Öz
Bu çalışma, 1980’lerden 2020’lere kadar Türk televizyon reklamlarındaki reklam stratejilerinin ve ikna tekniklerinin evrimini incelemektedir. İçerik analizi ve istatistiksel yöntemler kullanılarak formatlar, süreler ve ikna tekniklerinin kullanımındaki değişimler vurgulanmıştır. Video reklamlar tüm dönemlerde baskınken, animasyonlu reklamlar 2010’larda zirve yapmış ve 2020’lerde düşüşe geçmiştir. Duygusal ikna (pathos) erken dönemlerde yaygınken, 2020’lerde rasyonel ikna (logos) öne çıkmış, tüketicilerin kanıt temelli mesaj taleplerini yansıtmıştır. Reklam süreleri zamanla artmış, özellikle gıda, içecek ve finans ürünlerinde hikâye anlatımı etkili bir araç olarak kullanılmıştır. Jingle’lar marka hatırlanabilirliğini artırarak işitsel markalaşmanın önemini vurgulamıştır. Ürün kategorileri ise gıda ve içeceklerden 2020’lerde dijitalleşmenin etkisiyle alışveriş ve tüketici platformlarına kaymıştır. Bu bulgular, reklamcılığın teknolojik ilerlemelere ve değişen tüketici tercihlerine uyum sağlama gerekliliğini ortaya koymaktadır. Gelecek araştırmalar, dijital reklamcılığı ve yeni teknolojilerin entegrasyonunu inceleyerek izleyici etkileşimi ve marka sadakatini artırma fırsatlarını değerlendirebilir.
Anahtar Kelimeler
Türk TV reklamları Reklam stratejileri ikna teknikleri propoganda yöntemleri medya gelişimi
Kaynakça
- Ajzen, I. (2005). Attitudes, personality and behavior. Open University Press.
- Ambler, T., & Hollier, E. A. (2004). The waste in advertising is the part that works. Journal of Advertising Research, 44(4), 375–390.
- Aristotales. (2020). Retorik (M. H. Doğan, Çev., 18. Baskı). Yapı Kredi Yayınları.
- Borchers, T. (2013). Persuasion in the media age. Waveland Press.
- Çakır, H. (1996). Türkiye’de reklamın tarihçesi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 251–255.
- Crick, N. (2025). Propaganda: The basics. Taylor & Francis.
- Delpit, L. (1988). The silenced dialogue: Power and pedagogy in educating other people’s children. Harvard Educational Review, 58(3), 280–299
- Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.
- Elden, M. (2016). Reklam ve reklamcılık. Say Yayınları.
- Gambrill, E. (2010). Evidence-informed practice: Antidote to propaganda in the helping professions? Research on Social Work Practice, 20(3), 302–320.
- Green, S. E. (2004). A rhetorical theory of diffusion. Academy of Management Review, 29(4), 653–669.
- Gürbaşkan, S. (1976). Rubikon. Oda Kitabevi.
- Heath, R., & Feldwick, P. (2008). Fifty years using the wrong model of advertising. International Journal of Market Research, 50(1), 29–59.
- Hobbs, R., & McGee, S. (2008). Teaching about propaganda: An examination of the historical roots of media literacy. Journal of Media Literacy Education, 6(62), 56–67.
- Huron, D. (2006). Sweet anticipation: Music and the psychology of expectation. MIT Press.
- Leza, C., Meek, B. A., & Messing, J. H. E. (2024). The everyday language of propaganda and advertising. Google Books.
- Miller, C. D. (1939). The techniques of propaganda. The Center for Learning.
- İslamoğlu, A. H., & Alnıaçık, Ü. (2016). Sosyal bilimlerde araştırma yöntemleri (5. Baskı). Beta.
- Institute for Propaganda. (1938). How to detect propaganda. In Volume I of the publications of the Institute for Propaganda Analysis (pp. 210–218). NY.
- Jowett, G. S., & O’Donnell, V. (2012). Propaganda & persuasion (5th ed.). SAGE Publications.
- Miller, C. D. (1939). The techniques of propaganda. In How to detect and analyze propaganda. The Center for Learning.
- Myers, G. (1994). Words in ads. Oxford University Press.
- O’Keefe, D. J. (1990). Persuasion: Theory and research. Sage.
- Olson, J. M., & Zanna, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, 44(1), 117–154.
- O’Shaughnessy, J., & O’Shaughnessy, N. J. (2004). Persuasion in advertising. Routledge.
- Oskay, Ü. (1971). Toplumsal gelişmede radyo ve televizyon. A.Ü. BYYO Basımevi.
- Özgür, A. Z. (1996). Reklam filmlerinde görünen kadınların işlevsel rolleri. Anadolu Üniversitesi İletişim Fakültesi Dergisi, 14, 233–240.
- Ross, R. (1990). Understanding persuasion (3rd ed.). Prentice Hall.
- Schweizer, K. W. (2024). Media capitalism: Hegemony in the age of mass deception. Taylor & Francis.
- Shimp, T. A. (1993). Promoting management and marketing communication. The Dryden Press.
- Steinberg, S. (2006). Persuasive communication skills: Public speaking. Juta.
- Tokgöz, O. (1982). Televizyon reklamlarının anne-çocuk ilişkisine etkileri. BYYO.
- Torok, R. (2015). Symbiotic radicalisation strategies: Propaganda tools and neuro-linguistic programming. In Proceedings of the Australian Security and Intelligence Conference (pp. 58–65).
- Uryupina, O. (2023). Qualitative analysis of persuasive emotion triggering in online content. CLiC-it 2023.
- Waqas, M., & Khan, M. A. (2024). Consumer engagement with social media content: An investigation of the role of different advertising appeals. AM 2024.
- Weston, A. (2000). A rulebook for arguments. Hackett.
- Williamson, J. (2001). Reklamların dili: Reklamlarda anlam ve ideoloji (Ahmet Fethi, Çev.). Ütopya Yayınevi.
- Yılmaz, R. A. (2001). İlanattan internete: Türkiye’de reklamcılık. Anadolu Üniversitesi İletişim Bilimleri Fakültesi Dergisi, 18, 355–357.
- Zeybek, B. (2016). Siyasal reklam: İkna ve retorik. Beta Yayıncılık.
An Analysis of Persuasion Techniques Used in Turkish Television Commercials From Past to Present (1980-2024)
Öz
This study examines the evolution of advertising strategies and persuasive techniques in Turkish television commercials from the 1980s to the 2020s. The research uses content analysis and statistical methods to highlight changes in formats, durations, and the prevalence of persuasion techniques. Video advertisements dominated all periods, with animated ads peaking in the 2010s and declining in the 2020s. Emotional persuasion (pathos) prevailed in earlier decades, while rational appeals (logos) grew in the 2020s, reflecting consumer demand for evidence-based claims. Advertisement durations increased over time, with storytelling emerging as a key engagement tool, especially in food, beverage, and financial products. Jingles enhanced brand recall, emphasizing auditory branding’s role. Product categories shifted from food and beverages to e-commerce platforms in the 2020s, driven by digitalization. These findings highlight the adaptability required in advertising to meet technological advancements and changing consumer preferences. Future research could explore digital advertising and emerging technologies to enhance audience engagement.
Anahtar Kelimeler
Turkish TV commercials advertising strategies persuasion techniques propoganda methods media evolution
Kaynakça
- Ajzen, I. (2005). Attitudes, personality and behavior. Open University Press.
- Ambler, T., & Hollier, E. A. (2004). The waste in advertising is the part that works. Journal of Advertising Research, 44(4), 375–390.
- Aristotales. (2020). Retorik (M. H. Doğan, Çev., 18. Baskı). Yapı Kredi Yayınları.
- Borchers, T. (2013). Persuasion in the media age. Waveland Press.
- Çakır, H. (1996). Türkiye’de reklamın tarihçesi. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 251–255.
- Crick, N. (2025). Propaganda: The basics. Taylor & Francis.
- Delpit, L. (1988). The silenced dialogue: Power and pedagogy in educating other people’s children. Harvard Educational Review, 58(3), 280–299
- Eisend, M. (2009). A meta-analysis of humor in advertising. Journal of the Academy of Marketing Science, 37(2), 191–203.
- Elden, M. (2016). Reklam ve reklamcılık. Say Yayınları.
- Gambrill, E. (2010). Evidence-informed practice: Antidote to propaganda in the helping professions? Research on Social Work Practice, 20(3), 302–320.
- Green, S. E. (2004). A rhetorical theory of diffusion. Academy of Management Review, 29(4), 653–669.
- Gürbaşkan, S. (1976). Rubikon. Oda Kitabevi.
- Heath, R., & Feldwick, P. (2008). Fifty years using the wrong model of advertising. International Journal of Market Research, 50(1), 29–59.
- Hobbs, R., & McGee, S. (2008). Teaching about propaganda: An examination of the historical roots of media literacy. Journal of Media Literacy Education, 6(62), 56–67.
- Huron, D. (2006). Sweet anticipation: Music and the psychology of expectation. MIT Press.
- Leza, C., Meek, B. A., & Messing, J. H. E. (2024). The everyday language of propaganda and advertising. Google Books.
- Miller, C. D. (1939). The techniques of propaganda. The Center for Learning.
- İslamoğlu, A. H., & Alnıaçık, Ü. (2016). Sosyal bilimlerde araştırma yöntemleri (5. Baskı). Beta.
- Institute for Propaganda. (1938). How to detect propaganda. In Volume I of the publications of the Institute for Propaganda Analysis (pp. 210–218). NY.
- Jowett, G. S., & O’Donnell, V. (2012). Propaganda & persuasion (5th ed.). SAGE Publications.
- Miller, C. D. (1939). The techniques of propaganda. In How to detect and analyze propaganda. The Center for Learning.
- Myers, G. (1994). Words in ads. Oxford University Press.
- O’Keefe, D. J. (1990). Persuasion: Theory and research. Sage.
- Olson, J. M., & Zanna, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, 44(1), 117–154.
- O’Shaughnessy, J., & O’Shaughnessy, N. J. (2004). Persuasion in advertising. Routledge.
- Oskay, Ü. (1971). Toplumsal gelişmede radyo ve televizyon. A.Ü. BYYO Basımevi.
- Özgür, A. Z. (1996). Reklam filmlerinde görünen kadınların işlevsel rolleri. Anadolu Üniversitesi İletişim Fakültesi Dergisi, 14, 233–240.
- Ross, R. (1990). Understanding persuasion (3rd ed.). Prentice Hall.
- Schweizer, K. W. (2024). Media capitalism: Hegemony in the age of mass deception. Taylor & Francis.
- Shimp, T. A. (1993). Promoting management and marketing communication. The Dryden Press.
- Steinberg, S. (2006). Persuasive communication skills: Public speaking. Juta.
- Tokgöz, O. (1982). Televizyon reklamlarının anne-çocuk ilişkisine etkileri. BYYO.
- Torok, R. (2015). Symbiotic radicalisation strategies: Propaganda tools and neuro-linguistic programming. In Proceedings of the Australian Security and Intelligence Conference (pp. 58–65).
- Uryupina, O. (2023). Qualitative analysis of persuasive emotion triggering in online content. CLiC-it 2023.
- Waqas, M., & Khan, M. A. (2024). Consumer engagement with social media content: An investigation of the role of different advertising appeals. AM 2024.
- Weston, A. (2000). A rulebook for arguments. Hackett.
- Williamson, J. (2001). Reklamların dili: Reklamlarda anlam ve ideoloji (Ahmet Fethi, Çev.). Ütopya Yayınevi.
- Yılmaz, R. A. (2001). İlanattan internete: Türkiye’de reklamcılık. Anadolu Üniversitesi İletişim Bilimleri Fakültesi Dergisi, 18, 355–357.
- Zeybek, B. (2016). Siyasal reklam: İkna ve retorik. Beta Yayıncılık.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | İletişim Ekonomisi, Reklam |
| Bölüm | Araştırma Makalesi |
| Yazarlar | |
| Erken Görünüm Tarihi | 27 Mayıs 2025 |
| Yayımlanma Tarihi | 30 Haziran 2025 |
| Gönderilme Tarihi | 2 Ocak 2025 |
| Kabul Tarihi | 14 Mart 2025 |
| Yayımlandığı Sayı | Yıl 2025 Cilt: 10 Sayı: 1 |
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