Abstract:

Advertisements in which dead celebrities are digitally animated and used as a message source are becoming more common day by day. Advertisements prepared with the aforementioned contents, which can be expressed as “digital necromancy” in the advertising world, have started to be implemented gradually in our country. In the literature, it is seen that there are very limited studies on the effectiveness of advertisements with digital necromancy. Based on this motivation, it is basically aimed to reveal consumer insights for advertisements with digital necromancy in the research. In addition to this, it is also aimed to bring the expression "digital necromancy" to the domestic literature and to encourage more studies in the relevant field in the domestic literature. For the purpose of the research, Aksigorta's advertisement with the content of digital necromancy, which included Barış Manço as a message source, was analyzed by netnographic analysis. The results of the research show that consumers generally criticize digital necromancy advertisements for reasons such as unethical and disrespectful to the memory of the dead celebrity due to the lack of consent, but also showed that there are those who find the advertisement emotional and remarkable and evaluate it positively.

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