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Oz Tuketicilerin satin alma davranislari uzerinde elzem etkilere sahip olan reklam olgusunun, toplumsal yasam uzerindeki etkileri goz ardi edilemeyecek derecede buyuk onem tasimaktadir. Gunluk yasam rutini icerisinde sayisiz reklam ile karsilasan bireyin, bir reklami fark etmesi, ilgisini reklama yonlendirmesi, reklamdan etkilenmesi, reklam ile davranis ve tutum degistirmesi ve nihayetinde reklami hatirlayabilmesi, pazarlama iletisimi disiplinin basat hedefidir. Reklamin yaratim surecinden baslayarak, reklama konu olan urun ve hizmetin icerigi, islevi, etkileri, faydalari ve kullanimi, reklam ihtiyaci hissedilen ogenin niteliklerinin dogru ifadesi ile mumkun olmaktadir. Dogru anlamlandirilan bir urun, hizmet, dusunce ve kurulusun reklam calismasi surecinde, alisilmisin disinda, tekduzelikten uzak ve gostergebilimin nimetlerinden ust duzeyde yararlanilarak, gorsel iletisimin carpici ogeleri ile bezenerek kurgulanmasi, reklamin sayisiz muadilinden ayird edilmesini ve yillarca hatirlanmasini mumkun kilmaktadir. Farklilik ile farkindalik yaratabilmek ve reklamin cekiciligini arttirabilmek adina, pek cok bilim dali ve disiplinin de destek aldigi canlandirma tekniginin uygulamasi olan teknoloji tabanli animasyon kullanimi, tasarim ve kurgunun basarisini arttirarak, bir yandan zaman ve maddi kazanimlar saglarken ote yandan da reklam calismasinin hatirlanabilme etkilerini yuksek tutmaktadir. Olumlu marka kimligi cagrisimi ve yaratimi adina kurgulanan animasyon reklamlari teknigi, gunumuz reklam stratejileri icerisinde, populasyonel farkliliklar tasiyan hemen her bireyi yakalama yetisi en yuksek, gorsel icerigi en zengin, etkisi en yogun ve kurulan duygusal yakinlik ile hatirlanmasi en etkin ve oncelikli olan tekniklerden biridir. Calisma ile televizyon reklamlarinda animasyon tekniginin kullanimi irdelenmis, animasyon kullaniminin hatirlanma duzeyi Sagolasin Izocam slogani ile hazirlanan Izocam markasinin reklam filmi orneklemi uzerinden sorgulanarak, tespit edilmeye calisilmistir. Anahtar Kelimeler: Reklam, Televizyon Reklamlari, Reklam Iletisimi, Animasyon, Izocam, Slogan, Marka. Abstract Effects of commercials, which have significant effects on purchasing behaviours of consumers, on social life cannot be disregarded. It is the primary aim of marketing communication disciplinary that the individual confronting with numerous commercials during daily routine notices a commercial, directs his/her attention towards the commercial, is affected from the commercial, changes behaviours and attitude with the commercial and remembers the commercial finally. Starting with the creation process of the commercial, the content of product and service related to the commercial, its functions, effects, benefits and usage can only be possible by accurate expression of the qualities of the element requiring promotion. A product and service, explained accurately and created by adorning with impressive aspects of visual communication by means of high level benefits of semiotics far from monotony and in an unusual manner, make the commercial distinctive among its numerous equivalents and cause the commercial to be remembered for years. In order to create difference and awareness and to increase attractiveness of the commercial, usage of technology-based animation, which is a technique of animating supporting many sciences and disciplinary, increases the success of design and fiction, saves money and time and keeps remembrance effects of the commercial at high levels. The technique of animation commercials, fictionalised for positive brand identity association and creation, is one the most effective and primary techniques, which have high level of remembrance within today's commercial strategies due to its rich visual content, intense effect and emotional intimacy, catching nearly all of the individuals with population differences. The study has examined the use of animation technique in television commercials; the level of remembrance by animation use has been questioned and determined on the basis of commercial film of Izocam brand, prepared with the slogan "Thank you Izocam".

TELEVİZYON REKLAMLARINDA KULLANILAN ANİMASYON REKLAM FİLMLERİNİN HATIRLANMA DÜZEYLERİ: ' SAĞOLASIN İZOCAM REKLAM FİLMİ ÖRNEKLEMİ