Akademik Veri Yönetim Sistemi
IV. BASKENT INTERNATIONAL CONFERENCE ON MULTIDISCIPLINARY STUDIES , Ankara, Türkiye, 4 - 06 Ağustos 2023, ss.460
Being a brand with a deep-rooted history reflects the authenticity, experience and well-established bond between the consumers and brand. This bond is constructed through narratives which communicate the persuasive messages from the brand to the consumers, and these narratives are also efficient in attracting their attention and resisting their ad avoidance. Drawing upon this, the current study aims to explore how the narratives are structured within commercials in regard to chronology-causality, and harmony-maturity. In line with this aim, it employs the narrative analysis method, and analyses the purposively sampled 100th year anniversary commercials of Turkey’s centennial brands listed in Turing Century-Old Brands Memory House, established in cooperation with the “Century-Old Brands Association”. This memory house hosts forty brands, and the list is extended by adding Arçelik into the sample. Among the forty-one brands, commercials of only thirteen brands (Ali Muhiddin Hacı Bekir, Arçelik, Ariş, Cemilzade, Eyüp Sabri Tuncer, Karaca, Karaköy Güllüoğlu, Komili, Konyalı Lokantası, Petek Saraciye, Stock, Tarihi Sultanahmet Köftecisi, and Vakıf Taşdelen Su) were found, and analysed on MAXQDA 2020 qualitative data analysis software. The study also sought for answers to the questions about the characters, their functions and actions in the narrative, and the results. The findings obtained demonstrated that the events were narrated rationally and in harmony in the chronological order with references to causes, and they were not extraordinary. Drawing upon the findings, this study presents valuable insights for practitioners, brands, and further studies.
Keywords: Advertising, Centennial, Brand, Türkiye, Narrative Analysis