Analysis of Advertisement within a Dramatic Framework: A TV Commercial in Terms Absurd Dramaturgy

Abstract

This study was carried out with the thought that, as an interdisciplinary field, advertising is closely related to art as well as to various branches of science. The research is grounded on Stern's (1990) study of advertising within a dramatic framework, with reference to the relationship between marketing and theatre. In this context, we analyzed Eti Tutku's TV commercial as an example of absurd advertisement, in terms of absurd dramaturgy. Our aim is to present an example of advertisement analysis within a dramatic framework and to evaluate the absurdity in advertising from a theatrical perspective. As a result of the study, we found that the commercial uses the absurd narrative form in terms of "theme, action, setting, character, language, and tone and that it shares similarities with absurd theatre plays. The term "absurd" originates from philosophy, literature, and art. By studying a commercial that is considered an absurd narrative, we discussed its traces on the field of mass communication. In addition to the meaning created by such advertisements, we present implications of using absurdist strategy and narration in advertising, and also suggestions for future research that could be structured on the relationship between advertising and art.