Oğuz Atay romanlarının Poyraz Karayel dizisinde ürün yerleştirmesi olarak kullanılması ve genç izler kitle üzerindeki etkileri

Nowadays, marketing experts are trying many ways to reach and promote their brands and products to potential target audiences. Developing technology and changing patterns of consumer behavior have forced brands to create and use innovative and novel ways of reaching consumers. In an environment where consumers are increasingly uncomfortable with advertising and trying many tactics to avoid exposure to it, brands find it difficult to differentiate their products. The emergent situation that encourages brands to seek new ways for addressing particular audience groups is very important for the development of product placement. Today, product placement practices are employed by the publishing sector as by all other sectors. In this thesis, the placement of Oğuz Atay's novels Tutunamayanlar (1972) and Tehlikeli Oyunlar (1973) in the TV series Poyraz Karayel (2015-2017) is examined as a case of embedded marketing on the air. The in-depth interviewing method was used, and three young people, who watched the series and read the book, were interviewed in August-September 2019 to see whether and how their opinions on Oğuz Atay and his work, in particular, and on literature in general, were affected by this placement practice. The research has shown that the placement of literary works in TV shows has not caused any discomfort to the young audience. Besides, it has been observed that these product placement practices arouse curiosity in the young audience towards literature in general and can contribute to an increase in their awareness about related literary works and their authors. Keywords: Oguz Atay, Underground Literature, Product Placement, Embedded Marketing, Television, TV Series, Poyraz Karayel, Tutunamayanlar, Tehlikeli Oyunlar