Sinema Filmlerinde Marka ve Ürün Yerleştirme: Türkiye ve Kırgızistan’dan Örnekler


Ergüven M. S.

2. Uluslararası Bilimsel Araştırmalar ve Yenilikçi Çalışmalar Sempozyumu, Çanakkale, Turkey, 2 - 05 March 2022, pp.1247-1248

  • Publication Type: Conference Paper / Summary Text
  • City: Çanakkale
  • Country: Turkey
  • Page Numbers: pp.1247-1248
  • Anadolu University Affiliated: Yes

Abstract

Brand and product placement, which is an important tool of marketing communication can

be defined as the promotion of goods and services and the placement of brands in various types

of media for a price in an effort to create awareness on target audiences and to increase it. The

most important goal for the products and brands is to have a positive impact on the audience,

taking place in a planned but unobtrusive manner in the scenes suitable for the movie's concept.

Brand and product placement, which is developed in the American cinema movie industry

Hollywood, has become a marketing communication practice used in movies in almost every

country today. Brand and product placement provides significant benefits not only for

advertisers, but also for production companies trying to cover the production costs of movies.

In this study, the differences between brand and product placement approaches, practices and

techniques in Turkish and Kyrgyzstan's cinema movies are examined. Furthermore, the movies

of both countries are analyzed using the comparative content analysis method. In the research,

the highest-grossing movies of both countries between 2007 and 2019 were determined as the

sample. Brand and product placement rates and approaches used in movies are examined from

a cross-cultural perspective. In addition, the types of brands and product placement, the use

cases of the products in the films, the sectoral distribution of the placed products, the placement

duration and the number of scenes in the cinemas of both countries are measured and analyzed.

According to the initial results, the rate of brand and product placement practices in

Kyrgyzstan's movies is lower than in Turkish movies. Some brands placed in Kyrgyz movies

are not represented in the country's market. For this reason, it may not be right to consider some

brands appearing in Kyrgyz movies as strategic product placement. It is noteworthy, that in the

movies shot in Turkey brand and product placement are used by advertisers in line with strategic

marketing communication goals.