Ege Üniversitesi İletişim Fakültesi Yeni Düşünceler Hakemli E-Dergisi

Öz

Storytelling is frequently used in the marketing process to ensure recall, to establish anthropoformist relationships with products and brands, and to personalize communication with the target audience. Mainly aimed at persuading in the name of the desired action, the ads are fictional content that contains a promise of value. Narratives, which are the oldest form of value transfer from past to present, are frequently preferred by advertisers because they facilitate the persuasion process. The action that is desired to be created in the target audience through advertising is consumption, within this framework, the advertisement tries to motivate the target audience for consumption. Within the scope of this motivation, it attributes rational, symbolic and / or experiential benefits to the product and aims to create value in the target audience. Narrative advertisements provide the experience of getting caught up in the story through the identity established with the leading role, thus attributing values to the consumption ritual and aiming to guide the evaluation process of the target audience. Within the scope of the research, the values assigned to the product by the narrative advertisement, the motivations it promises satisfaction and satisfaction, and the product consumption and evaluation ritual in the fabric of the advertising narrative were examined within the scope of Lai's (1995) “Consumer Evaluation Process Framework”. In this context, in the research part of the article, the Biscolata Mood advertisement series was analyzed with semiotic analysis and the promised values and the product evaluation process it presented in the advertisement narrative were tried to be understood. In this context, it has been tried to reveal how narrative advertisements construct the process of evaluating the product by consumers.