CREATIVE STRATEGIES onTURKISH TELEVISION ADVERTISING: AN APPLICATION of TAYLOR’S SIX-SEGMENT MESSAGE STRATEGY WHEEL

2871 commercials broadcast during prime time on 5 TV stations with the highest ratings among Turkish National TV Stations in December 2018 were examined in the study. Analyzing the advertisements with the content analysis method within Taylor’s six-segment message strategy wheel, the reruns of the commercials were excluded, leaving 320 commercials to be examined according to their message strategies. Taylor’s six-segment message strategy wheel constituted the theoretical framework of this study, allowing to analyze the communication approach (transmission or ritual) and message strategy (ego, social, sensory, routine, acute need, or ration) of Turkish television advertisements. Gathered data revealed 65% of the advertisements used transmission view with 94 of 320 ads being in rational segment. Among all advertisements ritual view was used in 35%.