTRACT

The purpose of this study is to reveal the emotional message repertory in the television commercials directed at the young target audience. A content analysis is realized in the coverage of the study. The content analysis is used in the study. Total 2482 commercial spots, which are broadcasted in the prime time hours in 4 different national channels are recorded. The number of the commercials addressing to the young target audience between them became 1193. It is seen in the study that the commercials directed at the young target audience realized in 9 different categories. 10 different thematic categories are put forward directed at the young people in these 9 categories. The distribution of the mentioned categories to the channels is performed. In addition to this, most repeated 10 commercials are determined in all of the commercials and young commercials and the message contents of these commercials are examined. It is determined that the maximum messages directed at the young people among all of the commercials are in the food and beverage category with 425 single commercials. When it is looked at the thematic distribution, the messages concerning the difference took part in the first place among all of the commercials with 390 commercials.
Keywords: commercial, television commercials, young products, emotional commercial message strategies, content analysis

CITATION

Bati, U., & Atici, B. (2016). A Thematic Content Analysis Concerning the Emotional Message Repertory of the TV Commercials of the Products Directed at the Young Target Audience. Online Journal of Communication and Media Technologies, 6(2), 1-19. https://doi.org/10.29333/ojcmt/2544

REFERENCES

  • Anholt, S. (2003). Global Markaların Yerel Çuvallamaları, (çev:Gonca Canan), İstanbul: MediaCat Yayınları.
  • Baldwin, H. (1989). How To Create Effective TV Commercials, Second Edition, NTC Publishing Group.
  • Bilgin, N. (2000). İçerik Analizi. İzmir: Ege Üniversitesi Edebiyat Fakültesi Yayınları.
  • Brackett, L. K., & Carr, B. N. (2001). Cyberspace advertising vs. other media: consumer vs. mature student attitudes. J. Advertising Res., 41(5), 23-32.
  • Cankaya, S. (2009). Facebook istatistikleri. Retrieved on February 02 from http://blog.mindshareinteraction.net/facebook-istatistikleri
  • Cappo, J. (2003). The future of advertising: new media, new clients, new consumers in the posttelevision age. New York: McGraw Hill.
  • Collins, R. L., Ellickson, P. L., McCaffrey, D., & Hambarsoomians, K. (2007). Early Adolescent Exposure to Alcohol Advertising and its Relationship to Underage Drinking. Journal of Adolescent Health, 40(6), 527-534.
  • Fischer, E., & Arnold, S. (1994). Sex, Gender Identity, Gender Role Attitudes and Consumer Behavior. Psychology and Marketing, 11(2), 163-182.
  • Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word of Mouth Communication. Marketing Science, 23(4), 545-560.
  • Haug, F. W. (1997). Meta Estetiğin Eleştirisi: Kapitalist Toplumda Görüntü, Cinsellik ve Reklam. Çev. Ayşe Gül. İstanbul: Spartaküs Yayınları.
  • Jernigan, D., Ostroff, J., & Ross, C. (2005). Alcohol Advertising and Youth: A Measured Approach. Journal of Public Health Policy, 26(2005), 312-325.
  • Laskey, A. H., Day, E., & Crask, R. M. (1989). Typology of Main Message Strategies for Television Commercials. Journal of Advertising, 18(1).
  • Leiss, W., Kline, S., & Jhally, S. (1990). Social communication in advertising. Scarborough, Ontario: Nelson Canada.
  • Mitchell, A. A., & Olson, J. C. (1981). Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? Journal of Marketing Research, 18(3), 318-332.
  • Ogilvy, D. (1983). Ogilvy On Advertising. New York: Vintage Books.
  • Pasch, K. E., Komro, K. A. , Perry, C. L., Hearst, M. O., & Farbakhsh, K. (2007). Outdoor Alcohol Advertising Near Schools: What Does It Advertise and How Is It Related to Intentions and Use of Alcohol Among Young Adolescents? Journal of Studies on Alcohol and Drugs, 68(4), 587-596.
  • Rago, R. (1989). Finding Magic: “Cognitive Aspects of Mood and Emotion in Advertising. Review of Business, 14, 9-10.
  • Rutherford, P. (2000). Yeni İkonolar; “Televizyonda Reklam Sanatı”. Çev. Mustafa K. Gerçeker. İstanbul: YKY.
  • Schmit, B. H. (1999). Experiential marketing: How to Get Customers to Sense, Feel, Think, Act, and Relate to Your Company and Brands. New York: Free Press.
  • Schroeder, J. E. (1998). Consuming sexuality: A case study of identity marketing. In E. Fischer & D. Wardlow (Ed.) Gender, marketing and consumer behavior. San Francisco: San Francisco State University.
  • Stacy, A. W., Zogg, J. B., Unger, J. B., & Dent., C. W. (2004). Exposure to Televised Alcohol Ads and Subsequent Adolescent Alcohol Use. American Journal of Health Behavior, 28(6), 498-509.
  • Spero, I., & Stone, M. (2004). Agents of change: how young consumers are changing the world of marketing. Qualitative Market Research: Int. J., 7(2), 153.
  • Thiyagu, A. (2008). Analysis of Television Commercial Directed for Young Adults - ELM and Social Identification Perspective (July 22, 2008). Retrieved from http://ssrn.com/abstract=1168047
  • Vassaf, G. (1997). Cennetin Dibi (4. ed.). Istanbul: Ayrıntı Yayınları.
  • Williamson, J. (2000). Reklamların Dili; “Reklamlarda Anlam ve İdeoloji.” Çev., Ahmet Fethi. İstanbul: Ütopya Yayınları, 2000.
  • Nielsen, A. C. (2005). Herkesin Merak Ettiği Gençleri Araştırdı: Kararı Gençler Veriyor. Retrieved from http://www.iaatram.com/downloads/Genclik%20Arastirmasi.doc
  • EGITISIM. (2009). Gençlere göre markaların kişisel özellikleri araştırması. Retrieved from http://www.egitisim-blog.com/genclere-gore-markalarinkisisel-ozellikleri-arastirmasi
  • TÜIK. (2000). Nüfus Sayımı. Retrieved from http://tuikapp.tuik.gov.tr/nufusapp/idari.zul
  • EUROSTAT. (2005). Retrieved from http://epp.eurostat.ec.europa.eu/portal/page/portal/eurostat/home/