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dc.contributor.advisorAkşak, Emel Özdora
dc.contributor.authorŞaşmaz, Melisa
dc.date.accessioned2020-08-26T12:39:11Z
dc.date.available2020-08-26T12:39:11Z
dc.date.copyright2020-06
dc.date.issued2020-06
dc.date.submitted2020-07-27
dc.identifier.urihttp://hdl.handle.net/11693/53941
dc.descriptionCataloged from PDF version of article.en_US
dc.descriptionThesis (M.S.): Bilkent University, Department of Communication and Design, İhsan Doğramacı Bilkent University, 2020.en_US
dc.descriptionIncludes bibliographical references (leaves 137-151).en_US
dc.description.abstractBrands 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.en_US
dc.description.statementofresponsibilityby Melisa Şaşmaz.en_US
dc.format.extentxii, 157 leaves ; 30 cm.en_US
dc.language.isoEnglishen_US
dc.rightsinfo:eu-repo/semantics/openAccessen_US
dc.subjectAdvertisingen_US
dc.subjectBrand imageen_US
dc.subjectConsumer perceptionen_US
dc.subjectJingleen_US
dc.subjectPopular songsen_US
dc.titleIntertextuality in Turkish TV advertising: an analysis of popular song usageen_US
dc.title.alternativeTürk Televizyon reklamlarında metinlararasılık: popüler şarkı kullanımının analizien_US
dc.typeThesisen_US
dc.departmentDepartment of Communication and Designen_US
dc.publisherBilkent Universityen_US
dc.description.degreeM.S.en_US
dc.identifier.itemidB154697


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