Abstract:

In advertisements, various methods are used to attract the attention of consumers and to ensure that the brand has a place in the minds of consumers. One of these methods is star strategy. Brands aiming to influence consumers and increase the demand for their products/services also plan to create a brand image through famous people and to give their brands a soul and personality. In this study, 117 television commercials featuring celebrities were examined among the advertisements of the Effie Turkey Advertising Event Contest broadcasting between the years 2014-2021. These advertisements were evaluated according to features such as advertising attractiveness, creative strategies, message strategies, narrative types, narrative formats, the character in which the celebrity is presented and the role of the celebrity in the advertisement. According to the research, the most used advertising attractiveness is quality, the most used creative strategy is brand image strategy, and the most frequently used message strategy is functional attractiveness. Finally, the most used type of narration was indirect narration, and in advertisements, celebrities were mostly featured as movie/series star/phenomena and in the role of the main character.

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