Özkök Şişman Ö.
SAKARYA İLETIŞIM, sa.Advanced Online Publication, ss.101-123, 2026 (Hakemli Dergi)
-
Yayın Türü:
Makale / Tam Makale
-
Basım Tarihi:
2026
-
Doi Numarası:
10.70684/silet.1821463
-
Dergi Adı:
SAKARYA İLETIŞIM
-
Derginin Tarandığı İndeksler:
EBSCO Communication Source, Communication Source (EBSCO), Central & Eastern European Academic Source (CEEAS), Directory of Open Access Journals
-
Sayfa Sayıları:
ss.101-123
-
Açık Arşiv Koleksiyonu:
AVESİS Açık Erişim Koleksiyonu
-
İstanbul Kültür Üniversitesi Adresli:
Evet
Özet
The growing prevalence of short-form video formats in digital advertising is making the function of music within narrative structure increasingly evident. On algorithmically driven platforms, user attention is shaped through brief and continuously flowing viewing experiences. In this context, music is moving away from its traditional role as a background auditory accompaniment. It is instead assuming a central regulatory function that shapes the emotional direction of the narrative. In other words, the moments in which emotion rises, intensifies, and becomes internalized throughout the advertisement are primarily guided by the musical flow. This study examines the Volkswagen “Aşkı Bulacaksın” commercial, which received first place in the “Use of Music in Advertising” category at the 2025 Kristal Elma Awards, to analyze how music and narrative are integrated. A content analysis was conducted using Freytag’s dramatic structure model, along with a five-dimensional framework for musical-emotional interaction. The findings indicate that music is shaping the emotional progression of the narrative in a layered and dynamic manner. Additionally, the analysis reveals that the automobile in the commercial is positioned beyond its everyday utilitarian function and is instead operating as a carrier of familial memory and emotional continuity. It is assessed that the study contributes to a clearer theoretical understanding of sound-based narrative strategies in short-form advertising and supports the recognition of how these strategies function in practical application.