Cola Turka Advertising Case Study
"You are drinking America, you are not drinking a soda"
Advertising is used to promote goods, services, and anything else that advertisers want to publicize. Sometimes we may view it positively sometimes we may just ignore it. So, in order to attract target audience, advertisers use various techniques on their advertisement. In the case of advertising on television, there are many bounding conditions: within a limited time, advertisers try to give a package of information, thus every second is precious.
At the end of this summer, a very big advertising campaign was started. One morning, anyone who took his newspaper read the same giant advertisement, in fact an announcement, "Tonight, at 21:30, be ready for a 5 minutes comedy". Every newspaper's first page is covered with this announcement. That night, Turkey was in front of their magic box. No one turned their current channel to a specific one because at the bottom of the announcement the names of all channels (including national channel TRT) were written.
Interestingly, but unsurprisingly, at 21:30 wherever you turned the channel you saw the same cinematographic advertisement titled as "New York'ta bir Morning ". The entire advertisement was shown only that night and it took 5 minutes. This is a novelty for Turkish media. There has never been an advertisement that took its length and has this style.
The advertisement starts with the famous American actor Chevy Chase who is well- known in Turkey for his family man character Clark Griswold from the trip movies. In the advertisement, while Mr. Chase is walking through Times Square he saw a car full of black people, wrapped in the national flag of Turkey to celebrate a soccer victory. This seems him strange but he keep on walking. Then, he enters...