REKLAMLARDA EMOJİ KULLANIMININ BEĞENİ DÜZEYİNE ETKİSİ: ÜNİVERSİTE ÖĞRENCİLERİ ÜZERİNE UYGULAMALI BİR ÇALIŞMA

Yıl 2021, Cilt: 9 Sayı: 1, 39 - 67, 31.03.2021

Gülcan Çevikyiğit

https://doi.org/10.19145/e-gifder.821558

Öz

Sanal alemde ifadelerin karikatürleştirilmesi ile elde edilen şekillerden oluşan emoji dilinin şekil sayısı ve kullanım yoğunluğu son yıllarda hızlı bir artış göstermiştir. İlerleyen teknoloji, çevrimiçi nüfusun çok büyük kısmının emojileri sistemli ve istikrarlı olarak kullanması, kelimelerin kifayetsiz kalması durumlarında ruh halini ifade edecek işaretlere ihtiyacın açığa çıkması, duyguları uzun sözcüklerle ve cümlelerle anlatmaya gerek kalmadan tanımlanmış ve şekle dönüştürülmüş hazır ifadelerin olması ve emojilerin ifade ettikleri manaların herkes tarafından anlaşılır olması gibi faktörler bu büyümenin sebepleri arasında yer almaktadır. Dünyada en çabuk büyüyüp gelişen dil olma özelliğine sahip emoji dili, reklamların işlevlerini yerine getirebilmeleri, hedef kitlesine ulaşarak istenilen etkiyi sağlayabilmesi için kendine özgü nitelikleri olan reklam dilinde de kendine yer bulmuştur. Çalışma kapsamında emoji sözcüğünün anlamı, emojilerin işlevleri ve kullanım biçimleri ele alınacaktır. Bu bağlamda emojilerin dilsel yapıları ve sözsüz iletişim şekli olarak işlevleri incelenecektir. Reklam iletilerinde emoji kullanımının beğeni düzeyine etkisi ve emoji dili ile oluşturulan reklamların izleyiciler tarafından nasıl değerlendirildiğini ortaya koymak amacıyla Selçuk Üniversitesi İletişim Fakültesi öğrencilerinin örneklem olarak belirlendiği alan araştırması gerçekleştirilmiştir. Araştırma sonucunda emojilerin dijital iletişimde yaygın olarak kullanıldığı ve emojili reklamların izleyicilerin beğeni düzeyine olumlu yönde etki ettiği; tutumlarının olumlu yönde etkilendiği tespit edilmiştir.

Anahtar Kelimeler

Reklamcılık, Emoji, Emoji Dili, Reklam Dili, İzleyici Değerlendirmesi

EFFECT ON THE LIKING LEVEL OF EMOJI USE IN ADVERTISING: AN APPLIED STUDY ON UNIVERSITY STUDENTS

Öz

The number of shapes and the intensity of use of the emoji language, which is formed by caricaturing the expressions in the virtual world, has increased rapidly in recent years. Advancing technology, the use of emojis systematically and consistently by the vast majority of the online population, the need for signs to express the mood when words are inadequate, the presence of ready-made expressions that are defined and transformed into shapes without the need to express emotions in long words and sentences, and the meanings expressed by emojis are made by everyone. Factors such as understandability are among the reasons for this growth. Emoji language, which is the fastest growing and developing language in the world, has found its place in the advertising language, which has its own characteristics, in order for the ads to fulfill their functions and to reach the target audience and achieve the desired effect. Within the scope of the study, the meaning of the word emoji, the functions and usage of emojis will be discussed. In this context, the linguistic structures of emojis and their functions as non-verbal communication will be examined. In order to reveal the effect of the use of emoji in advertising messages on the level of appreciation and how the advertisements created with emoji language are evaluated by the audience, a field study was conducted in which Selçuk University Faculty of Communication students were selected as a sample. As a result of the research, it was found that emojis are widely used in digital communication and emoji ads have a positive effect on the audience's liking level; It was determined that their attitudes were positively affected.

Anahtar Kelimeler

Advertising, Emoji, Emoji Language, Advertisement Language, Audience Evaluation.

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