Year: 2023
Type: article
Abstract: Today, promotional videos are needed in order for the forms, one of the most important products of football teams, to find a new excitement in the fans every year. In this respect, promotional videos for the prepared form appear in the most effective way, both in text content and visually. In these promotional videos, in which visual content is intensely presented, the success and historical background of the teams are further deepened. The aim of this study, which is based on the promotional videos of the football teams, is to examine the promotional videos of the jerseys in terms of how the product is presented, visual symbolism and the dominant values conveyed. In this context, the promotional videos of the 2022-2023 football season uniforms of 4 football teams were analyzed by content analysis. According to the results of the research, products are generally presented as “only product” and “product with person/persons” in promotional videos. It has been determined that the most visual symbolism elements in the promotional videos of the jersey are "magic" and "personification". In addition, it has been determined that the dominant values conveyed the most in the promotional videos of the examined form are "beauty", "power" and "romance".
Author: Aydoğdu, Volkan
Institution: Bitlis Eren University
Language: Turkish
Topic: Sports, Gender, and Society
Subfield: Gender Studies
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W7220101671