Intertextuality in Turkish TV advertising: an analysis of popular song usage
Author(s)
Advisor
Akşak, Emel ÖzdoraDate
2020-06Publisher
Bilkent University
Language
English
Type
ThesisItem Usage Stats
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Abstract
Brands have started to use popular songs in their advertisements. Especially in
Turkey, different types of usage in terms of changing lyrics of a song with the brand
motto, cover versions, just the background music or lyrics of a song can be seen in
well-known brands’ advertisements such as Coca-Cola, Çerezza, Digiturk,
Misli.com, Nestle, Vakıfbank, Petlas and so on. Since the relationship between
advertising and music has been a matter of vital importance in respect of brand
efficacy on the consumer, the use of popular songs has become the new perspective
of the advertisers. With the increasing usage, this thesis investigates the intertextual
role of popular songs in Turkish TV advertisings. The purpose of this study is to
examine the intertextual usage of popular songs intended by various brands and the audience reception of the proposed advertisings’ message. That’s why this study focuses on how the brand image and consumer perception affected by the familiarity
of songs in advertisings.