Sosyal Reklamlarda Çocuk Unsurunun Etkisi: Psikofizyolojik Veri Hasadı Tekniği ile Bir Araştırma

Year 2023, Volume: 13 Issue: 3, 3399 - 3420, 30.11.2023

Mustafa Seçkin Aydın Aslı İcil Tuncer Yaren Demirel

https://doi.org/10.48146/odusobiad.1273833

Abstract

Şirketlerin KSS iletişimlerini geniş kitlelere duyurmadaki en önemli aracı olarak sosyal reklamlar, şirketlerin paydaşları ve özellikle tüketicileri nezdinde olumlu bir algı geliştirmesine fayda sağlamaktadır. Bu anlamda sosyal reklamlarda tutum, davranış değişikliği ve ürüne/markaya karşı anlam yaratılmasını etkileyecek unsurlar daha değerli bir inceleme alanına dönüşmektedir. Psikofizyolojik Veri Hasadı Tekniği ve anket tekniğinin yer aldığı bir yöntem yaklaşımı sunan çalışmada, sosyal sorumluluk iletişiminin reklam aracında yer alan çocuk unsuruna yönelik izleyici algısındaki farklılıkların/benzerliklerin ortaya çıkarılması amaçlanmıştır. Psikofizyolojik Veri Hasadı, insanların belli bir uyarana karşı verdiği psikofizyolojik tepkilerden oluşan verilerin, biyometrik araçlar ile eş zamanlı olarak elde edilmesi olarak ifade edilebilir. Araştırma sonuçlarında, seçilen iki sosyal reklamda ortalama odaklanma sayılarında farklılıklar bulgulanmasına rağmen, görsel dikkat ortalamalarının birbirlerine yakın olduğu görülmüştür. Dolayısıyla bu araştırma, sosyal reklamlarda çocuk unsurunun izleyicilerde yüksek düzeyde bir dikkat oluşturmadığını göstermiştir. Sosyal reklamlarda çocuk unsurunun izleyicilerde yüksek düzeyde dikkat oluşturmamasına karşın, çocuk unsuru olan sosyal reklamdaki odaklanma sayılarında dikkate değer farklılıklar bulunmaktadır. Ayrıca görsel dikkati üzerine çeken ve sürdüren temel unsurun insan figürü olduğu, reklamla ilgili önceki deneyimlerin görsel dikkat ortalamalarına ve odaklanma miktarlarına düşük düzeyde etki ettiği bulgulanmıştır.

Keywords

Göz Takibi, Psikofizyolojik Veri Hasadı, Kurumsal Sosyal sorumluluk, Sosyal Reklam, Reklamda Çocuk Unsuru

The Effect of Child Element in Social Advertisements: A Study with Psychophysiological Data Harvesting Technique

Abstract

As the most important tool for companies to announce their CSR communications to large audiences, social advertisements help to develop a positive perception of business assets, especially among consumers. In these dominant social advertisements, the elements of attitude, behavior change and creating meaning towards the product/brand become a more valuable field of study. Psychophysiological Data Harvesting Technique and survey techniques, includes revealing the differences/similarities in the perception of monitoring towards the child component in the advertising tool of social responsibility communication. In the results of the research, although there are findings in the average focus numbers the visual attention averages are close to close. Thus, this research shows that children's components do not generate a high level of attention in their characteristics in social ads. Although it does not create a high level of attention in the presence of child features in social ads, it has remarkable qualities in the number of focus in social advertising, which is in the child components. It has been found that the main components that attract and maintain visual attention are human parts, and previous experiences with the advertisement have a low effect on visual attention averages and focusing amounts.

Keywords

Eye Tracking, Psychophysiological Data Harvesting, Corporate Social Responsibility, Social Advertising, Child Element in Advertising

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