Televizyon Reklamlarında Standart Dile Karşı Şiveli Dilin Etkisinin Belirlenmesi Üzerine Bir Araştırma

Year 2016, Volume: 11 Issue: 1, 135 - 156, 01.04.2016

Erol Ustaahmetoğlu

Abstract

Reklamcılar farklı dil geçmişleri olan tüketicilere mesajlarını gayretindedir. İşletmeciler etkili bir reklam oluşturabilmek için farklı dil geçmişine sahip tüketicileri nasıl harekete geçireceğini anlamak durumundadır. Farklı bölge geçmişi ve cinsiyete sahip deneklerin standart ve şiveli dille hazırlanmış reklamlara verdikleri tepkilerin araştırılması araştırmanın temel amacıdır. Kaynağın çekiciliğinin algılanması, kaynağın konuşma biçimine yönelik tutum, reklama yönelik tutum ve satın alma niyeti gibi değişkenlerin farklı konuşma biçimlerine sahip reklamlarda Kolayda örnekleme yöntemiyle seçilen 379 denek üzerinde toplanan veriler, tekrarlı ölçümler için ANOVA ile test edilmiştir. Deneklerin reklama yönelik tepkisi farklı cinsiyet ve bölge geçmişlerine göre analiz edilmiştir. Elde edilen bulgulara göre denekler şiveli reklamları standart dile sahip reklamlardan daha etkili bulmuşlardır. Reklamın etkisi bölgelere göre farklılaşırken cinsiyete göre farklılaşma göstermemiştir

Keywords

Şive, Dil, Reklam Etkinliği

A Study To Determine The Effects Of Standard Language Versus Accented Language On Television Ads

Abstract

Advertisers try to send their message to consumers who have different language background. To create an effective advertisement, business managers need to understand how to motivate consumers background. Main purpose of this research is to measure the responses of the subjects, who have different district background and gender, to the advertisements prepared with standard and accented language. It is studied that how the variables attractiveness, attitude toward speech style, attitude toward advertising and purchase intention, differ in advertisements with different speech style. The data collected from 379 subjects selected by convenience sampling method was tested by ANOVA for repeated measures. The response of subjects was analyzed according to the different gender and regional background for advertising. According to the findings, subjects found the ads with accent more effective than the ones with standard language. The effect of the advertisement showed difference by region but not by gender

Keywords

Effectiveness Accent, Language, Advertising

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