TELEKOMÜNİKASYON ŞİRKETLERİ TARAFINDAN İŞ HAYATINA YÖNELİK HAZIRLANMIŞ REKLAM KAMPANYALARINDAKİ ÇERÇEVELEME ETKİSİNİN İNCELENMESİ: İŞ-TURKCELL ÖRNEĞİ
INVESTIGATION OF FRAMING EFFECT ON ADVERTISING CAMPAIGNS PREPARED BY TELECOMMUNICATION COMPANIES FOR BUSINESS LIFE: THE CASE OF BUSINESS-TURKCELL

Summary/Abstract: The services diversified by telecommunication companies in the light of increasing technological developments have finally been reflected in business life. In a study conducted for Microsoft, the finding that the sales rates of SMEs that use technology effectively increase 15% faster than companies that do not adopt technology, emphasizes the importance of technological solution supports. Therefore, today, many operators offer technological solutions to both SME-level companies and large-scale companies. In this study, the content analysis of the advertisements prepared by Turkcell to market the technological solutions offered to the companies was made. The aim of the study is to determine the framing effect that emerged in the content analysis. For this purpose, the texts of the advertisements displayed by Turkcell were examined and positive-negative frames in the texts were determined. The relevant analysis was examined in the axis of advertisements using callto-action sentences and storytelling technique, and it was discussed in the context of the brand's general communication strategy. The results obtained reveal that the brand carries out a communication design customized according to the target audience and carries out positioning activities in this context. The values on which the brand has based its competitive power over the years have found an important harmony and consistency within themselves.

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