With the inclusion of television in human life after cinema, it is seen that the visual and auditory interaction has increased to the top level. Screening environments such as television, which can offer more accessible and effective images, have almost become part of people's everyday habits. In this entertaining environment, advertisement films are easier to reach the audience. With the addition of moving images to the audio effect of radio ads, audio display environments provide a fun and effective advertising environment for large audiences. Typography, which is the most remarkable element among the images used in the content of commercial films, is frequently seen in advertisements made for years. Within the possibilities of the periodic techniques, typography visuals started to appear in animated forms later on, while in a fixed view. It is seen that typography is perceived by reading reflex on the screen, as well as being transformed into kinetic structure with structural interventions. At the same time, the voiced typography increases its effect in the perception process. Kinetic typography, which creates an appearance that appeals to the depths of the animated and visual perception, is an important element in commercial films. In this study, the transformation of the typography, which is frequently used in commercial films, from the static appearance to the kinetic structure in time, is emphasized. Typographic changes and transformations in the content of the commercials published in the old and recent history were evaluated. The contributions of technical approaches that have been reached over time have been examined.

Keywords: Advertising film, kinetic typography