Turunduskommunikatsioon animafilmis Jänku-Juss aastatel 2007 ja 2011

Abstract

The purpose of this bachelor’s thesis “Marketing communication in the animation Jänku-Juss in 2007 and 2011” was to study marketing communications in 2007 and 2011 in the animation Jänku-Juss and to point out differences between these years. The location of marketing techniques and the techniques of commercial and social marketing were studied in the animation. In the context of social marketing I also studied prosocial behaviours, abilities, knowledge and social stance, which were promoted in episodes of the animation. In addition, advertisements prior to the animation were studied for frequency of appearance and target audience. In order to make the analysis, I conducted a research that consisted of 97 episodes of the animation, 50 of which were from the year 2007 and 47 from the year 2011. The selected years allowed to study the change in marketing communications and to compare the difference between marketing enterprises prior to the economic crisis to the current situation. Methods used in this paper are content analysis combined with qualitative content analysis. All 97 episodes were analysed with content analysis and 8 episodes were studied closely with qualitative content analysis. For the clarity of the study, an expert interview was conducted with Janika Leoste, who is engaged in advertising and is one of the creators of the animation Jänku-Juss. The main objective of this interview was to introduce the communicator’s explanations into this paper. In addition, I tried to understand the main principles in the decision-making of marketing communications. The results showed that marketing plays a central role in the animation Jänku-Juss. Marketing techniques could be found before the animation, during the animation and after the animation. Commercial advertising was frequent prior to the animation. However, the results also indicated that these advertisements were not related to the animation in any way. What is more, the appearance of commercial advertising prior to the animation was completely coincidental. The appearance of marketing techniques during the animation was frequent and diverse. Both commercial and social marketing techniques could be found. In both years, most frequently used commercial marketing techniques were actions and patterns of behaviour to which the target group could identify. Product placement was also a common technique that was used to directly introduce both products and enterprises or institutions. Techniques related to commercial marketing, found in the animation in both years, were also usage of exciting graphics, repetition, conditionality, highlighting the positive aspects of a product or a service, attraction, argumentation and manipulating with information and beliefs. In addition, in 2007, well-known characters were used in the animation. Most commonly used social marketing technique, in both years, was the opportunity for the target group to identify with the animation. Techniques related to social marketing, found in the animation in both years, were also rational techniques, nonverbal elements, repetition, setting positive examples, the usage of well known characters and in some cases frightening. Lessons were most commonly given by adults, but in some cases, the young characters themselves promoted some behavioural patterns. The biggest difference between the two years, is the fact that in 2007 techniques common to commercial marketing to promote a certain product or a service, were used greatly, but by the year 2011 the usage of these techniques had decreased and with the help of state institutions, the emphasis had been put on promoting prosocial behaviour, abilities, knowledge and social stands. Here, a connection to the economic crisis can be seen, that resulted in a decrease in advertising. However, it cannot be ruled out that during these years, the brand of Jänku-Juss had strengthened and the state institutions saw it as an effective communication channel to reach the children. I find that this paper gave a relatively general but still a solid comparison about the marketing techniques used in the years 2007 and 2011. Due to the fact that marketing techniques were not always clear and different interpretations may have been done, some indicators of subjectivity may be found in this paper. However, I find that this study allowed to point out the fact that the animation Jänku-Juss, which is mainly considered as an educative animation for children, contains techniques to promote prosocial behaviour, abilities, knowledge and social stands, as well as techniques that may be viewed as promoting a certain product or enterprise in order to increase its profitability. According to the analysis, compared to the year 2007, considerable decrease in commercial marketing techniques and the use of brand products among characters, can be seen. Still, episodes that were clearly built up with the intention of promoting a certain institution or an enterprise, could be found in 2011.