Özet:

Holding, which has a special weight and place in the marketing karma; advertising in the point of viewing, hearing, knowing, remembering, purchasing of goods and services by consumers is a lot of debt. A type of advertising that has changed the cortex in recent years; the brand’s recognition, the popularity of the brand, the establishment of an emotional connection between the brand and the consumer, the application form that makes the consumer aware of the brand very quickly and at very low cost has begun to laugh the face of the advertising agencies. This type of application is the product placement activity. In this study, the importance of product placement for, product placement strategies, product placement areas, the topics of product placement in television series were discussed in theoretical framework. The purpose of the study is to identify the suitability of And Pastel's product placement application to the texture of the 'Istanbul Gelin' series, character. In the method of the study, the critical speech analysis method was used. The dialectic relationship between the language and indicators of the dialogues included in the product placement application of the and pastel construction has been studied. The study examined whether both the product, both the players and the product placement included in the series were compatible with the film's scenario and the event line. It was also sought for a response to what kind of product to be placed in the series film is done with the placement strategy and/or strategies, and it was also sought to find a solution to how the work was done to be placed in the series film.

Özet:

Promotion, which has an important weight and role in marketing mix, owes much to advertisement, at the point of products and services being seen, heard of, known and purchased by consumers. One type of advertisement which has recently changed shellrecognition and popularization of the brand, establishment of an emotional tie between the brand and consumer, form of application which enables the consumer to be informed of the brand very fast and at a low cost - has begun to make those advertisers and advertising agencies happy. The type of this application is product placement activity. In the present study, the subjects of the importance of product placing for businesses, the strategies in product placing, product placement areas, and product placing in television series have been taken up in a theoretical framework. The objective of the study has been determined to be to establish whether the product placement practice of ‘And Pastel’ is suitable for the texture and character of the TV series ’İstanbullu Gelin’. In the methods section of the study critical discourse analysis method has been used. The dialectical relation between the language of the dialogues in the product placement application of the “And Pastel Construction Company”, and the indicators was examined in the analysis. It was examined whether the product, the actors/actresses, and the product placement in the series were in agreement with the scenario and with the plot of the film in this study. In addition, the answer to the question “What kind of product placement strategy and/or strategies were used for the product placement in the series?” was sought; and the way of placing it in the series was analyzed.

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