CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ

Öz

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. 

Anahtar Kelimeler

• Kültürler Arası Farklılıklar,Tv Reklamları,Cinsel Çekicilik,Reklam ve Marka Tutumu

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

Öz

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.

Anahtar Kelimeler

• Cross-cultural differences,TV advertising,sex appeal,Ad & brand attitudes

Kaynakça

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