A General Overview on Turkish Comedy Movies in the Context of Advertising Discourses

Abstract

Introduction Application of advertisements in Turkish Cinema has come a long way from past to present. Mass media has become more diverse, especially thanks to the ever-growing technology, which resulted in creating various trends in the advertisement field. While in the past there used to be limited advertisement applications such as screen advertising, sponsorship and foyer advertising, in the present both the mediums in which the advertisements are displayed and the cinema advertisements vary more. Especially in the late 1990s and early 2000s when the digital technology started to make its impact, applications like on-wall advertising, product placement, lobby TV, etc. became to be popular in the cinema advertisement. The interaction between the cinema and advertisement industry is that the movie producers want to find a source of finance for their movies, and the advertisers want the audiences to be unable to avoid the ads by getting the messages directly and inclining towards the sale. In this context, movie producers and the advertisers hold a consultation to decide when and where they will use these effective advertisement strategies in the movies. Then, the product or products that will be advertised are integrated into the appropriate scenes inside the movie for a specific price under an agreement. It is important for the current advertisement industry to enable an interaction between the consumer and cinema, which is a popular media, to make a positive and lasting impression. Because now, aside from the movies that…. © Peter Lang GmbH.