The Effect of Militaristic Tendencies on Attitudes Towards Military Advertisements

Year 2023, Issue: 43, 67 - 93, 30.12.2023

Ali Çağan Uzman , Nurhan Zeynep Tosun

https://doi.org/10.31123/akil.1368804

Abstract

This study examines in detail the potential impact of individuals' militaristic tendencies on their attitudes towards military advertisements. Considering Türkiye's deep-rooted military history and culture, understanding how military advertisements and the attitudes formed against them interact with societal and cultural dynamics is a significant issue. Within the scope of the research, participants were first surveyed face-to-face to measure their militaristic attitudes. Subsequently, they were shown the "Önce Vatan" (First, the Homeland) advertisement video published on the official YouTube account of the Turkish Armed Forces on January 1, 2023. The effect of militaristic tendencies on the military advertisement was examined using an attitude scale towards the advertisement. To evaluate the survey results, a correlation analysis was first conducted to determine the existence and intensity of the relationship between militaristic tendencies and attitudes towards military advertisements. After identifying a significant relationship, the multiple regression method was used to analyze the effect of sub-factors of militaristic tendencies on attitudes towards military advertisements. The research findings reveal that militaristic tendencies have a significant influence on attitudes towards military advertisements.

Keywords

Militaristic Tendencies, Military Advertisements, Attitudes, Advertising Strategies, Target Audience Analysis

Militarist Eğilimlerin Askeri Reklamlara Yönelik Tutuma Etkisi

Abstract

Bu çalışma, bireylerin militarist eğilimlerinin, askeri reklamlara yönelik tutumları üzerindeki potansiyel etkisini detaylı bir şekilde incelemektedir. Türkiye'nin sahip olduğu köklü askeri tarihi ve kültürü göz önüne alındığında, askeri reklamların ve bu reklamlara karşı oluşan tutumların, toplumsal ve kültürel dinamiklerle nasıl etkileşime girdiği önemli bir sorunsaldır. Araştırmada, katılımcılara yüz yüze bir anket uygulanarak militarist tutumları belirlenmiştir. Bu aşamadan sonra, Türk Silahlı Kuvvetleri'nin 2023 yılında resmi YouTube hesabında yayınladığı "Önce Vatan" adlı reklam videosu katılımcılara izletilmiştir. Video izlendikten sonra, militarist eğilimlerin bu reklama nasıl bir etkisi olduğunu anlamak için bir tutum ölçeği kullanılarak katılımcıların reklama ilişkin görüşleri alınmıştır. Anket sonuçlarının değerlendirilmesi amacıyla öncelikle militarist eğilimlerle askeri reklama yönelik tutum arasındaki ilişkinin varlığını ve şiddetini belirlemek için korelasyon analizi yapılmış, anlamlı bir ilişkinin tespit edilmesinin ardından militarist eğilimin alt faktörlerinin askeri reklama yönelik tutum üzerindeki etkisini analiz etmek için çoklu regresyon metodu kullanılmıştır. Yapılan araştırmalar sonucunda, militarist eğilimlerin, askeri reklamlara yönelik tutumları üzerinde anlamlı bir etkisinin olduğu ortaya koyulmuştur.

Keywords

Militarist Eğilimler, Askeri Reklamlar, Tutumlar, Reklam Stratejileri, Hedef Kitle Analizi

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