{"id":29256,"date":"2026-05-20T16:54:45","date_gmt":"2026-05-20T13:54:45","guid":{"rendered":"https:\/\/iletim.istanbul.edu.tr\/?p=29256"},"modified":"2026-05-20T16:54:46","modified_gmt":"2026-05-20T13:54:46","slug":"admind-reklamcilik-gunlerinin-ikinci-oturumu-tamamlandi","status":"publish","type":"post","link":"https:\/\/iletim.istanbul.edu.tr\/index.php\/2026\/05\/20\/admind-reklamcilik-gunlerinin-ikinci-oturumu-tamamlandi\/","title":{"rendered":"ADmind Reklamc\u0131l\u0131k G\u00fcnleri\u2019nin \u0130kinci Oturumu Tamamland\u0131"},"content":{"rendered":"\n

Haber: \u015eevval Olga\u00e7<\/strong><\/p>\n\n\n\n

Foto\u011fraf: \u015eevval Olga\u00e7<\/strong><\/p>\n\n\n\n

Edit\u00f6r: Melek \u00d6zt\u00fcrk <\/strong><\/p>\n\n\n\n

\u0130stanbul, (\u0130\u00dc Haber Merkezi) – \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi, ADmind Reklamc\u0131l\u0131k G\u00fcnleri etkinli\u011finin ikinci oturumuna ev sahipli\u011fi yapt\u0131.<\/strong><\/p>\n\n\n\n

Etkinli\u011fin 18 May\u0131s Pazartesi tarihli ikinci oturumunda Migros Yemek Senior Creative Expert U\u011fur Can Uso\u011flu ile Alametifarika Senior Art Director Tu\u011f\u00e7enur Cu\u011f konu\u015fmac\u0131 olarak yer ald\u0131. Metin Erksan Sinema Salonu\u2019nda ger\u00e7ekle\u015fen programda reklamc\u0131l\u0131k sekt\u00f6r\u00fcn\u00fcn yarat\u0131m s\u00fcre\u00e7leri, bir fikrin do\u011fu\u015fundan yay\u0131na al\u0131nmas\u0131na kadar ge\u00e7en a\u015famalar ele al\u0131nd\u0131. <\/p>\n\n\n\n

Brief\u2019ten yay\u0131na uzanan kreatif s\u00fcre\u00e7<\/strong><\/p>\n\n\n\n

Migros Yemek Creative Expert U\u011fur Can Uso\u011flu, reklam projelerinin ba\u015flang\u0131\u00e7 noktas\u0131n\u0131n markalardan gelen briefler oldu\u011funu anlatt\u0131. Bu brieflerin yaln\u0131zca bir problem tan\u0131m\u0131 de\u011fil; bazen marka imaj\u0131, bazen bir sosyal sorumluluk projesi, bazen de bir \u00fcr\u00fcn\u00fcn tan\u0131t\u0131m\u0131 i\u00e7in olabilece\u011fini ifade etti. Uso\u011flu, kreatif s\u00fcrecin en kritik ad\u0131m\u0131n\u0131n briefi do\u011fru anlamak oldu\u011funu belirterek \u201c\u0130lk do\u011fru hamle markan\u0131n derdini anlamakla ba\u015fl\u0131yor\u201d s\u00f6zleriyle s\u00fcrecin temelini \u00f6zetledi.<\/p>\n\n\n\n

Uso\u011flu, marka taraf\u0131ndan g\u00f6nderilen briefin analiz edilmesinden sonra senaryo yaz\u0131m\u0131na ge\u00e7ildi\u011fini, daha sonra storyboard \u00e7izimleriyle fikrin g\u00f6rselle\u015ftirildi\u011fini aktard\u0131. S\u00fcrecin devam\u0131nda prod\u00fcksiyon, \u00e7ekim planlama ve nihai reklam filminin ortaya \u00e7\u0131k\u0131\u015f\u0131na kadar uzanan \u00e7ok a\u015famal\u0131 bir yap\u0131 oldu\u011funu belirterek, her ad\u0131mda hem stratejik hem de yarat\u0131c\u0131 kararlar\u0131n birlikte al\u0131nd\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n\n\n

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Migros Yemek Creative Expert U\u011fur Can Uso\u011flu<\/figcaption><\/figure><\/div>\n\n\n

Kreatif s\u00fcre\u00e7te reddedilme, dayan\u0131kl\u0131l\u0131k ve fikri savunma<\/strong><\/p>\n\n\n\n

Uso\u011flu, reklam yazarl\u0131\u011f\u0131n\u0131n en zor k\u0131sm\u0131n\u0131n fikir \u00fcretmekten \u00e7ok, \u00fcretilen fikri kabul ettirmek oldu\u011fu  vurguland\u0131. Uso\u011flu, ajans ortam\u0131nda fikirlerin s\u00fcrekli test edildi\u011fini ve \u00e7o\u011fu zaman reddedildi\u011fini belirterek bunun sekt\u00f6r\u00fcn do\u011fal bir par\u00e7as\u0131 oldu\u011funu s\u00f6yledi. <\/p>\n\n\n\n

\u201cReddedilmek ki\u015fisel bir durum de\u011fil, s\u00fcrecin kendisi\u201d ifadelerini kullanan Uso\u011flu, bu durumun ayn\u0131 zamanda yarat\u0131c\u0131l\u0131\u011f\u0131 da geli\u015ftiren bir mekanizma oldu\u011funu dile getirdi.<\/p>\n\n\n\n

Detaylar ve kreatif ekip \u00e7al\u0131\u015fmas\u0131<\/strong><\/p>\n\n\n\n

Alametifarika Senior Art Director Tu\u011f\u00e7enur Cu\u011f ise konu\u015fmas\u0131nda reklamc\u0131l\u0131\u011f\u0131n g\u00f6rsel \u00fcretim taraf\u0131n\u0131n detaylar\u0131na de\u011findi. Senaryonun onaylanmas\u0131n\u0131n ard\u0131ndan ba\u015flayan s\u00fcre\u00e7te storyboard, moodboard, prod\u00fcksiyon toplant\u0131lar\u0131 ve \u00e7ekim haz\u0131rl\u0131klar\u0131n\u0131n devreye girdi\u011fini belirterek, bu a\u015famada reklam\u0131n g\u00f6rsel d\u00fcnyas\u0131n\u0131n tamamen ekip \u00e7al\u0131\u015fmas\u0131yla in\u015fa edildi\u011fini vurgulad\u0131.<\/p>\n\n\n\n

Cu\u011f, reklamc\u0131l\u0131kta detaylar\u0131n belirleyici oldu\u011funu ifade ederek kost\u00fcm se\u00e7iminden sahne tasar\u0131m\u0131na, ekran g\u00f6rsellerinden renk kullan\u0131m\u0131na kadar her unsurun iletilmek istenen mesajda etkisinin oldu\u011funu vurgulayarak, \u201cBazen bir detay, t\u00fcm hikayenin alg\u0131s\u0131n\u0131 de\u011fi\u015ftirebilir\u201d s\u00f6zlerini ifade etti.<\/p>\n\n\n

\n
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Alametifarika Senior Art Director Tu\u011f\u00e7enur Cu\u011f<\/figcaption><\/figure><\/div>\n\n\n

Yarat\u0131c\u0131 s\u00fcre\u00e7te t\u0131kanma korkusu<\/strong><\/p>\n\n\n\n

Cu\u011f, fikir \u00fcretiminde zaman zaman t\u0131kanma ya\u015fanmas\u0131n\u0131n do\u011fal oldu\u011funu, bunun yarat\u0131c\u0131 \u00fcretim s\u00fcrecinin bir par\u00e7as\u0131 oldu\u011funu ifade etti. Yarat\u0131c\u0131l\u0131\u011f\u0131n \u00e7o\u011fu zaman bilin\u00e7alt\u0131nda olgunla\u015ft\u0131\u011f\u0131n\u0131 ve fikirlerin beklenmedik anlarda ortaya \u00e7\u0131kabildi\u011fini vurgulayan Cu\u011f, bu s\u00fcrecin sab\u0131r ve ki\u015fisel fark\u0131ndal\u0131k gerektirdi\u011fini s\u00f6yledi.<\/p>\n\n\n\n

Cu\u011f, ileti\u015fimcilerin yaln\u0131zca kendi alanlar\u0131yla s\u0131n\u0131rl\u0131 kalmamas\u0131 gerekti\u011fini, sinema, edebiyat, tasar\u0131m ve farkl\u0131 disiplinlerden beslenmenin \u00f6nemli oldu\u011funu vurgulad\u0131. Bu yakla\u015f\u0131m\u0131 pergel metaforu ile a\u00e7\u0131klayan Cu\u011f, ileti\u015fimcilerin bir aya\u011f\u0131n\u0131n uzmanl\u0131k alan\u0131nda sabit kal\u0131rken di\u011fer aya\u011f\u0131n\u0131n s\u00fcrekli yeni alanlar\u0131 ke\u015ffetmesi gerekti\u011fini ifade etti. Cu\u011f, bu bak\u0131\u015f a\u00e7\u0131s\u0131n\u0131n yarat\u0131c\u0131l\u0131\u011f\u0131 besleyen en \u00f6nemli unsurlardan biri oldu\u011fu belirtildi.<\/p>\n\n\n\n

Yapay zeka, T\u00fcrkiye reklamc\u0131l\u0131\u011f\u0131 ve sekt\u00f6rel s\u0131n\u0131rlar<\/strong><\/p>\n\n\n\n

Programda yapay zek\u00e2n\u0131n reklam sekt\u00f6r\u00fcndeki kullan\u0131m\u0131na da de\u011finildi. Uso\u011flu, yapay zekan\u0131n \u00f6zellikle y\u00fcksek b\u00fct\u00e7eli prod\u00fcksiyon gerektiren projelerde \u00f6nemli bir alternatif haline geldi\u011fini belirtti. <\/p>\n\n\n\n

T\u00fcrkiye ve Avrupa reklamc\u0131l\u0131\u011f\u0131 kar\u015f\u0131la\u015ft\u0131ran. Uso\u011flu, Avrupa reklamc\u0131l\u0131\u011f\u0131n\u0131n daha sanatsal ve hikaye odakl\u0131 bir yap\u0131ya sahip oldu\u011funu, T\u00fcrkiye\u2019de ise s\u00fcre k\u0131s\u0131tlar\u0131, b\u00fct\u00e7e planlamalar\u0131 ve yasal s\u0131n\u0131rlamalar\u0131n yarat\u0131c\u0131 \u00fcretimi daraltt\u0131\u011f\u0131n\u0131 s\u00f6yledi. Rekabet reklamlar\u0131n\u0131n s\u0131n\u0131rl\u0131 olmas\u0131n\u0131n da sekt\u00f6rdeki yarat\u0131c\u0131l\u0131\u011f\u0131 etkileyen \u00f6nemli bir unsur oldu\u011funu belirtti.<\/p>\n\n\n\n

Etkinlik, \u00f6\u011frencilerden gelen sorular\u0131n yan\u0131tlanmas\u0131 ve sekt\u00f6r deneyimlerinin payla\u015f\u0131lmas\u0131yla sona erdi. <\/p>\n\n\n\n

<\/p>\n\n\n

\n
\"\"<\/figure><\/div>","protected":false},"excerpt":{"rendered":"

Haber: \u015eevval Olga\u00e7 Foto\u011fraf: \u015eevval Olga\u00e7 Edit\u00f6r: Melek \u00d6zt\u00fcrk  \u0130stanbul, (\u0130\u00dc Haber Merkezi) – \u0130stanbul \u00dcniversitesi \u0130leti\u015fim Fak\u00fcltesi, ADmind Reklamc\u0131l\u0131k G\u00fcnleri etkinli\u011finin ikinci oturumuna ev sahipli\u011fi yapt\u0131. Etkinli\u011fin 18 May\u0131s Pazartesi tarihli ikinci oturumunda Migros Yemek Senior Creative Expert U\u011fur Can Uso\u011flu ile Alametifarika Senior Art Director Tu\u011f\u00e7enur Cu\u011f konu\u015fmac\u0131 olarak yer ald\u0131. Metin Erksan […]<\/p>\n","protected":false},"author":14,"featured_media":29257,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":{"format":"standard"},"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[1,159,28,34,178,2085,2348,35],"tags":[4216,3349,4217,2105,3897,4218,4219],"class_list":["post-29256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-genel","category-sag-manset","category-istanbul","category-universite","category-fakultemizden","category-manset-haber","category-manset-yani","category-yasam","tag-admind","tag-melek-ozturk","tag-migros-yemek","tag-reklamcilik","tag-sevval-olgac","tag-tugcenur-cug","tag-ugur-can-usoglu"],"_links":{"self":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/29256","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/comments?post=29256"}],"version-history":[{"count":1,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/29256\/revisions"}],"predecessor-version":[{"id":29260,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/posts\/29256\/revisions\/29260"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media\/29257"}],"wp:attachment":[{"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/media?parent=29256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/categories?post=29256"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/iletim.istanbul.edu.tr\/index.php\/wp-json\/wp\/v2\/tags?post=29256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}