- İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi
- Cilt: 15 Sayı: 4
- AN EXPLORATORY CONTENT ANALYSIS ON BRAND APPEARANCES IN ANIMATION MOVIES
AN EXPLORATORY CONTENT ANALYSIS ON BRAND APPEARANCES IN ANIMATION MOVIES
Authors : Tuna TETİK, Öykü TÜRKELİ
Pages : 573-590
View : 74 | Download : 120
Publication Date : 2023-10-25
Article Type : Research
Abstract :The brand appearance has evolved as one of the most popular ways to collect budgets for movies, television shows, music videos, games, and animations. This way of brand appearing within these productions is also named product placement. Product placement is briefly defined as placing products and brands within mass media channels and content such as movies, television shows, games, books, songs, music videos, and animations. Animated films and series have become beneficial platforms for brand appearances due to the economic parameters in the global animation industry. Therefore, the field of film studies and the scope of advertising could be intersected in quantitative research. Intending to contribute to the field, the content analysis method was chosen as a research method to investigate the product placement strategies in animated movies. In this quantitative study, purposive sampling was selected as one of the non-probability sampling methods. Thus, 10 United States-originated animated movies were selected with higher than 7.0 points and rated by at least 2.000 thousand people on IMDb. With the study’s aim, 121 brand appearances were identified in 10 animated movies, and it was observed that Apple has the most appearances within these 10 movies. The findings demonstrate that brands were visually appeared mostly in the category of products and services about free time activities. Another study finding is that U.S.-originated brands appeared most in animation movies. Brand appearances and product placement practices were at their highest number in the Netflix Original adventure adult animated movies. The primary outcome of this study showcases that animation could be an effective and creative medium for brand appearance and product placement.Keywords : Marka Görünümü, Ürün Yerleştirme, Animasyon, Film, Medya