Abstract:

Persuasion is defined as the art of leading people to certain behaviors without difficulty through some communication tactics. The studies related to persuasion reveal that messages that appeal to both mind and emotions are more effective in for the desired behavior of the receiver. In this context, it has been seen that advertising messages, for the aim of creating purchasing behavior of the consumers, mostly use music to enhance the meaning and the efficiency of appealing to emotions. Music takes an important place in the advertising industry because it affects emotions. Advertising music, which stimulates the emotions of the human, helps to make the advertising admirable while it also contributes to the remembrance of the brand. It is known that the advertising music have succeeded in keeping in mind are remembered by the target audience even after many years. The purpose of this study is to analyze the music of the television advertising of the highest brand valued banks in Turkey for the persuasive communication and to determine whether the strategies relative to using music in advertising match to persuasion strategies. For this purpose, 9 Turkish banks that entered the list according to the results of the independent brand valuation and strategy consultancy Company Brand Finance's "The Most Valuable 500 Bank Markets of the World - 2017" survey were determined as the sample of the research. As a research method; as of January 30th, 2018, the latest television advertising of these banks have been identified and analyzed by the content analysis.

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