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Narrative Advertising as Mini-Series: Analysis of Crystal Apple’s Award-Winning Mini-Series Ads
(Alanya Alaaddin Keykubat Üniversitesi, 2024) Aydoğan, Hediye
This study aims to reveal the narrative elements and creative advertising strategies of mini-series advertisements, which are a type of narrative advertisement. Accordingly, the mini-series ads of four brands awarded in Crystal Apple were qualitatively content-analyzed in MAXQDA2020 program. Findings revealed that the mini-series ads have an average duration of 01'58'', the plot mostly takes place in the present tense and outdoors, the leading characters are dominant and are played by celebrities, the drama narrative format is preferred, there is no significant difference in terms of narrative focus, brand prominence type and level. different plot strategy is used intensively, there is no difference in terms of the product/customer strategy, the heart strategy is profoundly preferred, and the positioning strategy is the most used strategy by focusing on image, entertainment, user image and usage opportunity. Based on the research findings, some inferences are provided for practitioners and researchers.