Televizyon Reklamlarında Canlandırma Uygulamalarının Reklam Anlatısına Etkileri "vada" Kampanyası Örneği

Abstract

The topic of this study is to research using of animation as narrative language at the field of advertisement. It is aimed at the determination of the effects of animation applications on the television publicity. At the study has been also aimed to determine the function of facilities submitted by applications of animations on the success of advertisement communication. On this contex has been reseached the formation and developpement of concept of animation and advertisement. It has been attendet to find out the point, where the each field come together and distinguish. Period of creation and production, kind, function and character of animation and advertisement films have been analysed in a way of scientic study. Based on the cinema narration and television narration constructive features has been received priority consideration on the esthetical, technical, spiritual perspective of the advertisement films structure which has been prepared with the animation methods. In this context has been explicated the contribution of the application of animation to the advertisement narration. The films hold a place at the Yapı Kredi Bank/World Card/Word point/VADA campaign has been elected as pattern to the studies. Moving image composing publicity films have been evaluated in the fields like target group, formal and content. The graphic tables has been formed by considering collective and different features of films. The advertisement or animation films are generally thougt of sign system with special meaning. The sign of composed the body of advertisement has been analyzed in a multi-faceted and elective way, which have been designated from the publicity films of World Card/World point/Vada advertisement campaign, using the semiotic methods. It has been determined in conclusion, that animation methods have been rather frequently used at the creation of visual effect at the content advertisement or live action imge with the effects of technological progress. The study has shown also, that animation application has effects to enrich to the advertisement narration in the visual perspective, to support the message of advertisement, to sense, to perceive and to recall of the message advertisement easly by the speactators. Key Words: Persistance Of Vision, Animation, Kinds Of Animation, The Methods Of Animation, Field Of Usage Of Animation, Concept Of Publicty, Advertisement Communication, Television Publicity, Moving mage, Target Group, Visual And Lingustic Message