Advertisements, which have standard functions such as giving information, drawing attention, influencing, promoting, reminding, supporting marketing communication efforts, adding value to a product or brand, contribute to perception management of products / brands by establishing an image. The discourse, which is constructed in accordance with the emotional sales promise (ESP) in these ads, seems to be worth investigating on the basis of persuasion theories. Construction ads that attract attention with their arguments and image discourse in terms of creative strategy seems to be interpretable within the framework of theories / concepts involved in persuasion literature such as “Ethos-Pathos-Logos (Aristo)”, “Hierarchy of Needs (Maslow)”, “Hidden Needs (Packard)”, “The Principle of Scarcity (Cialdini).” In this direction, the research is based on the prime time period of national television channels, which is one of the mass communication tools. The construction ads shown in the first period of the prime time interval (20.00-00.00) of the five most watched channels constitute the sample of the research. With the random sampling, the first construction ads shown in that time period are analysed based on Puto and Wells’ message strategies, approaches of Aristotle, Packard and Cialdini towards persuasion and Maslow’s approach towards the needs. It is observed that in advertisements containing irrational appeals elements -especially those with high involvement- as discourse, transformational language is used for lifestyle. In the context of classification, construction ads that are product and service ads have communication elements appropriate to the transformational message strategy, such as “user image” and “brand image” expressed by Puto and Wells.
ads which have standard functions such as giving information drawing attention influencing adverting support marketing communicationsristo added value to a product or brand contributes to perception management of products 047 brands by assign an image the discurse which is expected in compliance with the emotional sales promise of these ads seem to be worth investigating on the basis of persuasion structural ads that hook attention with their arguments and image discurse in terms of creative strategy seems to be interpretable in within the framework message of fraud within the framework of the logic of the framework of the implementation of the implementation of the implementation of the “exitance of the translation” in the change of the keychains of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the real estate in the change of the change of the “inance of the implementation of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change of the change
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Ulusal
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