Özet:

It has the ability to show the diversity and superiority of the advertising, goods or services, and the ability to move the audience. Advertising has the function of being able to perceive, sell and create a brand image of the unnoticed aspects of the product. Advertising, using the elements of art and aesthetics, can change the attitudes, thoughts and behaviors of people and communities, create fashion and contribute to the increase in consumption. Television’s ads can be watched, noticed, sold, contributed to the formation of the brand image is an important topic as research, information collection, planning, media and message strategies are developing, television advertising film esthetics. Television advertising film esthetics finds value with the presentation of the advertising film as a whole, the narrative format, the narrative content and the production technique. The element that prepares the ground for the use of aesthetics in advertising and the appearance of these functions is the attractiveness of advertising. Advertising attractiveness is an element that attracts the attention of the consumer or target audience to the advertising message, increases the conviction of the audience. The purpose of this research, referring to the aesthetics and advertising attractiveness, is to address the Kent Sugar advertising film; the aesthetics and attractiveness dimensions and to study the straight meaning of the advertising, side meaning, slogan, music, players, the place, position, what the Kent Sugar says to the consumers, the promise it offers to the consumers, etc. to be revealed. When data is collected, the 2019 Ramadan Festival pre-Channel D, Fox TV, Star TV, Show TV, ATV channels have been included in the work. In the analysis of the data, Kent Sugar advertising, television advertising film story content, television advertising film story format and aesthetic elements were addressed, the analysis was done on this ground. In the method of the study, the advertising film analysis of the Kent Sugarming was done with the indicative analysis method. In the study, Kent's culture, personality, style, character were revealed and presented to the audience. In this presentation, it is possible to tell Kent how to be a brand, how to be respected to the consumer.