Movie trailer as an advertising tool: The comparison research of emotional appeals and execution factors used in trailers of Turkish and US movies

This study searches that what kind of structures do movie trailers have with a inside of a wiev of advertising creative strategies. The study have evaluated the approaches of Polay, Moriarty, Belch?s emotional appeals and Stewart and Furse, Shimp, Baldwin?s execution factors. Also, regarding to movie advertising, it has reconsidered the relations between moviegoers as target audience and movie genre as product category. So it has redefined the term of movie trailer as a tool of advertising.Inside of a frame created by, release years of movies and genres, 19 emotional appeals with their compactness and 32 execution factors which took place inside Turkish and US movies (released in Turkey between years 2002-2009) have been determined by content analysis. The results have been compared.As a result, the genres of Turkish movies are more narrow than US movies. Emotional appeals and execution factors are being used more intensive and more in count inside of US movie trailers. The relations between emotional appeals, execution factors and movie genres are more significant inside of US movie trailers.