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CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ

Year 2017, Volume: 5 Issue: 2, 657 - 690, 29.09.2017
https://doi.org/10.19145/e-gifder.322299

Abstract

Pazarlama iletişiminin bir parçası olan reklam iletişimi,
hedef kitleye, ürün/marka hakkında bilgi verme, ürüne/markaya değer katma,
çağrışım yapma ve ikna etme fonksiyonlarını yerine getirmekte önemli bir yere
sahiptir. Yapılan araştırmalar reklam tutumunun marka tutumunu etkilediğini ve
reklam tutumunun satın alma davranışında ise kısmen belirleyici olduğunu
göstermektedir. Reklam ve marka tutumu oluşumunda reklamı beğenme ya da itici
bulma duygusal ve bilişsel tutum unsurlarını şekillendirmektedir. Reklama maruz
kalan hedef kitle beğendiği reklamlardan etkilenmekte, ürün ya da marka
hakkında bilgi edinmek istemekte, o reklam ve marka hafızasında yer etmekte ve
belki satın alıp deneme davranışında bulunmaktadır. Reklamın beğenilmesinde
bireyden kaynaklanan kişisel faktörler bir tarafa, bireyin içinde bulunduğu
kültürel kalıplar, ait olduğu ülke faktörü özellikle küresel reklamlarda
verilmek istenen mesajın algılanması ve yorumlamasında önem kazanmaktadır.



Yapılan çalışmada cinsel çekicilik içeren reklamlar ve
reklamda yer alan marka tutumuna kültürel farklılıkların etkisini ortaya koymak
amaçlanmaktadır. Çalışmada reklamlarda hiç, orta ve yüksek düzeyde cinsel
çekicilik kullanımı ve katılımcıların ülkesi bağımsız değişken, reklama karşı
tutum (Aad) ve markaya karşı tutum (Ab) bağımlı değişken ve Hofstede’in
kültürel boyutları ara (ortalayıcı) değişken olarak belirlenmiştir. Çalışmada
öncüller arasında en büyük etkinin cinsellik seviyesi olduğu ve ülke faktörünün
ikinci sırada geldiği görülmüştür. 
Çalışmanın uluslararası pazarda yer edinmek isteyen küresel markalar
için kaynak teşkil edeceği, ayrıca 
akademik çalışmalar için katkı sağlayacağı düşünülmektedir. 

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THE ROLE OF CULTURAL DIFFERENCES IN THE FORMATION OF CONSUMERS’ ATTITUDES TOWARDS TV ADVERTISEMENTS AND BRANDS

Year 2017, Volume: 5 Issue: 2, 657 - 690, 29.09.2017
https://doi.org/10.19145/e-gifder.322299

Abstract

The
advertising, as a part of marketing communication, has a crucial role in
several functions such as informing the target audience about a product/brand,
promoting the product/brand, making connotations for consumers and persuading
the public. The conducted studies point out that the attitudes toward the ads
directly affect attitudes towards the brand and they are also partially determinant
on purchase. Favoring an advertisement or finding it unfavorable shape
perceptional and cognitive factors on the formation of ad and brand attitudes. The
target audience seeing the advertisement are affected by the ads they favor,
they are also more eager to get information about the product or the brand, and
they may even buy and try the product. When it comes to favor an advertisement,
country and culture factors to which the audience belongs as well individual
factors as play a highly important role.



In the present study,
it is aimed to determine the effects of cultural differences of the
advertisements with a sex appeal and the attitudes towards the brand in that
advertisement. In the study, none, mild and overt sex appeal ads and
nationality as independent variables; consumers’ attitudes toward the ads (Aad)
and attitudes toward the brand (Ab)   as dependent
variables; Hofstede’s cultural dimensions are determined as medium variables. In
research, sex appeal level has the biggest impact and country differences come
as a second. It is considered that the current study can provide a resource for
the global brands in the international market, and it can also contribute to
the studies in the academic area.

References

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  • AL- JARRAH, Najah Ibrahim, (2012). Arab and American Cultural Values: A Comparison of Television and Magazine Advertising, Doktora Tezi, San Siego, USA: Alliant International University.
  • ARSLANTÜRK, Zeki, (2004), Sosyal Bilimciler İçin Araştırma Metod ve Teknikleri, (6. Baskı). İstanbul: Çamlıca Yayınları.
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  • BEARD, Fred K. (2008)." Advertising and Audience Offense: The Role of Intentional Humor", Journal of Marketing Communications, 14(1), s.1–17.
  • BELLO, Daniel G.; PİTTS, Robert. E. ve ETZEL, Michael. J. (1983). "The Communication Effects of Controversial Sexual Content in Television Programs and Commericals", Journal of Retailing,3(12), s.32-47.
  • BERG, Eron and LİPPMAN, Louis G. (2000). "Does Humon in Radio Advertising Affect Recognition of Novel Product Brand Names", The Journal of General Psychology, 1 (28), s.194-205.
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  • CUİ, Geng ve YANG, Xiaoyan(2009)." Responses of Chinese Consumers to Sex Appeals in International Advertising: A Test of Congruency Theory", Journal of Global Marketing, 22, s. 229–245.
  • ÇELİK, Candan (2006). Uluslar arası Reklamcılıkta Kültürün Etkileri. İstanbul: İstanbul Üniversitesi Basım ve Yayınevi.
  • ÇOKLUK, Ömay; ŞEKERCİOĞLU, Güçlü ve BÜYÜKÖZTÜRK, Şener (2012). Sosyal Bilimler İçin Çok değişkenli İstatistik. (2. Baskı). Ankara: Pegem Yayınları.
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  • DUNCAN, Calvin P. ve NELSON, James E. (1985). "Effects of Humor in a Radio Advertising Experiment", Journal of Advertising, 14 (2), s. 33-40.
  • DUTLEY, Sid C. (1999). "Consumer Attitudes toward Nudity in Advertising", Journal of Marketing Theory and Practise, 7, s.89-95.
  • EDELL, Julie A.ve BURKE, Marian C. (1987)."The power of Feelings in Understanding Advertising Effects" Journal of Consumer Research, Aralık, 14, s.421-43 ELDEN, Müge ve BAKIR, Uğur (2010). Reklam Çekicilikleri –Cinsellik, Mizah, Korku. İstanbul: İletişim Yayınları.
  • ELDEN, Müge (2005)."Glokal Reklam Kampanyalarında Yaratıcılığın Önemi", 32, s.65-82. http://www.yesevi.edu.tr/bilig/biligTur/pdf/32/65-82.pdf. Erişim Tarihi:10 Aralık 2012.
  • ELLİOTT, Rıchard And ELLİOTT, Chrıstine (2005). "Idealized Images Of The Male Body in Advertising: A Reader-Response Exploration", Journal of Marketing Communications, 11(1), s.3-19.
  • GEGEZ, Ercan; ARSLAN, Müge; CENGİZ, Emrah ve UYARICI, Mert (2003). Uluslar arası Pazarlama Çevresi, İstanbul: DR Yayınları.
  • GARCİA, Eli. (2004). The Effects of Cultural Values on International Advertising Effectiveness: A Study of Sex Appeals in Fashion Advertising, Yayınlanmamış Yüksek Lisans Tezi, El Paso: The University of Texas at El Paso
  • GARCİA, Eli ve YANG, Kenneth C. C. (2006). "Consumer Responses to Sexual Appeals in Cross-Cultural Advertisements", Journal of International Consumer Marketing, Vol. 19(2), s.29-52
  • HOFSTEDE, Geert (2001). Culture's Consequences: Comparing Values, Behaviors, Institutions and Organizations Across Nations, (2. Baskı). London (UK): Sage Publications.
  • HOEKEN, Hans; VAN DEN BRANDT, Corine; CRİJNS, Rogier; DOMİNGUEZ, Nuria; HENDRİKS, Berna; PLANKEN,Brigitt ve STARREN, Marianne (2003). "International Advertising in Western Europe: Should Differences in Uncertainty Avoidance Be Considered When Advertising in Belgium, France, the Netherlands and Spain?", The Journal of Business Communication, 40(3), s195-216.
  • HAN, Sang Pil, ve SHAVİTT, Sharon (1994). "Persuasion and Culture: Advertising Appeals in Individualistic and CoUectivistic Societies," Journal of Experimental Social Psychology, 30 (4), s.326-350.
  • JONES, Michael; ALONY, Irit (2007). "The Cultural İmpact of İnformation Systems – Through the Eyes of Hofstede – A Critical Journey.", http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1348&context=commpapers. Erişim Tarihi: 12.03.2013.
  • KALAYCI, Şeref (2010). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri (5. Baskı). Ankara:Asil Yayınları.
  • KARTARİ, Asker (2001). Farklılıklarla Yaşamak. Ankara: Ürün Yayınları.
  • KELLER, P. Anand ve BLOCK, L. Goldberg. (1996). Increasing the Persuasiveness of Appeals: The Effect of Arousai and Elaboration. Journal of Consumet Resourch, 22(4), 448-459.
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There are 70 citations in total.

Details

Journal Section Articles
Authors

Emine Şahin

İmran Aslan This is me

Publication Date September 29, 2017
Submission Date June 19, 2017
Published in Issue Year 2017 Volume: 5 Issue: 2

Cite

APA Şahin, E., & Aslan, İ. (2017). CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, 5(2), 657-690. https://doi.org/10.19145/e-gifder.322299
AMA Şahin E, Aslan İ. CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ. e-gifder. September 2017;5(2):657-690. doi:10.19145/e-gifder.322299
Chicago Şahin, Emine, and İmran Aslan. “CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 5, no. 2 (September 2017): 657-90. https://doi.org/10.19145/e-gifder.322299.
EndNote Şahin E, Aslan İ (September 1, 2017) CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 5 2 657–690.
IEEE E. Şahin and İ. Aslan, “CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ”, e-gifder, vol. 5, no. 2, pp. 657–690, 2017, doi: 10.19145/e-gifder.322299.
ISNAD Şahin, Emine - Aslan, İmran. “CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi 5/2 (September 2017), 657-690. https://doi.org/10.19145/e-gifder.322299.
JAMA Şahin E, Aslan İ. CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ. e-gifder. 2017;5:657–690.
MLA Şahin, Emine and İmran Aslan. “CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ”. Gümüşhane Üniversitesi İletişim Fakültesi Elektronik Dergisi, vol. 5, no. 2, 2017, pp. 657-90, doi:10.19145/e-gifder.322299.
Vancouver Şahin E, Aslan İ. CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ. e-gifder. 2017;5(2):657-90.