Çocuklara Yönelik Gıda Reklamları: Ebeveynlerin Bireysel Ahlak Felsefeleri, Ebeveynlik Tarzları ve Cinsiyetin Etkilerinin Araştırılması

Yıl 2019, , 277 - 300, 30.06.2019

Öznur Özkan Tektaş

https://doi.org/10.18074/ckuiibfd.467134

Öz

Çalışmanın
amacı, televizyon reklamı ile çocuk etkileşiminde ebeveynlerin rolünün
anlaşılması ve test edilmesidir. Çalışmada, ebeveynlik tarzının, ebeveynlerin
bireysel ahlak felsefeleri ile çocuklara yönelik gıda reklamlarına ilişkin
tutumları arasındaki düzenleyici etkisi incelenmektedir. Ayrıca çalışmada, söz
konusu düzenleyicilik ilişkisinde ebeveynin cinsiyetinin etkisi de
araştırılmıştır. Analizlerde kullanılan birincil veri, üç ila sekiz yaş
aralığında çocuğu olan ebeveynlerden yüz yüze anket yöntemi ile elde edilmiş;
ön görülen ilişkiler, düzenleyici aracılık modeli kullanılarak test edilmiştir.
Sonuçlar, ebeveynlerin reklama yönelik olumsuz tutumlarının, sahip oldukları
ebeveynlik tarzı ile birlikte, bireysel ahlak felsefelerinden etkilendiğini
ortaya koymaktadır. Şöyle ki, daha idealist olan anne babaların daha fazla
sosyal yönelimli ebeveynlik tarzına sahip oldukları; aynı zamanda, kavram
yönelimli anne babalara kıyasla reklama yönelik daha olumsuz tutumlarının
olduğu tespit edilmiştir. Söz konusu aracılık etkisinin anne-baba arasında da,
diğer bir ifade ile ebeveynin cinsiyetine göre de farklılaştığı görülmektedir. Çalışma,
bireysel ahlak felsefesi ve ebeveynlik tarzınının birlikte etkisini incelemesi
açısından literatüre katkıda bulunmaktadır. Ek olarak, önceki çalışmalarda
yoğunlukla anne-çocuk ilişkisi üzerinde durulururken; ebeveynin cinsiyetinin
düzenleyici etkisinin incelenmesi de literatüre katkı niteliğindedir.

Anahtar Kelimeler

Bireysel ahlak felsefesi, Sosyal yönelimli ebeveynlik tarzı, Kavram yönelimli ebeveynlik tarzı, Çocuklara yönelik reklam, Gıda reklamları

Food Advertising Targeted At Children: Examining the Effects of Parent’s Personal Moral Philosophy, Parenting Style, and Gender

Öz

The
purpose of this study is to understand and empirically test the role of parents
in the advertising and children interaction. Specifically, the study intends to
examine the mediating role of parenting style between
the personal
moral philosophies of parents and attitude toward food advertising (AA)
targeted at children and investigate the role of gender of parents in
this mediation context. The data were collected from parents who have three to
eight year-old children via face-to-face questionnaire. A moderated
mediation framework was used to test the proposed relationships. Results
indicate that more idealist parents tend to have more socio-oriented parenting
style and have more negative attitude toward food advertising targeted at
children than relativist and concept-oriented parents. Gender of parents moderates
the relation between moral philosophies of the parents and AA via parenting
style. This
study contributes to the limited existing literature by examining the
simultaneous effect of personal moral philosophy of parents and their parenting
style on their attitudes toward advertising targeted at children. Morover, most
of the existing research focuses on only mother-child interaction. The second
contribution of this research is to study the buffering effect of parent’s
gender on the proposed relations.

Anahtar Kelimeler

Personal moral philosophies, Socio-oriented parenting style, Concept-oriented parenting style, Advertising targeted at children, Food advertising

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