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Duygusal ve Rasyonel Sosyal Reklam Mesajlarının Etkililiği Üzerine Bir Araştırma

Year 2015, Volume: 6 Issue: 1, 507 - 526, 01.12.2015

Abstract

Çalışmada, sosyal pazarlamanın tanımına ve uygulama alanlarına değinilmiş, sosyal pazarlamada kullanılan duygusal ve rasyonel çekiciliklerin ve hedef kitle üzerindeki etkilerinin belirlenmesi üzerine nitel ve nicel olmak üzere iki aşamalı bir araştırma gerçekleştirilmiştir. Araştırmada Türk Kızılay’ına ait iki reklam afişinden faydalanılmıştır. İlk aşamada reklamların mesaj içerikleri göstergebilimsel analiz yardımıyla analiz edilerek rasyonel/duygusal çekiciliklerden hangisine sahip oldukları ve ilgili çekiciliklere yönelik kavramlar ortaya konmuştur.Araştırmanın ikinci aşamasında ise, Türk Kızılay’ının bir gruba duygusal içerikli diğer gruba rasyonel içerikli olmak üzere iki farklı reklam afişi gösterilerek anket uygulanmıştır. Araştırma sonuçlarına göre, katılımcıların hem duygusal hem rasyonel reklam mesajlarına karşı tutumları, cinsiyetlerine ve daha önce kan bağışında bulunup bulunmamalarına göre anlamlı bir farklılık göstermemektedir. Bununla birlikte, rasyonel reklam içeriklerinin duygusal reklam içeriklerine göre az bir farkla da olsa daha etkili olduğu belirlenmiştir.

References

  • Abernethy, A.M., Butler, D.D. (1992) “Advertising Information Services versus Products”, Journal of Retailing, 68(4): 398-419.
  • Andreasen, A.R. (1994). “Social Marketing: Its Definition and Domain”, Journa] of PublicPolicy & Marketing, 13(1): 108-114.
  • Brennan, L., Binney, W. (2010). “Fear, Guilt, and Shame Appeals in Social Marketing”, Journal of Business Research, 63: 140-146.
  • Büyüköztürk, Ş. (2008). “Sosyal Bilimler için Veri Analizi El Kitabı: İstatistik Araştırma Deseni SPSS Uygulamaları ve Yorum” 9. Baskı, Ankara: Pegem Akademi.
  • Cheng, H., Kotler, P., Lee, R.N. (2011). “Social Marketing for Public Health” Eds: Cheng, H., Kotler, P., Lee R. N., Social Marketing for Public Health (Global Trends and Succes Stories), Jones and Bartlett Publishers, 1-30.
  • Dann, S. (2010). “Redefining Social Marketing with Contemporary Commercial Marketing Definitions”, Journal of Business Research, 63: 147-153.
  • Hastings, G., Stead, M., Webb, J. (2004). “Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern”, Psychology & Marketing, 21(11): 961–986.
  • Kalaycı, Ş. (2010). “SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri”, 5. Baskı, Ankara: Asil Yayın Dağıtım.
  • Kotler, P., Levy, S.J. (1969) “Broadening the Concept of Marketing”, Journal of Marketing, 33(1): 10–15.
  • Kotler, P., Zaltman, G. (1971). “Social Marketing: An Approach to Planned Social Change”, Journal of Marketing, 86 (July): 3-12.
  • Küçükerdoğan, R. (2009) “Reklam Nasıl Çözümlenir?” Beta Yayınevi, 1. Baskı, İstanbul.
  • Liebermann, Y., Goor, A.F. (1996). “Message Strategy by Product-Class Type: A Matching Model”, International Journal of Research in Marketing, 13: 237-249.
  • Main, K.J., Argo, J., Huhmann, B.A. (2004). “Pharmaceutical advertising in the USA: Information or Influence?”, International Journal of Advertising, 23: 119–142.
  • Marchand, J., Filiatrault, P. (2002). “AIDS Prevention Advertising: Different Message Strategies for Different Communication Objectives”, International Journal of Nonprofit and Voluntary Sector Marketing, 7(3): 271-287.
  • Nakip, M. (2006). “Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli) Uygulamalar”, Genişletilmiş 2. Basım, Ankara: Seçkin.
  • Özdamar, K. (2004). “Paket Programlar ile İstatistiksel Veri Analizi-1”, Genişletilmiş 5. Baskı, Eskişehir: Kaan.
  • Panda, A.T., Panda, T.K., Mishra, K. (2013). “Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”, The IUP Journal of Brand Management, X(2): 7-23.
  • Parsa, A.F. (2007). “Göstergenin Gücü/Gücün Göstergesi: İmge Reklam Bildirilerinde Göstergebilimsel Yaklaşımla Durağan İmgeleri Çözümlemek” 29 Mayıs-2 Haziran, III. Uluslararası Görsel Göstergebilim Kongresi AISV- IAVS Görünürün Kültürleri, İstanbul Kültür Üniversitesi Yayınları, Yayın No: 63, 11: 1149-1161.
  • Pelsmacker, P.D., Maison, D., Geuens, M. (2002). “Emotional and Rational Advertising Messages in Positive and Negative Polish Media Contexts Emotional”, New Directions in International Advertising Research, 12: 114-128.
  • Sciulli, L., Bebko, C. (2005). “Social Cause versus Profit Oriented Advertisements: An Analysis of Information Content and Emotional Appeals”, Journal of Promotion Management, 11(2/3): 17-37.
  • Sekaran, U. (2003). “Research Methods For Business: A Skill Building Approach”, New York: John Wiley & Sons, Inc.
  • Shelton, D.R. (2013). “The Examination of Safe Sex Message Appeals, Sex, and Emotional Responses on College Students’ Condom Use Attitudes, Intentions, and Self-Efficacy”, A Dissertation in Counseling Psychology, M.A., University of Missouri-Kansas City, 108-114.
  • Walsh, C.D., Rudd, E.R., Moeykens, B.A., Moloney, T.W. (1993). “Social Marketing for Public Health”, Health Affairs, 12(2): 104-119.

A Research on Effectiveness of Emotional and Rational Social Advertising Messages

Year 2015, Volume: 6 Issue: 1, 507 - 526, 01.12.2015

Abstract

This study has summarized the contemporary definition of social marketing and its areas of implementation. Constructing on this conceptualization, this research then explored how attractive the rational and emotional adverts used in social marketing were and analyzed how these particular models impacted upon the targeted audience using both quantitative and qualitative methods. The study analyzed two posters of the Turkish Red Crescent. The first stage of the article qualitatively analyzed the messages conveyed by these posters with the help of semiotic analysis, then explained whether they possess either emotional or rational appeals, and finally established the concepts related to the two types of appeals. The second part of the article is based on a quantitative survey we conducted with two control groups. The first control group was given the first poster that possesses an emotional content where as the second group was only given the poster that conveys its message through rational logic. According to the results, participants approach towards both emotional and rational adverts used in the experiment varied primarily depending on their gender and whether or not they have donated blood before. In addition, the experiment also concluded that rational adverts were slightly more effective than the adverts with an emotional content.

References

  • Abernethy, A.M., Butler, D.D. (1992) “Advertising Information Services versus Products”, Journal of Retailing, 68(4): 398-419.
  • Andreasen, A.R. (1994). “Social Marketing: Its Definition and Domain”, Journa] of PublicPolicy & Marketing, 13(1): 108-114.
  • Brennan, L., Binney, W. (2010). “Fear, Guilt, and Shame Appeals in Social Marketing”, Journal of Business Research, 63: 140-146.
  • Büyüköztürk, Ş. (2008). “Sosyal Bilimler için Veri Analizi El Kitabı: İstatistik Araştırma Deseni SPSS Uygulamaları ve Yorum” 9. Baskı, Ankara: Pegem Akademi.
  • Cheng, H., Kotler, P., Lee, R.N. (2011). “Social Marketing for Public Health” Eds: Cheng, H., Kotler, P., Lee R. N., Social Marketing for Public Health (Global Trends and Succes Stories), Jones and Bartlett Publishers, 1-30.
  • Dann, S. (2010). “Redefining Social Marketing with Contemporary Commercial Marketing Definitions”, Journal of Business Research, 63: 147-153.
  • Hastings, G., Stead, M., Webb, J. (2004). “Fear Appeals in Social Marketing: Strategic and Ethical Reasons for Concern”, Psychology & Marketing, 21(11): 961–986.
  • Kalaycı, Ş. (2010). “SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri”, 5. Baskı, Ankara: Asil Yayın Dağıtım.
  • Kotler, P., Levy, S.J. (1969) “Broadening the Concept of Marketing”, Journal of Marketing, 33(1): 10–15.
  • Kotler, P., Zaltman, G. (1971). “Social Marketing: An Approach to Planned Social Change”, Journal of Marketing, 86 (July): 3-12.
  • Küçükerdoğan, R. (2009) “Reklam Nasıl Çözümlenir?” Beta Yayınevi, 1. Baskı, İstanbul.
  • Liebermann, Y., Goor, A.F. (1996). “Message Strategy by Product-Class Type: A Matching Model”, International Journal of Research in Marketing, 13: 237-249.
  • Main, K.J., Argo, J., Huhmann, B.A. (2004). “Pharmaceutical advertising in the USA: Information or Influence?”, International Journal of Advertising, 23: 119–142.
  • Marchand, J., Filiatrault, P. (2002). “AIDS Prevention Advertising: Different Message Strategies for Different Communication Objectives”, International Journal of Nonprofit and Voluntary Sector Marketing, 7(3): 271-287.
  • Nakip, M. (2006). “Pazarlama Araştırmaları: Teknikler ve (SPSS Destekli) Uygulamalar”, Genişletilmiş 2. Basım, Ankara: Seçkin.
  • Özdamar, K. (2004). “Paket Programlar ile İstatistiksel Veri Analizi-1”, Genişletilmiş 5. Baskı, Eskişehir: Kaan.
  • Panda, A.T., Panda, T.K., Mishra, K. (2013). “Does Emotional Appeal Work in Advertising? The Rationality Behind Using Emotional Appeal to Create Favorable Brand Attitude”, The IUP Journal of Brand Management, X(2): 7-23.
  • Parsa, A.F. (2007). “Göstergenin Gücü/Gücün Göstergesi: İmge Reklam Bildirilerinde Göstergebilimsel Yaklaşımla Durağan İmgeleri Çözümlemek” 29 Mayıs-2 Haziran, III. Uluslararası Görsel Göstergebilim Kongresi AISV- IAVS Görünürün Kültürleri, İstanbul Kültür Üniversitesi Yayınları, Yayın No: 63, 11: 1149-1161.
  • Pelsmacker, P.D., Maison, D., Geuens, M. (2002). “Emotional and Rational Advertising Messages in Positive and Negative Polish Media Contexts Emotional”, New Directions in International Advertising Research, 12: 114-128.
  • Sciulli, L., Bebko, C. (2005). “Social Cause versus Profit Oriented Advertisements: An Analysis of Information Content and Emotional Appeals”, Journal of Promotion Management, 11(2/3): 17-37.
  • Sekaran, U. (2003). “Research Methods For Business: A Skill Building Approach”, New York: John Wiley & Sons, Inc.
  • Shelton, D.R. (2013). “The Examination of Safe Sex Message Appeals, Sex, and Emotional Responses on College Students’ Condom Use Attitudes, Intentions, and Self-Efficacy”, A Dissertation in Counseling Psychology, M.A., University of Missouri-Kansas City, 108-114.
  • Walsh, C.D., Rudd, E.R., Moeykens, B.A., Moloney, T.W. (1993). “Social Marketing for Public Health”, Health Affairs, 12(2): 104-119.
There are 23 citations in total.

Details

Other ID JA34YE46BZ
Journal Section Articles
Authors

Pınar Aytekin This is me

Volkan Yakın This is me

Publication Date December 1, 2015
Submission Date December 1, 2015
Published in Issue Year 2015 Volume: 6 Issue: 1

Cite

APA Aytekin, P., & Yakın, V. (2015). Duygusal ve Rasyonel Sosyal Reklam Mesajlarının Etkililiği Üzerine Bir Araştırma. Çankırı Karatekin Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 6(1), 507-526.