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Journals / İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi / 2021 / Cilt: 9 - Sayı: 19

CREATIVITY IN ADVERTISING: A REVIEW OF AWARD-WINNING ADVERTISEMENTS AT THE KIRMIZI AWARDS

REKLAMDA YARATICILIK: KIRMIZI ÖDÜLLERİNDE ÖDÜL KAZANAN REKLAMLARA YÖNELİK BİR İNCELEME

Haluk AKARSU
Şaduman Şeyda GÖKDEMİR
Pages
166–198
Publication Date
2021-06-08
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

This result coincides with the literature stating that creative advertisementsshould offer originality and benefit.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to determine what kind of creative tactics, message strategies, headlines, bodycopy and visual elements used in the award-winning ads in the Kırmızı press category of KırmızıAwards.
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Key Findings & Data:The content analysis method was used in the study, and 537 printed ads awarded byKırmızı Awards between 2004-2018 were analyzed.
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Conclusion & Impact:This result coincides with the literature stating that creative advertisementsshould offer originality and benefit.
🔬Design:Research Article
📍Scope:2004-2018 Verileri
⚙️Variables:Yaratıcılık · Reklamda Yaratıcılık · Kırmızı Ödülleri

Abstract

This study aims to determine what kind of creative tactics, message strategies, headlines, bodycopy and visual elements used in the award-winning ads in the Kırmızı press category of KırmızıAwards. The content analysis method was used in the study, and 537 printed ads awarded byKırmızı Awards between 2004-2018 were analyzed. This study is based on Goldenberg et al.(2009)'s classification of creative tactics, which consists of unification, activation, metaphor,subtraction, extreme consequence, extreme effort, absurd alternative, and inversion. As aresult of the research, it was seen that the award-winning are compatible with these tacticsand that the metaphor tactic was used the most (37.4%) in these advertisements. Again, it wasdetermined that the most used headline type in these advertisements was a direct benefit(25.7%), the most used visual element was the metaphor (39.6%), and body copy was mostlynot used (48.8%). This result coincides with the literature stating that creative advertisementsshould offer originality and benefit.

Özet

Bu çalışmanın amacı, Kırmızı Ödülleri, Kırmızı basın kategorisinde ödül kazanan reklamlardane tür yaratıcı taktik, mesaj stratejisi, başlık, gövde metni ve görsel öğe kullanıldığını tespitetmektir. Çalışmada 2004-2018 yılları arasında gerçekleşen Kırmızı Ödülleri’nde ödül alan537 adet reklam, içerik analizi yöntemiyle incelenmiştir. Araştırmanın kapsamı dâhilindebu çalışmada yaratıcı taktikler Goldenberg vd. (2009) tarafından ileri sürülen birleştirme,harekete geçirme, metafor, eksiltme, aşırı sonuç, aşırı çaba, absürt alternatif ve tersyüzetme taktikleri üzerinden ele alınmıştır. Yapılan analizler sonucunda Kırmızı ödülü kazananreklamların bu taktiklere sahip olduğu ve bu reklamlarda en çok metafor taktiğinin (%37,4)kullanıldığı görülmüştür. Yine bu reklamlarda en çok kullanılan başlık türünün doğrudanyarar (%25,7), en çok kullanılan görsel öğenin metafor (%39,6), gövde metninin ise çoğunluklakullanılmadığı (%48,8) tespit edilmiştir. Bu sonuç yaratıcı reklamların özgünlük ve faydasunması gerektiğini söyleyen literatürle örtüşmektedir.

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Cite This Article

AKARSU, H., GÖKDEMİR, Ş. Ş. (2021). CREATIVITY IN ADVERTISING: A REVIEW OF AWARD-WINNING ADVERTISEMENTS AT THE KIRMIZI AWARDS. İstanbul Arel Üniversitesi İletişim Çalışmaları Dergisi, Cilt: 9 - Sayı: 19, 166–198. https://ajindex.com/articles/771444

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