Intertextuality in Turkish TV advertising: an analysis of popular song usage

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.