Product placement in Turkish cinema: Comparative content analysis of the most watched films from 1989 to present

The concept of advertising has started with the beginning of shopping in human history. Throughout the history of economic life with the development of the concept of goods has come across us in every period. With the development of trade and the existence of marketing, goods and services have become compulsory in our lives and advertising has turned to different fields to develop itself. With the spread of mass media, it has gained more place in our lives. As advertising has developed, it has added new concepts to its literature. The concept of product placement is one of these concepts. This concept, which is also referred to as confidential advertising, is considered an effective method. Product placement is unobtrusive when it comes to the film or television industry. It is used to introduce a new product with product placement, to prepare an environment to present an imaginary product to the market and to advertise the existing product. In this way, successful results are obtained.When a program or series is being watched on television, when the ads appear, viewers generally switch to another channel. Consumers have a negative attitude towards these advertising activities. Geleneksel Product placement 'came into play after these traditional ads lost their influence on consumers. Product placement; It means placing products in movies, computer games, DVD, LCD, TV programs, music clips and books. Cinema films; product placement is the most successful field. Product placement is an effective and inexpensive method.This study examined the revenue with the highest number of impressions entering Turkey after 1989, 20 domestic movie product placement strategies implemented in the content analysis method. Which brands are included in these films and how many seconds or minutes these brands appear on the screen have been researched