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TELEVİZYON REKLAMLARINDA MÜZİK ve REKLAM İLİŞKİSİ

The Relationships Between Music and Advertisements In Television Advertisements

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Abstract (2. Language): 
Music plays an important role in the effect of advertisements on the audience as well as images, texts and sound in the television advertisements. The music used in the advertisements has an more important task than the song appears with the combination of enstruments. Music becomes prominent in adertisement's getting credit, being remembered, drawing attention, sending messages through differentiating and giving positive feelings to the brand. With lyrics or in instrumental form on the background, the advertisements carry their messages through jingles. In this study, it was researched that whether the audiences direct their attention to the music in television advertisements, whether the music contribute to the inclination of the advertisement, what kind of jingles the audiences expect. For that purpose, a survey was conducted to a sampling group of 520 people reside in Konya. Consequently, it was seen that the music was important in drawing attention and getting credit in the television advertisements.
Abstract (Original Language): 
Televizyon reklamlarında görüntü, metin ve ses kadar müzik de reklamın izleyici üzerindeki etkisinde önemli rol oynamaktadır. Reklamlarda kullanılan müzik, enstrümanların birleşimiyle ortaya çıkan şarkıdan daha önemli bir göreve sahiptir. Reklamın beğenilmesinde, hatırlanmasında, dikkat çekmede, mesajın farklılaştırılarak iletilmesinde, reklamdan edinilen olumlu duyguların markaya yüklenmesinde müzik ön plana çıkmaktadır. Müzik, sözlü ya da enstrümantal olarak arka fonda yer alabileceği gibi cıngıllarla reklam mesajını da taşımaktadır. Bu çalışmada televizyon reklamlarında yer alan müziğe izleyicilerin dikkat edip etmedikleri, müziğin reklamın beğenisine katkı sağlayıp sağlamadığı, izleyicinin nasıl bir reklam müziği beklediği incelenmiştir. Bunun için Konya'da yaşayan 520 kişiden oluşan örneklem grubuna anket yapılmıştır. Sonuç olarak televizyon reklamlarında müziğin dikkat çekmede ve beğeni sağlamada önemli olduğu görülmüştür.

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