Araştırma Makalesi
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Televizyon ve Sosyal Medya Reklamlarında Müzik Kullanımına İlişkin Bir Değerlendirme

Yıl 2023, Cilt: 5 Sayı: 2, 91 - 106, 28.10.2023

Engin Coşkun Betül Çepni Şener

https://doi.org/10.55055/mekcad.1361626

Öz

Günümüzde markalar arası rekabetin artması, markaları farklı stratejilere ve dikkat çekici kampanyalara yönlendirmiştir. Tüketicilerin dikkatini çekmek, ilgi uyandırmak ve onlarda etki yaratmak için reklam kampanyalarında kullanılan en önemli öge müziktir. Reklamlarda müzik kullanımı, tüketicileri belirli duygulara yönlendirir ve reklam ve markaya yönelik olumlu bir tutum geliştirmesine imkân sunabilmektedir. Dolayısıyla tüketici reklamı yapılan ürün/hizmete yönelik satın alma sürecine yönlenebilmektedir. Öte yandan reklamı yapılan ürün/hizmet doğru müzik ile eşleştirilmesi yıllar sonra dahi reklamın hatırlanabilir olmasına olanak sağlamaktadır. Bu bağlamda çalışma televizyon reklamlarında yer alan müzik ögeleri ve sosyal medya reklamlarında yer alan müzik ögeleri belirli kategoriler bağlamında incelenerek karşılaştırılmış ve tasvir edilmiştir. Bunun yanı sıra çalışmada nicel içerik analizi yöntemi benimsenmiştir. Araştırma sonucunda televizyon reklamlarında sosyal medya reklamlarına göre daha fazla reklamda müzik unsurlarının kullanıldığı belirlenmiştir. Öte yandan televizyon reklamlarında reklamda kullanılan müziğin türüne göre pop müzik ön plandayken, sosyal medya reklamlarında ön planda yer alan müzik türünün dans/disko müzik türü olduğu saptanmıştır.

Anahtar Kelimeler

Televizyon Reklamları Sosyal Medya Reklamları Reklam Müziği Müzik Türleri İçerik Analizi

Kaynakça

  • Abolhasani, M., Oakes, S., & Oakes, H. (2017). Music in advertising and consumer identity: The search for Heideggerian authenticity. Marketing Theory, 17 (4), 473-490.
  • Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of Advertising Research, 46 (4), 434-444.
  • Allan, D. (2008). A content analysis of music placement in prime-time television advertising. Journal of Advertising Research, 48 (3), 404-417.
  • Alpert, M. I., Alpert, J. I., & Maltz, E. N. (2005). Purchase occasion influence on the role of music in advertising. Journal of Business Research, 58 (3), 369-376.
  • Anglada-Tort, M., Keller, S., Steffens, J., & Müllensiefen, D. (2021). The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?. Journal of Advertising Research, 61 (1), 95-109.
  • Batı, U. (2010). Hedef kitle davranışını etkileyen bir unsur olarak reklamlarda müzik kullanımı konusundaki yazının incelenmesi. Uluslararası İnsan Bilimleri Dergisi, 7 (2), 778-808.
  • Beyer, G., & Meier, M. (2010, May). Interactive advertising jingles: Using music generation for sound branding. In Proceedings of the 3rd Workshop on Pervasive Advertising and Shopping.
  • Binet, L., Müllensiefen, D., & Morrison, G. (2015). Marketing to the senses: Music gets under your skin. Admap, 37-39.
  • Çalışkan, S. (2019). Türkiye’de televizyon reklamlarında kullanılan müzik çeşitlerine yönelik tespitler. İnönü Üniversitesi Kültür ve Sanat Dergisi, 5 (2), 19-24.
  • Çupi, B. & Morina, S. (2020). The influential power and the importance of Music in Advertising and Marketing. Journal of Life Economics, 7 (1), 17-28.
  • Dunbar, D. S. (1990). Music, and advertising. International Journal of Advertising, 9 (3), 197-203.
  • Gündüz, K. & Öztük, M. (2017). Reklam müzikleri. Online Journal Of Music Sciences, 2 (3), 138-162.
  • Hecker, S. (1984). Music for advertising effect. Psychology & Marketing, 1 (3‐4), 3-8.
  • Hoeberichts, N. (2012). Music and advertising: The effect of music in television commercials on consumer attitudes. Bachelor Thesis.
  • Holmes, S. (2023). Background Music For Advertising, Video & Social Media, https://scottholmesmusic.com/background-music-for-advertising/#:~:text=Jingles%20are%20short%2C%20catchy%20tunes,in%20radio%20and%20TV%20commercials, (Erişim Tarihi: 06.10.2023).
  • Huron, D. (1989). Music in advertising: An analytic paradigm. The Musical Quarterly. 73 (4), 557-574.
  • İplikçi, H. G. (2015). Reklamlarda tüketiciyi ikna etmek için kullanılan stratejiler ve reklam örnekleri. Sosyal ve Beşeri Bilimler Dergisi, 7(1), 65-77.
  • Jillson, A. (2014). The Effects of Popular Music in Television Advertisements on Branding. The Honors Program Senior Capstone Project, 1-31.
  • Kunal, S. & Sahdeo, S.N. (2015). Music in advertising: An empirical study of its effect on consumer buying behavior in services sector. International Journal of Engineering, Business and Enterprise Applications, 12(2), pp. 124-130.
  • Lantos, G. P., & Craton, L. G. (2012). A model of consumer response to advertising music. Journal of Consumer Marketing, 29 (1), 22-42.
  • Ng, J. J. L. (2016). Music in advertising: An overview of jingles, popular music and the emotional ımpact of music in advertising. Senior Thesis, Liberty University.
  • Ng, P. Y. (2011). An analysis on the effectiveness of music in advertising towards consumer's buying behavior. Doctoral dissertation, Universiti Tunku Abdul Rahman (UTAR).
  • Oakes, S. (2007). Evaluating empirical research into music in advertising: A congruity perspective. Journal of Advertising Research, 47(1), 38-50.
  • Peralta, L. (2021). The relationship between music and advertising. https://www.savethemusic.org/blog/the-relationship-between-music-and-advertising/ (Erişim Tarihi: 20.08.2023).
  • Riley, D., & Anderson, M. (2015). The impact of music pleasantness and fit on advertising attitudes for low and high involvement consumers. https://www.researchgate.net/publication/280569975.
  • Sailesh, S. V. (2015). Impact of Music on Advertisements and Brand Preference. International Journal of Science Technology & Management, 4 (1), 1003-1009.
  • Shankar, A., Elliott, R., & Fitchett, J. A. (2009). Identity, consumption and narratives of socialization. Marketing Theory, 9 (1), 75-94.
  • Taylor, T. D. (2007). The changing shape of the culture industry; or, how did electronica music get into television commercials?. Television & New Media, 8 (3), 235-258.
  • Yalch, R. F. (1991). Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans. Journal of Applied Psychology, 76 (2), 268.
  • URL-1: https://www.muzikhabercisi.com/yazi/dunyada-en-cok-hangi-muzik-turu-dinleniyor.html (Erişim Tarihi: 23.05.2023).
  • URL-2: https://digitalage.com.tr/spotify-acikladi-turk-kadinlari-hangi-muzikleri-dinliyor/ (Erişim Tarihi: 23.05.2023).
  • URL-3: https://www.hurriyet.com.tr/kelebek/hayat/spotifya-gore-gencler-ne-dinliyor-40007122 (Erişim Tarihi: 23.05.2023).
  • URL-4: https://tiak.com.tr/tablolar (Erişim Tarihi: 28.05.2023).
  • URL-5: https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 (Erişim Tarihi: 28.05.2023).

An Evaluation on the Use of Music in Television and Social Media Advertisements

Yıl 2023, Cilt: 5 Sayı: 2, 91 - 106, 28.10.2023

Engin Coşkun Betül Çepni Şener

https://doi.org/10.55055/mekcad.1361626

Öz

Today, the increase in competition between brands has led brands to different strategies and remarkable campaigns. Music is the most important element used in advertising campaigns to attract consumers' attention, arouse interest and create an impact on them. The use of music in advertisements directs consumers to certain emotions and can enable them to develop a positive attitude towards the advertisement and the brand. Therefore, the consumer may be directed towards the purchasing process for the advertised product/service. On the other hand, matching the advertised product/service with the right music allows the advertisement to be remembered even after years. In this context, the study compared and described the music elements in television commercials and social media advertisements by examining them in the context of certain categories. In addition, quantitative content analysis method was adopted in the study. As a result of the research, it was determined that music elements were used in television commercials more than social media commercials. On the other hand, while pop music was at the forefront in television commercials according to the type of music used in the advertisement, it was determined that the music type at the forefront in social media advertisements is dance/disco music.

Anahtar Kelimeler

Television Commercials Social Media Ads Advertisement Music Music Genres Content Analysis

Kaynakça

  • Abolhasani, M., Oakes, S., & Oakes, H. (2017). Music in advertising and consumer identity: The search for Heideggerian authenticity. Marketing Theory, 17 (4), 473-490.
  • Allan, D. (2006). Effects of popular music in advertising on attention and memory. Journal of Advertising Research, 46 (4), 434-444.
  • Allan, D. (2008). A content analysis of music placement in prime-time television advertising. Journal of Advertising Research, 48 (3), 404-417.
  • Alpert, M. I., Alpert, J. I., & Maltz, E. N. (2005). Purchase occasion influence on the role of music in advertising. Journal of Business Research, 58 (3), 369-376.
  • Anglada-Tort, M., Keller, S., Steffens, J., & Müllensiefen, D. (2021). The impact of source effects on the evaluation of music for advertising: Are there differences in how advertising professionals and consumers judge music?. Journal of Advertising Research, 61 (1), 95-109.
  • Batı, U. (2010). Hedef kitle davranışını etkileyen bir unsur olarak reklamlarda müzik kullanımı konusundaki yazının incelenmesi. Uluslararası İnsan Bilimleri Dergisi, 7 (2), 778-808.
  • Beyer, G., & Meier, M. (2010, May). Interactive advertising jingles: Using music generation for sound branding. In Proceedings of the 3rd Workshop on Pervasive Advertising and Shopping.
  • Binet, L., Müllensiefen, D., & Morrison, G. (2015). Marketing to the senses: Music gets under your skin. Admap, 37-39.
  • Çalışkan, S. (2019). Türkiye’de televizyon reklamlarında kullanılan müzik çeşitlerine yönelik tespitler. İnönü Üniversitesi Kültür ve Sanat Dergisi, 5 (2), 19-24.
  • Çupi, B. & Morina, S. (2020). The influential power and the importance of Music in Advertising and Marketing. Journal of Life Economics, 7 (1), 17-28.
  • Dunbar, D. S. (1990). Music, and advertising. International Journal of Advertising, 9 (3), 197-203.
  • Gündüz, K. & Öztük, M. (2017). Reklam müzikleri. Online Journal Of Music Sciences, 2 (3), 138-162.
  • Hecker, S. (1984). Music for advertising effect. Psychology & Marketing, 1 (3‐4), 3-8.
  • Hoeberichts, N. (2012). Music and advertising: The effect of music in television commercials on consumer attitudes. Bachelor Thesis.
  • Holmes, S. (2023). Background Music For Advertising, Video & Social Media, https://scottholmesmusic.com/background-music-for-advertising/#:~:text=Jingles%20are%20short%2C%20catchy%20tunes,in%20radio%20and%20TV%20commercials, (Erişim Tarihi: 06.10.2023).
  • Huron, D. (1989). Music in advertising: An analytic paradigm. The Musical Quarterly. 73 (4), 557-574.
  • İplikçi, H. G. (2015). Reklamlarda tüketiciyi ikna etmek için kullanılan stratejiler ve reklam örnekleri. Sosyal ve Beşeri Bilimler Dergisi, 7(1), 65-77.
  • Jillson, A. (2014). The Effects of Popular Music in Television Advertisements on Branding. The Honors Program Senior Capstone Project, 1-31.
  • Kunal, S. & Sahdeo, S.N. (2015). Music in advertising: An empirical study of its effect on consumer buying behavior in services sector. International Journal of Engineering, Business and Enterprise Applications, 12(2), pp. 124-130.
  • Lantos, G. P., & Craton, L. G. (2012). A model of consumer response to advertising music. Journal of Consumer Marketing, 29 (1), 22-42.
  • Ng, J. J. L. (2016). Music in advertising: An overview of jingles, popular music and the emotional ımpact of music in advertising. Senior Thesis, Liberty University.
  • Ng, P. Y. (2011). An analysis on the effectiveness of music in advertising towards consumer's buying behavior. Doctoral dissertation, Universiti Tunku Abdul Rahman (UTAR).
  • Oakes, S. (2007). Evaluating empirical research into music in advertising: A congruity perspective. Journal of Advertising Research, 47(1), 38-50.
  • Peralta, L. (2021). The relationship between music and advertising. https://www.savethemusic.org/blog/the-relationship-between-music-and-advertising/ (Erişim Tarihi: 20.08.2023).
  • Riley, D., & Anderson, M. (2015). The impact of music pleasantness and fit on advertising attitudes for low and high involvement consumers. https://www.researchgate.net/publication/280569975.
  • Sailesh, S. V. (2015). Impact of Music on Advertisements and Brand Preference. International Journal of Science Technology & Management, 4 (1), 1003-1009.
  • Shankar, A., Elliott, R., & Fitchett, J. A. (2009). Identity, consumption and narratives of socialization. Marketing Theory, 9 (1), 75-94.
  • Taylor, T. D. (2007). The changing shape of the culture industry; or, how did electronica music get into television commercials?. Television & New Media, 8 (3), 235-258.
  • Yalch, R. F. (1991). Memory in a jingle jungle: Music as a mnemonic device in communicating advertising slogans. Journal of Applied Psychology, 76 (2), 268.
  • URL-1: https://www.muzikhabercisi.com/yazi/dunyada-en-cok-hangi-muzik-turu-dinleniyor.html (Erişim Tarihi: 23.05.2023).
  • URL-2: https://digitalage.com.tr/spotify-acikladi-turk-kadinlari-hangi-muzikleri-dinliyor/ (Erişim Tarihi: 23.05.2023).
  • URL-3: https://www.hurriyet.com.tr/kelebek/hayat/spotifya-gore-gencler-ne-dinliyor-40007122 (Erişim Tarihi: 23.05.2023).
  • URL-4: https://tiak.com.tr/tablolar (Erişim Tarihi: 28.05.2023).
  • URL-5: https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 (Erişim Tarihi: 28.05.2023).
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları (Diğer)
Bölüm Araştırma Makaleleri
Yazarlar

Engin Coşkun 0000-0002-7977-3369

Betül Çepni Şener 0000-0002-1894-6799

Yayımlanma Tarihi 28 Ekim 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 5 Sayı: 2

Kaynak Göster

APA Coşkun, E., & Çepni Şener, B. (2023). Televizyon ve Sosyal Medya Reklamlarında Müzik Kullanımına İlişkin Bir Değerlendirme. Medya Ve Kültürel Çalışmalar Dergisi, 5(2), 91-106. https://doi.org/10.55055/mekcad.1361626
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