Violence Narration in Digital Advertising

Human beings exist through creating narratives. In this process of existing, number one narrative is violence. Today, considering that media is included in the process of producing meaning as a means of reaching information, the significance of knowledge and experiences the human beings obtain via media should be mentioned. In this process of building meaning, violence narrative is involved in the content of many visual texts from the news, the movies to commercials. Even if media doesn't cause tendency to violence directly, it plays an important role in getting used to violence and internalizing it. In addition to this, expecting the media to give up violence narration seems like a naïve solution regarding the commercial value of it. In this context, questioning the ethics of the connection between media and violence is necessary. In this study, it is aimed to question the ethics of violence narration based on the exemplary advertisements in the commercials on television and viral advertising.

An Experimental Research About Using Augmented Reality in Advertising for Measurement of Advertisement Liking and Effectiveness Level

Augmented Reality (AR) added a new dimension to the brands' advertisement performance due to visuality and creativity features which combine virtuality and reality that focus on and its possibility for consumer experience. The acceleration of AR based advertisement projects; it is found out that the necessity of a research which aims to constitute the AR campaign effects on consumer behaviour in Turkey. At this context, this study aims to find out that the brands' AR campaigns' effects on consumers and the benefits for the company due to advertisement liking level and advertisement effectiveness variables. For this purpose, Cafe Crown, Laviva, Vivident, Sütas Ayran brands AR based campaign which are operated via Blippar in Turkey are analysed with an experimental research which is applied with the participation of Kocaeli University Communication Faculty students as appraisable research. The research found out that AR ads have positive impact on total likeability and effectiveness advertising.

The Functions of the Narrator in Digital Advertising

Storytelling, which was taken over from traditional advertising, has been continuing existence of it sown in the World of digital advertising. Efficiency of storytelling is intensively used in digital advertisements with the aim of directing attention of consumers to the product and encouraging them to buy product. In digital advertisements, stories are narrated by storytellers. In this study, storytelling in digital advertising and different types of storytellers are examined and traces of storytelling which has existed from past to the present, are followed.

Create It! Extend It!

This study focuses on the historical process of DC Comics and Marvel Comics which are the leading companies that have made way for the comics to develop and take form in terms of advertising narrative. First of all, the history of DC Comics and Marvel Comics has been analyzed in a general framework in order to question the process in advertising history. At this point, the advertisements of these companies have been limited to the ones they have on the internet and the ones that give relevant data for the study. In addition to this, the study of narrative advertising of comics today, apart from the examples of DC Comics and Marvel Comics in their own cinematic universe, has been narrowed down to the Pegasus Airlines' commercial relating to Marvel Comics and Turkish Airlines' commercial relating to DC Comics. The result of a general review indicates that DC Comics and Marvel Comics have come to a turning point in terms of narrative advertising by creating a cinematic universe and with the means of new media becoming popular around the world.

Narrative 3.0

Advertisements can be divided into two main groups as analytical and narrative advertisements. Analytical content of an advertisement includes features of products and it addresses to consumers' rationality. On the other hand narrative advertisements focus on to create a story around a brand and addresses to consumers' emotions. This study focuses on the type of narrative advertisement, its development and practices in recent years. The study begins with a general frame of advertising history, a discussion of the distinctions between narrative and analytic modes of processing and transformation of narrative advertising. Narrative advertisements will be inspecting with the terms of narrative 1.0, 2.0 and 3.0. The term of narrative 3.0 is the main focus point of this study and it will be explained with the concepts of prosuming, user integration, viral, etc. At the end of the study, as a narrative 3.0 practice, Tru Blood: Revelation will be inspected.

Mobile Advertising

Information sources for business activities have changed greatly over the last decade principally as a result of the impact of latest media and technologies. The utility of written media, like guides and brochures has been questioned. Traditional communication techniques are decreasing effectiveness and marketers are seeking inventive application to draw in customer. Advergames are a kind of branded entertainment that features advertising messages, logos and trade character in a game format and mobile advergames use interactive mobile multimedia system to make interactive entertainment that advertises or promotes product or services by embedding brand messages within the game action. Therefore, the potential effects of interactive promotions like advergame and mobile advergame on tourist's higher cognitive process and behavior is also important. The aim of this study is to supply an understanding of the qualities and potentials of the mobile advergame as an advertising and promoting tool for the tourism business.

Labour as Chronotope

Transformation in capitalist relations of production has come to such a state that living spaces are becoming precarious and this ontological insecurity is shaking the faith in institutions. Media strives to restore the faith in institutions in order to renew the faith of the masses in this process by carrying out the perception and image management that are needed. In this context, capitalist institutions in advertisements are shown as the unique addressee in overcoming aforementioned precarity. It is aimed to make the masses forget about the bonds that these institutions have with capitalism by showing the institutions in advertisements in such a way that they are tried to be identified by their appreciation of the labour. Labour, as a chronotope, presents narratives that sanctity and appreciation are palpable in the identities of these institutions. Based on this claim, the chronotopic elements of three bank advertisements in Turkey are aimed to be ascertained and “sancity of labour” narrative which is composed of chronotopic elements will be analyzed in this study.

QR Code Advertisements in Tourism Marketing

QR (Quick Response) code scanning permits the user to get in-depth info about the scanned item. Applications used for scanning QR codes may be found on nearly all smart phone devices. Travelers who have smart phone, equipped with the proper reader software system, will simply access QR coded info (text, photo, video, web page, etc.) once it is accessible. Travelers could scan QR coded galleries, places, vineyards or monuments once they are visiting and reach the elaborated info while not handling even a travel guide. The aim of this study is to explore the QR code advertisement usage opportunities in tourism sector within the new media age.

Advergamers

Digital game world consists of limitless number of interactive platforms which appeal to the dreams of the players and where they feel comfortable. Especially young individuals are grown up under the influence of those platforms such as computers, television, mobile phones, and tablet pc. On the contrary to the generally known game addictiveness, it is a motivating instrument which develops their imaginary. Digital games are the virtual environments where their imagination develops. Digital games are the virtual environments where people form an interaction with computers or each other through a program. The player may play games against the computer by himself as well as he may play against other people in any region of the world. As seen in every field, advertising has also found a wide publicity in this field. In this study, the advergames and their interactions with game advertisement narration will be discussed.

Actor Effect

A few advertising masters shaped the advertising industry and each pioneered distinctly different principles of advertising. Legendary advertising masters in advertising history - each with a distinctive style and discourse, created advertising narration on different issues. Albert Lasker created narration on salesmanship in print and reason-why advertising, Claude Hopkins on scientific advertising and pre-emptive claim, John Emory Powers on honesty and plain speaking copywriting, John Wanamaker on retailing, consumerism and effectiveness of advertising, William Bernbach on simplicity, originality and creativity of advertising perception, David Ogilvy on brand image, big idea and creative salesmanship, Leo Burnett on common touch, dramatic realism in advertising and visual imagery icons. By focusing on the story of some great advertising legends mentioned above, this study tries to examine how they have defined and shaped advertising history into the exhilarating one and how they have revolutionized the way business sells its products and consumers perceive the brands.