earticle

영어

If we think about aesthetics, we see that there are many definitions and interpretations. With the most well-known definition, there are still comments on aesthetics, which is known as beautiful, useful, and pleasing, and this is normal. Since aesthetics is a pleasant field of study, it opens vast doors for those interested in it. Aesthetic understanding can offer different perspectives according to societies. Aesthetics offers an artistic point of view and awakens emotions by appealing to human beings. Straying from its known purpose and definition, we now see that aesthetics is used in advertisements to make products more attractive by affecting human consciousness. Before showing purchasing behaviour, the buyer looks at whether the product appeals to his/her lifestyle, identity and status as well as appealing to his/her needs and buys or does not buy the product according to these features. For this reason, aesthetic concerns come into play for marketers. As it is known, television commercials are one of the types of advertisements that mobilise the emotions of the audience the most. From this point of view, the use of aesthetics in Turkish television commercials is discussed in this study. Firstly, a general framework of aesthetics is drawn and then the relationship between advertising and aesthetics is emphasised. The study endeavours to understand the appearance, construction and positioning of aesthetics in Turkish television commercials. For this purpose, at the end of the study, the aesthetic appearance of an advertisement film selected by random sampling method is presented.