Execution in television advertisements: The execution components in Turkish Tv Ads (2005)

iiiABSRACTEXECUTION IN TELEVISION ADVERTISEMENTS: THE EXECUTIONCOMPONENTS IN TURKISH TV ADS (2005)Ömer KUTLUDepartment of Advertisement and Public RelationsAnadolu University Graduate School of Social Sciences, Ağustos 2006Advisor: Assoc. Prof. Ferruh UZTUĞFocusing on Turkish television ads, this study aims at developing a new codingtable (measuring system) to classify types of execution in advertising. Theframework developed in this study intends to identify the various types ofcreative execution and their relationship with the variables of message strategyand product category.A sample of 921 TV ads broadcasted on Turkish national TV has beenanalyzed, focusing specifically on product category, message strategy andexecution.The research concludes in respect to the dichotomy of information versusimage that Turkish TV ads are undergoing a transformation towards the image.