Publication: Sinemada ürün yerleştirme 2000-2007 yılları arasında “Academy of motion picture arts and sciences” en iyi film ödülünü almış filmlerin incelenmesi
Abstract
SİNEMADA ÜRÜN YERLEŞTİRME 2000-2007 YILLARI ARASINDA “ACADEMY OF MOTION PICTURE ARTS AND SCIENCES” EN İYİ FİLM ÖDÜLÜNÜ ALMIŞ FİLMLERİN İNCELENMESİ Sinemada ürün yerleştirme başlıklı tez çalışmamızda, öncelikle ürün yerleştirme kavramı ile marka iletişiminin ilişkisi incelenmiştir. Bu bağlamda marka ile ilgili temel kavramların markalaşma sürecine etkisi ve marka iletişim stratejilerinin küreselleşen tüketim kültürü aracılığı ile yeni uygulama alanları bulmasına değinilmiştir. Marka iletişiminde algılamanın önemi vurgulanmış, gerek işitsel gerek ise görsel algılamada; bireylerin bildikleri, aşina oldukları simge ve sembollerin kullanımının, hatırlanmaya etkisi göz önünde bulundurularak, mitotoljik öğelerin kullanımının algılamaya etkisi irdelenmiştir. Ürün yerleştirme, marka iletişimi boyutunda ele alınmış, ilk ürün yerleştirme örneklerinden başlanarak ürün yerleştirmenin gelişimi, süreci, türleri ve uygulama alanları detaylarıyla anlatılmış, ürün yerleştirme ile ilgili düzenlemeler; mesleki, yasal ve ahlaki açıdan incelenmiştir. Çalışmamızın ikinci bölümünde, ürün yerleştirme; sinemada bir pazarlama aracı olması boyutuyla mercek altına alınmış, ürün yerleştirme örnekleri verilerek bir filmin finansman aracı olarak kullanımı konusuna değinilmiştir. Araştırma kapsamında 2000-2007 tarihleri arasında ”En İyi Film OSCAR’ı” alan filmler incelenmiştir. Her film içindeki yazılı olarak yerleştirilen markalar, kurgusal ve gerçek marka yerleştirmeleri, örtülü mü, açık mı yerleştirildikleri, film oyuncuları tarafından kullanılmaları ya da bahsedilmeleri, açık veya kapalı alanda mı yerleştirildikleri ve son olarak da yapılan yerleştirmenin sözlü mü yoksa sözsüz mü olduğu tespit edilmiş ve bu veriler saniye, tekrarlanma sayıları da göz önünde bulundurularak analiz edilmiştir. Çalışmamızın son bölümünde ise; yapılan değerlendirmeler sonucunda 2005 yılı en iyi film OSCAR’ı alan Million Dollar Baby (Milyonluk Bebek) filmi Marmara Üniversitesi İletişim Fakültesi’nde eğitim gören 100 öğrenciye izletilerek anket çalışması gerçekleştirilmiş, elde edilen veriler çeşitli analizlerden geçirilerek araştırmanın hipotezlerini sağlayıp sağlamadığı gözlemlenmiştir.
PRODUCT PLACEMENT IN MOVIES ANALYZING FILMS THAT ACHIEVED THE ACADEMY OF MOTION PICTURE ARTS AND SCIENCES’ BEST FILM AWARD BETWEEN 2000 AND 2007 In this dissertation; titled “Product Placement in Movies”, the main focus is the relation between the product placement concept and brand communication. In this context, the effects of the main concepts of brands on branding process and the new horizons of brand communication strategies with the recent globalizing consumption culture. The importance of perception in brand management has been emphasized and the effects of the usage mythological elements, based on the knowledge and familiarity of symbols and signs and their impact on recalling, both audial and visual. Product placement has taken in consideration in a brand communication perspective and the progress, process, types and applications of product placement has been analyzed in detail from the very beginnings. Also the regulations regarding product placement have been discussed considering the professional, legal and ethical issues. In the second part of this research, the usage of product placement as a tool of financing a movie, based on examples have been studied, focusing from a marketing point of view. Through the study, movies which have won the “Best Film Academy Award” have been analyzed. Aspects such as brands, fictional and non-fictional brand placement, whether these placements are obvious or hidden, the usage or implication of these products by the actors, whether these placements are outdoors or indoors, and whether the placement is verbal or non-verbal have been studied. At the last chapter of the research, a questionere has been conducted between a 100 students of Marmara University Faculty of Communications, after screening “The Million Dollar Baby”, which has won the best film Academy Award. The results of this questionnaire has been analyzed, trying to find a correlation between the data and the hypothesis of the research.
PRODUCT PLACEMENT IN MOVIES ANALYZING FILMS THAT ACHIEVED THE ACADEMY OF MOTION PICTURE ARTS AND SCIENCES’ BEST FILM AWARD BETWEEN 2000 AND 2007 In this dissertation; titled “Product Placement in Movies”, the main focus is the relation between the product placement concept and brand communication. In this context, the effects of the main concepts of brands on branding process and the new horizons of brand communication strategies with the recent globalizing consumption culture. The importance of perception in brand management has been emphasized and the effects of the usage mythological elements, based on the knowledge and familiarity of symbols and signs and their impact on recalling, both audial and visual. Product placement has taken in consideration in a brand communication perspective and the progress, process, types and applications of product placement has been analyzed in detail from the very beginnings. Also the regulations regarding product placement have been discussed considering the professional, legal and ethical issues. In the second part of this research, the usage of product placement as a tool of financing a movie, based on examples have been studied, focusing from a marketing point of view. Through the study, movies which have won the “Best Film Academy Award” have been analyzed. Aspects such as brands, fictional and non-fictional brand placement, whether these placements are obvious or hidden, the usage or implication of these products by the actors, whether these placements are outdoors or indoors, and whether the placement is verbal or non-verbal have been studied. At the last chapter of the research, a questionere has been conducted between a 100 students of Marmara University Faculty of Communications, after screening “The Million Dollar Baby”, which has won the best film Academy Award. The results of this questionnaire has been analyzed, trying to find a correlation between the data and the hypothesis of the research.