AN EXPLORATORY CONTENT ANALYSIS ON BRAND APPEARANCES IN ANIMATION MOVIES

Tuna Tetik; Öykü Türkeli

Article Details

AN EXPLORATORY CONTENT ANALYSIS ON BRAND APPEARANCES IN ANIMATION MOVIES

Authors:

Tuna Tetik | Öykü Türkeli

Publisher:

Istanbul Aydin University

Main Topics:

Medya Endüstrisi Çalışmaları | Televizyon Programcılığı | Sinema (Diğer)

Journal:

İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 4, pp.573-590

Document Type:

Article

Publication Date:

10/2023

Document Language:

English

Document ID (Org No.):

2001302495

pISSN:

2757-7252

Keywords:

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 studys 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.

 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 studys 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.

 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 studys 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.

 Marka görünürlüğü sinema filmleri, televizyon dizileri, müzik videoları, video oyunları ve animasyonlar için bütçe toplamanın en popüler yollarından biri olarak gelişmiştir. Bu yapımlarda, markaların bu amaçla yer alması ürün yerleştirme olarak adlandırılmaktadır. Ürün yerleştirme kısaca markaların film, televizyon dizisi, oyun, kitap, şarkı, müzik videosu ve animasyon gibi kitle iletişim araçlarına ve içeriğine yerleştirilmesi olarak tanımlanmaktadır. Küresel animasyon endüstrisindeki ekonomik parametreler nedeniyle animasyon filmleri ve dizileri, marka görünürlüğü için faydalı platformlar olarak görülmeye başlanmıştır. Böylelikle film çalışmaları alanıyla reklamcılığın kapsamına giren çalışmalar nitel araştırmalarda bir araya gelebilir. Alana katkı sağlamayı amaçlayan bu çalışmada, araştırma yöntemlerinden içerik analizi yöntemini kullanılarak, animasyon filmlerdeki marka görünürlüğü stratejilerinin incelenmesi hedeflenmektedir. Bu nicel çalışmada, tesadüfi olmayan örnekleme yöntemlerinden amaçsal örnekleme yöntemi ile 7.0 puanın üzerinde ve IMDbde en az 2.000 bin kişi tarafından puanlanan Amerika Birleşik Devletleri merkezli 10 animasyon film araştırmanın kapsamına dahil edilmiştir. Elde edilen sonuçlara göre, 10 animasyon filmde toplam 121 ürün yerleştirme uygulaması belirlenmiş ve bu 10 film içerisinde en çok Apple markasının yer aldığı tespit edilmiştir. Markaların daha çok görsel olarak yer aldığı ve en çok boş zaman aktiviteleri kategorisinde bulundukları tespit edilmiştir. Araştırmanın bir diğer sonuca göre, yerleştirmesi yapılan markaların çoğu Amerika menşeilidir. Son olarak, en çok yetişkinlere yönelik filmlerde ürün yerleştirme uygulamaları ve marka görünürlüğü tespit edilmiştir ve bu yapımların yüksek bir oranı da Netflix tarafından üretilmiştir. Bu çalışmanın ana çıktısı, animasyonun marka görünürlüğü ve ürün yerleştirme için etkili ve yaratıcı bir medya olabileceğinin ortaya çıkartılmasıdır.

Article Details

AN EXPLORATORY CONTENT ANALYSIS ON BRAND APPEARANCES IN ANIMATION MOVIES

Authors:

Tuna Tetik | Öykü Türkeli

Publisher:

Istanbul Aydin University

Main Topics:

Medya Endüstrisi Çalışmaları | Televizyon Programcılığı | Sinema (Diğer)

Journal:

İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 4, pp.573-590

Document Type:

Article

Publication Date:

10/2023

Document Language:

English

Document ID (Org No.):

2001302495

pISSN:

2757-7252

Brand Appearances

Product Placement

Animation

Film

MediaMarka Görünümü

Ürün Yerleştirme

Animasyon

Film

Medya

Issues

Article Details

Authors: Tuna Tetik | Öykü Türkeli

Publisher: Istanbul Aydin University

Main Topics: Medya Endüstrisi Çalışmaları | Televizyon Programcılığı | Sinema (Diğer)

Journal: İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 4, pp.573-590

Document Type: Article

Publication Date: 10/2023

Document Language: English

Document ID (Org No.): 2001302495

pISSN: 2757-7252

Issues

Authors:

Tuna Tetik | Öykü Türkeli

Publisher:

Istanbul Aydin University

Main Topics:

Medya Endüstrisi Çalışmaları | Televizyon Programcılığı | Sinema (Diğer)

Journal:

İstanbul Aydın Üniversitesi Sosyal Bilimler Dergisi Vol.15 Issue 4, pp.573-590

Document Type:

Article

Publication Date:

10/2023

Document Language:

English

Document ID (Org No.):

2001302495

pISSN:

2757-7252