CİNSEL ÇEKİCİLİK İÇEREN TELEVİZYON REKLAMLARINA YÖNELİK TUTUM OLUŞUMUNDA KÜLTÜREL FARKLILIKLARIN ROLÜ

Yıl 2017, Cilt: 5 Sayı: 2, 657 - 690, 29.09.2017

Emine Şahin , İmran Aslan

https://doi.org/10.19145/e-gifder.322299

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

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