Journal of Institute of Fine Arts

Abstract

Advertising has the ability of showing the difference
and superiority of product or services, and of mobilizing the audience.
Advertising has the function of making the audience to recognize, sell, and
create brand image of the unnoticed aspects of the product; and can change the
attitudes, thoughts and behaviors of people and societies, can create fashions
and contribute to increased consumption by using art and aesthetics. Television
Commercials Aesthetics appears as an element that contribute to the watching,
noticing, selling, creating brand image by researching, gathering information,
planning, developing media and message strategies. Television commercials
aesthetics gains value with the presentation of the narrative content, the
production technique as a whole, and with the narrative style of the commercial
film in television commercials. Aesthetics has played an important role in the
acceptance of the commercials by the audience; and has helped in many areas
like better understanding of the product that is advertised, the promises of
advertisement, the emergence of consumer problems, how to eliminate the
problems of consumers, and how the consumers will be made happy. The
attractiveness of advertising is the main aspect that paves the way for the
emergence of these functions with the use of aesthetics in advertisements.
Advertising appears before the target audience as an element that attracts the
attention of the consumer to the advertising message and that increases the
power of persuasion. The aim of this study, based on advertising film
aesthetics and advertising appeal, was to determine the plain meaning, side
meaning, slogan, music and actors of the advertisement in terms of aesthetics and
attractiveness, the place of Kent Candy in the minds of consumers, its
position, what it says to consumers, its promise to consumers, etc. by
considering it bases on aesthetics and attractiveness. When the data of the
study were collected, the advertisements broadcast on Kanal D, Fox TV Star TV,
Show TV, and ATV channels were included in the study before 2019 Sacrifice
Feast holiday. The advertisement of Kent Candy on the television was analyzed
based on the narrative content; television advertising film narration format;
and the aesthetic elements were discussed in this context. In the Method
section of the study, the analysis of the advertisement film of Kent Candy was
carried out by using the Semiotic Analysis Method. The culture of Kent, its
characteristics and style emerged in the study and were presented to the
audience. As a result of the analysis, It is possible to argue that Kent
answered to the questions “How to become a brand?” and “How to respect the
consumer?”. Advertising attractiveness has appeared before the audience as an
element to attract the attention of consumers or target audience to the message
and to increase the power of persuasion.