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Günümüzde firmaların marka ve ürün tanınırlıklarını arttırmak için başvurdukları ürün yerleştirmenin pazarlama iletişimindeki önemi her geçen gün artmaktadır. Etkili bir iletişim tekniği olan ürün yerleştirme uygulandığı ilk yıllardan bu yana iletişim etiğinde tartışma konusu olmuştur. Son yıllarda çocuklara kadar uzanan obezite probleminin artmasıyla fast-food ürün yerleştirmeleri de daha fazla sorgulanmaktadır. Farklı program türlerinde uygulanan fast-food ürün yerleştirmelerine televizyon dizilerinde de sıkça rastlanmaktadır. Bu çalışmada ‘’Yalan Dünya’’ adlı sitcom dizisinin ilk sezonu örneklem olarak alınarak her bir bölümdeki fast-food ürün yerleştirmeleri markası, sıklığı, süresi ve bağlamına göre araştırılarak, ürün yerleştirmeler türlerine göre sınıflandırılmıştır. Etkili ürün yerleştirme örneklerinin çözümlendiği çalışmanın sonunda, fast-food ürün yerleştirmeleriyle ilgisi bağlamında ele alınan sağlıklı beslenme bilincinin toplumda arttırılmasına yönelik bazı öneriler geliştirilmiştir.
Today, the importance of placing the products they apply for to increase the brand and product awareness of companies in marketing communication is increasing every day. Product placement, which is an effective communication technique; has been the subject of discussion in the communication ethics since the first years it has been applied. In recent years, with the increase in the problem of obesity, fast-food products are also more questioned. Fast-food products used in different types of programs are also often found in television series. In this study, the first season of the sitcom series called "False World" is taken as a sample; fast-food products placement in each section is investigated according to the brand, frequency, duration and context, product placement is classified according to the types. At the end of the study, in which the examples of effective product placement were analyzed, some recommendations were developed to increase the consciousness of healthy nutrition in the community, addressed in the context of the interest in fast-food products placement.
Product placement by which companies apply for increasing their brand and product presentation gets importance in marketing communication day by day. Product placement, which is an effective communication technique; has been a topic of discussion in communication ethics since the first years of its application. Due to the increasing problem of obesity extending to children in recent years, the issue of the fast-food product placement has become more questionable. Fast-food product placement which is being applied in different programs and it also frequently seen in television series. In this study, taken the first season of ‘‘Yalan Dünya’’ sitcom series as a sample; brand, frequence, duration and context of fast-food product placement of each chapter has been researched and product placements are classified according to types. At the end of the study; being analyzed effective product placements samples, some proposals have been developed for increasing healthy nutrition awareness in the society which handled related to fast-food product placement.
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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