A Thematic Content Analysis Concerning the Emotional Message Repertory of the TV Commercials of the Products Directed at the Young Target Audience

The purpose of this study is to reveal the emotional message repertory in the television commercials directed at the young target audience. A content analysis is realized in the coverage of the study. The content analysis is used in the study. Total 2482 commercial spots, which are broadcasted in the prime time hours in 4 different national channels are recorded. The number of the commercials addressing to the young target audience between them became 1193. It is seen in the study that the commercials directed at the young target audience realized in 9 different categories. 10 different thematic categories are put forward directed at the young people in these 9 categories. The distribution of the mentioned categories to the channels is performed. In addition to this, most repeated 10 commercials are determined in all of the commercials and young commercials and the message contents of these commercials are examined. It is determined that the maximum messages directed at the young people among all of the commercials are in the food and beverage category with 425 single commercials. When it is looked at the thematic distribution, the messages concerning the difference took part in the first place among all of the commercials with 390 commercials.


Conclusion
It is seen in the research that youth is a very favorite category today for the advertisers and 1193 commercials which give messages for the young people are encountered among 2482 commercials watched in total. And this forms 48% of all of the commercials broadcasted.
This sets forth that there is a message for the young people nearly in one of two commercials.
It is seen that the weight is with the food and beverages sector with 35.62% in the messages directed at the young people. It is followed by the cosmetic and personal care category with 15.67%. The most frequently repeated commercial among all of the commercials became TTnet commercial which emphasizes the difference theme with total 9 frequencies in total.
Turkcell (roaming power) commercial took part in the second line with 83 commercials.
Haberturk commercial which is a commercial which emphasizes to be different takes place in the third line.
After these numerical data, what should be said is that what is presented to the consumer in the commercials is not the product and product benefit only. The advertisement meets the consumer by means of promising a lifestyle. The advertisement is a new life to be reached thanks to the product presented. The advertisement is an important fact which influences the cultural and social life of the people and reflects the same in the modern life. The commercials are not "unseen message carries" at any time and irrespective of the form of advertisement, what is important is the meaning in its content. When we look at Turkey which is a Western type capitalist society, the world of the young people accommodates difficulties, hopefulness and pessimism beyond the accustomed clichés and stereotypes. The most important problem of the young people is to express themselves. The young people are making efforts not only to express their identities but also to form their lifestyles. We see that the commercials also mention these gaps of the young people. Change, identity, difference and belonging are among the themes which illustrate this argument. According to the results of the research, while it is seen that these messages mention the theme of difference with 32.69%, this theme is followed by being privileged with 18.44% and increased popularity with 14.08%. Belonging to a place, group or object, sexual messages, insanity, change, identity, promise for health, increased performance and increased popularity have become the other message themes which are presented to the Turkish youth in the TV commercials.
It is seen that a support role which will develop their feeling of capability is adopted while making marketing to the young people in the commercials, and the commercials are used as intermediary for this process. The brands deepen the relationship to be established with the young people with these emotional messages. It is seen in the research that the commercials show the young people with this approach as follows:  The young people could exhibit their capabilities. It is considered that it is associated with the theme of being liked and appreciated.
 It is seen that the young people express themselves through the products and services and in this manner they cause change / conversion.  It is revealed in the content analysis performed that the young people are seen together with what looks like them through the products ad services and they are shown as a valuable member of that group.
 It is understood that the young people try to establish connection continuously with what they like through the usage of the products and services.
 We see in the research that the young people mention to share the popularity, "that day", attitudes, approaches, tastes, jokes, relationships and feelings and in short the common values which make them young.
The young people of the day who were born in the internet age is a group which is should be deeply examined which is open to the new and different things but with lower brand loyalty, living fast and making consumption and also influences the consumption of their families and attaches a great importance on communication. The young people, who are looking for an identity, an experience, an emotional bond and relationship/communication which will be enabled by using that brand together with the functionality in their brand preferences; are examined with its Turkey sample in this research. An identifying study is carried out with Turkey sample which is a newly developing and dynamic market. The following studies could be carried out on examining the influence which is left on the young people by these themes.
An intercultural study will be ideal in terms of comparing Turkey with another country in the global marketing age.
Online Journal of Communication and Media Technologies Volume: 6 -Issue: 2 April -2016