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

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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