Documenting the Stories “in the Blink of an Eye”: The Case of Arçelik’s Advermentary Strategy as a Blend of Advertising and Documentary

Creative Commons License

Aydoğan H., Baştürk G. F.

PIONEER AND INNOVATIVE STUDIES IN SOCIAL, HUMAN AND ADMINISTRATIVE SCIENCES, Osman Yılmaz, Editör, All Sciences Academy, Ankara, ss.452-468, 2024

  • Yayın Türü: Kitapta Bölüm / Araştırma Kitabı
  • Basım Tarihi: 2024
  • Yayınevi: All Sciences Academy
  • Basıldığı Şehir: Ankara
  • Sayfa Sayıları: ss.452-468
  • Editörler: Osman Yılmaz, Editör
  • Akdeniz Üniversitesi Adresli: Evet

Özet

This study aims to explore the role of storytelling as one of the creative advertising strategies on the advertising effectiveness, focusing on Arçelik’s advermovie titled “Göz Açıp Kapayıncaya Kadar (In the Blink of an Eye)”. Case study approach was employed to investigate this adver-movie produced as a blend of advertising and documentary, and data collected through web scraping of comments from YouTube and semi-structured interview were analyzed using thematic analysis on MAXQDA 2020 qualitative data analysis software. The findings reveal that this adver-movie integrates various advertising elements that work cohesively, with a significant emphasis on celebrity endorsements and product placement strategies. These elements elicit both positive and negative effects on consumers, enhancing appreciation and influencing perceptions. The study also concludes that the narrative's reception by the audience has a favorable impact on purchase behavior. Insights derived from the findings contribute to understanding the interplay between storytelling and advertising in shaping consumer attitudes and behaviors.


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Keywords – Advertising, Storytelling, Documentary, YouTube Comment, Interview