YAPAY ZEKA İLE ÜRETİLEN REKLAM FİLMLERİNE ESTETİK AÇIDAN BAKMAK VE YAPAY ZEKA İLE ÜRETİLEN ÖRNEK REKLAM FİLM ÇÖZÜMLEMESİ

Artificial intelligence (AI) applications are widely used across various domains to enhance efficiency and meet market demands. Among these, the communication sector has seen significant integration of AI technologies, particularly in the field of advertising. With ongoing technological advancements, AI has become embedded in almost every stage of the advertising process. In recent years, its use has become especially prominent in areas such as media monitoring and analysis, measuring campaign effectiveness, writing ad scripts, producing commercials, targeting audiences, personalization, content creation, and ad optimization. As AI-driven transformations reshape advertising formats, language, and platforms, persuading consumers has become increasingly challenging. Aware of these challenges, advertising professionals are exploring new strategies. One of the key elements that influence both the form and function of commercials is aesthetics. The study titled An Aesthetic Perspective on AI-Generated Commercials and an Analysis of an AI-Produced Advertisement explores the areas of AI application in advertising and examines the role of aesthetics in the production of advertising films within a theoretical framework. The analysis, grounded in this framework, employs the discourse analysis method. As a purposive sample, the commercial titled Reacher in the Eyes, Turkey in the Hearts—produced for the Reacher brand eyewear using an AI tool—was selected for in-depth analysis. The study investigates the relationship between AI-generated advertising and message delivery, aiming to identify the strengths and weaknesses of AI-produced commercials. The key finding reveals that aesthetic elements significantly enrich the advertisement, contributing to a unique artistic value. It is concluded that the collaboration between human creativity and machine intelligence can yield visually compelling outputs, such as this 45-second commercial with cinematic qualities.