ABSTRACT

Traditional marketing strategies are now no longer seen as effective in communicating with today’s sophisticated groups. Today, companies employ knowledge from disciplines other than marketing – such as psychology, neuroscience, and linguistics – when communicating with their target audience. In this study, the content analysis method is used to analyse Effie Turkey gold award-winning advertisements in order to determine the storytelling elements used in advertisements. In order to show the increasing use of storytelling elements in advertisements, the 2011–2013 and 2017–2018 award winning advertisements are studied. The analysis reveals that seven basic plots are used extensively in advertisements to create empathy. We also analysed the archetypes used in the advertisements, and found that the caregiver type is the most commonly used archetype, followed by Jung’s explorer type. According to the findings of this study, among all aspects of language syntactic structure seems to play the most important role.

摘要

传统的营销策略现在不再被视为与当今复杂的群体进行交流的有效方法。如今，公司在与目标受众进行交流时，会运用营销以外的学科知识，例如心理学、神经科学和语言学。本研究采用内容分析法对艾菲土耳其金奖获奖广告进行分析，以确定广告中使用的讲故事元素。为显示广告中越来越多地使用讲故事元素，我们对 2011-2013 和 2017-2018 年获奖广告进行了研究。分析表明，广告中广泛使用了七个基本情节来创造同理心。我们还分析了广告中使用的原型，发现照顾者类型是最常用的原型，其次是荣格的探险家型。根据本研究的结果，在语言句法结构的各个方面中，似乎起着最重要的作用。