Research Article
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ÇOCUKLARIN TÜKETİM DAVRANIŞI ÜZERİNDE REKLAMLARIN ETKİSİ

Year 2018, Volume: 9 Issue: 20, 53 - 67, 27.02.2018
https://doi.org/10.21076/vizyoner.333133

Abstract

Bu
çalışmada reklamların çocukların tüketimindeki etkisi incelenmiştir. Çalışmada
reklam, reklamcılık ve çocuk ve reklam alanına kavramsal bir bakıştan sonra
araştırmanın esasını oluşturan çocukların tüketimindeki reklamların etkisini
ölçmek amacıyla derinlemesine mülakat tekniği kullanılmıştır. İstanbul’un Ataşehir
semtinde yaşayan ve çocukları Ataşehir’de okuyan 20 ebeveynle derinlemesine
mülakat yapılmıştır. Yapılan çalışmalar sonucunda tüm TV reklamlarının
çocukları etkilediği görülmüştür. TV'deki gıda reklamları incelendiğinde,
hayvansal gıda ürün reklamlarının çocukların ilgisini en çok çeken reklamlar
olduğu tespit edilmiştir. Yiyecek reklamlarının arasında süt, yoğurt gibi
sağlıklı ürünler de bulunmaktadır. Ancak bu ürünler meyveli yoğurt, meyveli
süt, şarküteri ürünleri gibi hayvansal gıda reklamlarıdır. Bu reklamlar
çocukların ilgisini çekmekte ve satın alma arzusu oluşturmaktadır.

References

  • Ali, M., Blades, M., (2014). Do Very Young Children Understand Persuasive Intent in Advertisements? In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 17-37). London: Palgrave Macmillan.
  • Anand, B.N., Shachar, R., (1998). The Effectiveness and Targeting of Television. Advertising, Journal of Economics & Management Strategy, 7 (3), pp.363-396.
  • Arcan, C., Bruening, M., Story, M., (2013). Television (TV) and TV Advertisement Influences on Children’s Eating Behaviour, Child Nutrition, pp.1-7.
  • Boyland, E. J., Harrold, J. A., Kirkham, C., Halford, J. C. G., (2014). Commercial Food Promotion to Children, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 50-69). London: Palgrave Macmillan.
  • Buijzen, M., (2014). The Family’s Role in Children’s Interpretation of Advertising, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 137-157). London: Palgrave Macmillan.
  • Fletcher, W., (2010). Advertising: A Very Short Introduction, First Edition, New York: Oxford.
  • Heath, R., (2013). Bilinçaltımdaki Reklamlar, Trans. Emrah Bilge, Istanbul: Mediacat.
  • Gunter, B., Oates, C., Blades, M., (2005). Advertising To Children On Tv: Content, Impact and Regulation, London: Lawrence Erlbaum Associates.
  • Kar, A., (2008). Çocuk Tüketiciler ve Tüketilen Çocukluk, In Inceoğlu Y. G., Akıner N. (Ed.), Medya ve Çocuk Rehberi (pp.191-209). Konya: Eğitim.
  • Li, S., Pickering, M., Ali, M., Blades, M., Oates, C. (2014). Young Children’s Ability to Identify Advertisements on Television, Web Pages and Search Engine Web Pages, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 199-217). London: Palgrave Macmillan.
  • Macrury, I., (2009). Advertising, First Edition, USA: Routledge.
  • Oates, C., Newman, N., Tziortzi, A., (2014). Parents’ Beliefs About, and Attitudes Towards, Marketing to Children, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 115-136). London: Palgrave Macmillan.
  • Peltekoğlu, F.B., (2010). Kavram ve Kuramlarıyla Reklam, First Edition, İstanbul: Beta.
  • Rutherford, P., (1996). Yeni İkonalar: Televizyonda Reklam Sanatı, Trans. Mustafa K. Gerçeker, First Edition, Istanbul: YKY.
  • Sanders, B., (2010). Öküzün A’sı: Elektronik Çağda Yazılı Kültürün Çöküşü ve Şiddetin Yükselişi, 2. Edition, Istanbul: Ayrinti.
  • Shabbir, M. S., (2016). The Impact of Advertisement on Buying Behavior of the Children. Arabian Journal of Business and Management Review, 6 (4), pp.1-10.
  • Sutherland, M., Sylvester A. K., (2004). Reklam Ve Tüketici Zihni, Trans. İnci Berna Kalınyazgan, İstanbul: Mediacat.
  • Şimşek, S., (2008). Küresel Marka Reklamları, 1.Edition, İstanbul: Literatürk.
  • Şimşek, S., (2006). Reklam ve Geleneksel Imgeler, 1. Edition, İstanbul: NKM.
  • Yücel, H., (2008). Çocuk ve Reklam: Televizyon Reklamlarının Çocuk Üzerine Etkileri, In Inceoplu Y. G., Akıner N. (Ed.), Medya ve Çocuk Rehberi (pp.212-231). Konya: Eğitim.
  • http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21521, 13.03.2017

EFFECTS OF ADS ON CHILDREN’S CONSUMPTION BEHAVIOR

Year 2018, Volume: 9 Issue: 20, 53 - 67, 27.02.2018
https://doi.org/10.21076/vizyoner.333133

Abstract

In the study, the effects of ads on children’s
consumption are examined. Following a conceptual look on ads, advertising, and
child and the field of ads, an in-depth interview technique is utilized to
measure the impact of ads on children’s consumption which constitutes the main
subject of the study. An in-depth interview is conducted with 20 parents living
in Ataşehir district in İstanbul, Turkey and with their children studying in
Ataşehir. As a result of the study, it is determined that all the TV
commercials influence children. When the food ads on TV are examined, it is
found that the advertisements of
foods of animal origin catch children`s interest at most. There are also
healthful products such as milk, yoghurt in these food ads. However these ads
are for foods of animal origin
such as fruit yoghurt, fruit milk and delicatessen
products. These ads influence children`s interest and create desire of
purchase.

References

  • Ali, M., Blades, M., (2014). Do Very Young Children Understand Persuasive Intent in Advertisements? In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 17-37). London: Palgrave Macmillan.
  • Anand, B.N., Shachar, R., (1998). The Effectiveness and Targeting of Television. Advertising, Journal of Economics & Management Strategy, 7 (3), pp.363-396.
  • Arcan, C., Bruening, M., Story, M., (2013). Television (TV) and TV Advertisement Influences on Children’s Eating Behaviour, Child Nutrition, pp.1-7.
  • Boyland, E. J., Harrold, J. A., Kirkham, C., Halford, J. C. G., (2014). Commercial Food Promotion to Children, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 50-69). London: Palgrave Macmillan.
  • Buijzen, M., (2014). The Family’s Role in Children’s Interpretation of Advertising, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 137-157). London: Palgrave Macmillan.
  • Fletcher, W., (2010). Advertising: A Very Short Introduction, First Edition, New York: Oxford.
  • Heath, R., (2013). Bilinçaltımdaki Reklamlar, Trans. Emrah Bilge, Istanbul: Mediacat.
  • Gunter, B., Oates, C., Blades, M., (2005). Advertising To Children On Tv: Content, Impact and Regulation, London: Lawrence Erlbaum Associates.
  • Kar, A., (2008). Çocuk Tüketiciler ve Tüketilen Çocukluk, In Inceoğlu Y. G., Akıner N. (Ed.), Medya ve Çocuk Rehberi (pp.191-209). Konya: Eğitim.
  • Li, S., Pickering, M., Ali, M., Blades, M., Oates, C. (2014). Young Children’s Ability to Identify Advertisements on Television, Web Pages and Search Engine Web Pages, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 199-217). London: Palgrave Macmillan.
  • Macrury, I., (2009). Advertising, First Edition, USA: Routledge.
  • Oates, C., Newman, N., Tziortzi, A., (2014). Parents’ Beliefs About, and Attitudes Towards, Marketing to Children, In Blades, M., Oates, C., Gunter, B., Blumberg, F., (Ed.), Advertising to Children: New Directions, New Media (pp. 115-136). London: Palgrave Macmillan.
  • Peltekoğlu, F.B., (2010). Kavram ve Kuramlarıyla Reklam, First Edition, İstanbul: Beta.
  • Rutherford, P., (1996). Yeni İkonalar: Televizyonda Reklam Sanatı, Trans. Mustafa K. Gerçeker, First Edition, Istanbul: YKY.
  • Sanders, B., (2010). Öküzün A’sı: Elektronik Çağda Yazılı Kültürün Çöküşü ve Şiddetin Yükselişi, 2. Edition, Istanbul: Ayrinti.
  • Shabbir, M. S., (2016). The Impact of Advertisement on Buying Behavior of the Children. Arabian Journal of Business and Management Review, 6 (4), pp.1-10.
  • Sutherland, M., Sylvester A. K., (2004). Reklam Ve Tüketici Zihni, Trans. İnci Berna Kalınyazgan, İstanbul: Mediacat.
  • Şimşek, S., (2008). Küresel Marka Reklamları, 1.Edition, İstanbul: Literatürk.
  • Şimşek, S., (2006). Reklam ve Geleneksel Imgeler, 1. Edition, İstanbul: NKM.
  • Yücel, H., (2008). Çocuk ve Reklam: Televizyon Reklamlarının Çocuk Üzerine Etkileri, In Inceoplu Y. G., Akıner N. (Ed.), Medya ve Çocuk Rehberi (pp.212-231). Konya: Eğitim.
  • http://www.tuik.gov.tr/PreHaberBultenleri.do?id=21521, 13.03.2017
There are 21 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Research Articles
Authors

Gülşah Sarı 0000-0001-6590-6530

Publication Date February 27, 2018
Submission Date August 7, 2017
Published in Issue Year 2018 Volume: 9 Issue: 20

Cite

APA Sarı, G. (2018). EFFECTS OF ADS ON CHILDREN’S CONSUMPTION BEHAVIOR. Süleyman Demirel Üniversitesi Vizyoner Dergisi, 9(20), 53-67. https://doi.org/10.21076/vizyoner.333133

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