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ANALYSIS OF ADVERTISEMENTS RESPONDING TO THE PANDEMIC CRISIS IN THE CONTEXT OF FEAR FRAMEWORK

Yıl 2022, Cilt 21, Sayı 82, 808 - 821, 02.04.2022
https://doi.org/10.17755/esosder.974859

Öz

Kaynakça

  • Bashir, A., & Malik, N. I. (2009). Effects of advertisement on consumer behavior of university students. In Proceedings (Vol. 2, pp. 345-63).
  • Batı, U. (2018). Markethink ya da Farkethink. Destek Yayınları.İstanbul.
  • Baturlar, Ş. S., & Yaylagül, L. (2019). Kültürel Süreklilik Bağlamında Türk Halk Kültüründe Mavi/Turkuaz Mavisi ve Nazar Boncuğu. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 665-688.
  • Beard, F. K. (2004). Hard-Sell “Killers” and Soft-Sell “Poets” Modern Advertising's Enduring Message Strategy Debate. Journalism History, 30(3), 141-149.
  • Braun-Latour, K. A., Latour, M. S., & Loftus, E. F. (2006). Is that a finger in my chili? Using affective advertising for postcrisis brand repair. Cornell Hotel and Restaurant Administration Quarterly, 47(2), 106-120.
  • Cherry, B. (2009). Horror. Routledge.ISBN: 0-203-88218-0 (E-BOOK). London.
  • Cowden, K., & Sellnow, T. L. (2002). Issues advertising as crisis communication: Northwest Airlines' use of image restoration strategies during the 1998 pilot's strike. The Journal of Business Communication (1973), 39(2), 193-219.
  • Dikici, F. H. (2018). Pazarlamadaki Sessiz Satıcı: Renkler Silent Seller on Marketing: The Colours. Sosyal, Beşeri ve İdari Bilimler’ de Akademik Araştırmalar-IV. Editör: Fikret Çankaya & Sabrina Kayıkçı. Gece Kitaplığı.
  • Eşiyok, E. (2017). Dergi Reklamlarındaki Reklam Çekiciliklerine Yönelik Bir İnceleme: All Dergisi Örneği. E-GİFDER. 5(2).
  • Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
  • Ham, CD, Nelson, MR ve Das, S. (2015). İkna bilgisi nasıl ölçülür? Uluslararası Reklamcılık Dergisi , 34 (1), 17-53.
  • Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion: Tailoring persuasive appeals to recipients’ personality traits. Psychological science, 23(6), 578-581.
  • Jones, T., Cunningham, P. H., & Gallagher, K. (2010). Violence in advertising. Journal of Advertising, 39(4), 11-36.
  • Karimova, G. Z. (2014). Defining advertising: A carnivalesque perspective. International journal of journalism and mass communication, 1(1), 2-10.
  • Kornfield, R., Szczypka, G., Powell, L. M., & Emery, S. L. (2015). Televised obesity-prevention advertising across US media markets: exposure and content, 2010–2011. Public health nutrition, 18(6), 983-993.
  • Lalwani, A. K., Lwin, M. O., & Ling, P. B. (2009). Does audiovisual congruency in advertisements increase persuasion? The role of cultural music and products. Journal of Global Marketing, 22(2), 139-153.
  • Lancendorfer, K. M. (2014). Pet food panic: Procter and Gamble’s use of crisis response advertising (CRA) in recall crisis. Corporate Reputation Review, 17(2), 94-113.
  • Landau, J. (2011). Women will get cancer: Visual and verbal presence (and absence) in a pharmaceutical advertising campaign about HPV. Argumentation and Advocacy, 48(1), 39-54.
  • Lynn, A. L. (1995). The effects of female sexual images on persuasion (Doctoral dissertation, ProQuest Information & Learning). 56 (5-B), 2944.
  • Marcus, S. (1995). The Profession of the Author: Abstraction, Advertising, and Jane Eyre. Publications of the Modern Language Association of America, 206-219.
  • Messaris, P. (1997). Visual persuasion: The role of images in advertising. Sage. E-book, Sage Publications.London.
  • Nordmann, F. (2019). # advertisement: The effects of sponsorship disclosure type and sponsorship disclosure position, mediated by advertisement recognition, on consumers’ attitude, behaviour and persuasion knowledge in the context of Instagram postings (Master's thesis, University of Twente).
  • Ólafsson, J. B. (2014). Advertising to the Japanese consumer. Japanese advertising culture examined (Doctoral dissertation). Jón Björn Ólafsson. Kt.: 210892-3629. Leiðbeinandi: Gunnella Þorgeirsdóttir
  • O'Shaugnessy, J., & O'Shaughnessy, N. (2003). Persuasion in advertising. Routledge.London.
  • Ramalingam, V., Palaniappan, B., Panchanatham, N., & Palanivel, S. (2006). Measuring advertisement effectiveness—a neural network approach. Expert systems with applications, 31(1), 159-163.
  • Strohl, M. (2012). Horror and hedonic ambivalence. The Journal of Aesthetics and Art Criticism, 70(2), 203-212.
  • Seeger, M. W. (1997). Ethics and organizational communication. Hampton Press (NJ).
  • Smit, E. (1999). Mass media advertising: Information or wallpaper?. Het Spinhuis.
  • Smith, V. (2008). Visual Persuasion: Issues in the translation of the visual in advertising. Meta: Journal des Traducteurs/Meta: Translators' Journal, 53(1), 44-61.
  • Sundar, S. S., & Kim, J. (2005). Interactivity and persuasion: Influencing attitudes with information and involvement. Journal of interactive advertising, 5(2), 5-18.
  • Tarabashkina, L., Quester, P., & Tarabashkina, O. (2018). Perceived informative intention in advertising and its attenuating effect on persuasion attribution among children. Psychology & Marketing, 35(10), 778-789.
  • Taylor, D. (2000). The word on the street: Advertising, youth culture and legitimate speech in drug education. Journal of Youth Studies, 3(3), 333-352.
  • Till, BD ve Baack, DW (2005). Hatırlama ve ikna: yaratıcı reklamcılık önemli mi? Reklamcılık dergisi , 34 (3), 47-57.
  • Tudor, A. (1989). Monsters and mad scientists. Genre, 1, 1931-1960.
  • Tudor, A. (1997). WHY HORROR? THE PECULIAR PLEASURES OF A POPULAR GENRE, Cultural Studies, 11:3, 443-463, DOI: 10.1080/095023897335691
  • Tutaj, K., & Van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5-18.
  • Verhellen, Y., Oates, C., De Pelsmacker, P., & Dens, N. (2014). Children’s responses to traditional versus hybrid advertising formats: The moderating role of persuasion knowledge. Journal of Consumer Policy, 37(2), 235-255.
  • Wang, Y. F. (2010). Analysis of Presupposition and its Function in Advertisement. Canadian Social Science, 3(4), 55-60.
  • Whittler, T. E., & Manolis, C. (2015). Toward understanding persuasion expressions: The activation of attitudes. Psychology & Marketing, 32(8), 874-890.
  • Zhang, E. and Benoit, W.L. (2009) ‘Former Minister Zhang’s discourse on SARS: Government’s image restoration or destruction?,’ Public Relations Review, 35 (3), 204–246.
  • https://mediacat.com/tum-zamanlarin-en-korkunc-10-reklami/, Erişim tarihi: 28.01.2021.
  • https://pazarlamaturkiye.com/corona-virusu-ve-dunyadan-reklam-ornekleri/, Erişim tarihi: 28.01.2021.

PANDEMİ KRİZİNE YANIT OLARAK KAMU SPOTLARININ KORKU ÇERÇEVELEMESİ BAĞLAMINDA İNCELENMESİ

Yıl 2022, Cilt 21, Sayı 82, 808 - 821, 02.04.2022
https://doi.org/10.17755/esosder.974859

Öz

Dijital iletişim çağında bilginin hızına yetişmek nerdeyse mümkün değil. Bu yeni bin yılda medya ortamlarını aktif bir biçimde kullanan markalar, yeni ve farklı alternatifler peşinde. Kurgulanan her türlü markalı içerik, ürün yerleştirmeden sponsorlu TV programlarına, marka bloglarından paylaşılabilir viral videolara kadar yerel, ulusal ve uluslararası anlamda birçok reklam iletişimi biçimlerini kullanmakta. Hem geleneksel kitle iletişim araçları hem de dijital ortamlarda yürütülen reklam kampanyalarında dikkati çeken iletişimin yinelenmeli, katılıma açık ve interaktif olmasıdır. Bu sebeple de üretilen tüm içeriklerin güncel olması gündeme ilişkin içeriklerden oluşması gereklidir. Bu çalışmada gündemin pandemi olduğu son zamanlarda oluşturulan reklam içeriklerinin “korku çekiciliği” ile gündemi nasıl takip ettiğine ilişkin bir inceleme yapılmıştır. Hem güncel yaşanan toplumsal duruma ilişkin akışkanlık seviyesi hem de karşılıklı olarak yarattığı etki bağlamında, seçilen 3 reklam filmi üzerinden yapılan inceleme ile gelecekteki araştırma ve uygulamalar için analitik bir çerçeve çizilmektedir. Bu çalışmada yapılan analiz için televizyonda yayınlanmış 3 reklam filminin metin kısmı ile birlikte görsel ve işitsel öğeleri de dikkate alınmıştır. Bu çalışmada 2020 yılı itibariyle gündemimize gelen Covid-19 salgınına bağlı olarak yaşanan tüm olağan üstü süreçlere ilişkin insan hayatındaki değişmelerin reklamlara da yansıdığı anlatılmaya çalışılmaktadır. Bu yansımanın reklam çekiciliklerinden biri olan “korku” çerçevelemesi ile nasıl yaşandığı da yapılan reklam analizleriyle anlatılmıştır.

Kaynakça

  • Bashir, A., & Malik, N. I. (2009). Effects of advertisement on consumer behavior of university students. In Proceedings (Vol. 2, pp. 345-63).
  • Batı, U. (2018). Markethink ya da Farkethink. Destek Yayınları.İstanbul.
  • Baturlar, Ş. S., & Yaylagül, L. (2019). Kültürel Süreklilik Bağlamında Türk Halk Kültüründe Mavi/Turkuaz Mavisi ve Nazar Boncuğu. Akdeniz Üniversitesi İletişim Fakültesi Dergisi, (31), 665-688.
  • Beard, F. K. (2004). Hard-Sell “Killers” and Soft-Sell “Poets” Modern Advertising's Enduring Message Strategy Debate. Journalism History, 30(3), 141-149.
  • Braun-Latour, K. A., Latour, M. S., & Loftus, E. F. (2006). Is that a finger in my chili? Using affective advertising for postcrisis brand repair. Cornell Hotel and Restaurant Administration Quarterly, 47(2), 106-120.
  • Cherry, B. (2009). Horror. Routledge.ISBN: 0-203-88218-0 (E-BOOK). London.
  • Cowden, K., & Sellnow, T. L. (2002). Issues advertising as crisis communication: Northwest Airlines' use of image restoration strategies during the 1998 pilot's strike. The Journal of Business Communication (1973), 39(2), 193-219.
  • Dikici, F. H. (2018). Pazarlamadaki Sessiz Satıcı: Renkler Silent Seller on Marketing: The Colours. Sosyal, Beşeri ve İdari Bilimler’ de Akademik Araştırmalar-IV. Editör: Fikret Çankaya & Sabrina Kayıkçı. Gece Kitaplığı.
  • Eşiyok, E. (2017). Dergi Reklamlarındaki Reklam Çekiciliklerine Yönelik Bir İnceleme: All Dergisi Örneği. E-GİFDER. 5(2).
  • Fortin, D. R., & Dholakia, R. R. (2005). Interactivity and vividness effects on social presence and involvement with a web-based advertisement. Journal of business research, 58(3), 387-396.
  • Ham, CD, Nelson, MR ve Das, S. (2015). İkna bilgisi nasıl ölçülür? Uluslararası Reklamcılık Dergisi , 34 (1), 17-53.
  • Hirsh, J. B., Kang, S. K., & Bodenhausen, G. V. (2012). Personalized persuasion: Tailoring persuasive appeals to recipients’ personality traits. Psychological science, 23(6), 578-581.
  • Jones, T., Cunningham, P. H., & Gallagher, K. (2010). Violence in advertising. Journal of Advertising, 39(4), 11-36.
  • Karimova, G. Z. (2014). Defining advertising: A carnivalesque perspective. International journal of journalism and mass communication, 1(1), 2-10.
  • Kornfield, R., Szczypka, G., Powell, L. M., & Emery, S. L. (2015). Televised obesity-prevention advertising across US media markets: exposure and content, 2010–2011. Public health nutrition, 18(6), 983-993.
  • Lalwani, A. K., Lwin, M. O., & Ling, P. B. (2009). Does audiovisual congruency in advertisements increase persuasion? The role of cultural music and products. Journal of Global Marketing, 22(2), 139-153.
  • Lancendorfer, K. M. (2014). Pet food panic: Procter and Gamble’s use of crisis response advertising (CRA) in recall crisis. Corporate Reputation Review, 17(2), 94-113.
  • Landau, J. (2011). Women will get cancer: Visual and verbal presence (and absence) in a pharmaceutical advertising campaign about HPV. Argumentation and Advocacy, 48(1), 39-54.
  • Lynn, A. L. (1995). The effects of female sexual images on persuasion (Doctoral dissertation, ProQuest Information & Learning). 56 (5-B), 2944.
  • Marcus, S. (1995). The Profession of the Author: Abstraction, Advertising, and Jane Eyre. Publications of the Modern Language Association of America, 206-219.
  • Messaris, P. (1997). Visual persuasion: The role of images in advertising. Sage. E-book, Sage Publications.London.
  • Nordmann, F. (2019). # advertisement: The effects of sponsorship disclosure type and sponsorship disclosure position, mediated by advertisement recognition, on consumers’ attitude, behaviour and persuasion knowledge in the context of Instagram postings (Master's thesis, University of Twente).
  • Ólafsson, J. B. (2014). Advertising to the Japanese consumer. Japanese advertising culture examined (Doctoral dissertation). Jón Björn Ólafsson. Kt.: 210892-3629. Leiðbeinandi: Gunnella Þorgeirsdóttir
  • O'Shaugnessy, J., & O'Shaughnessy, N. (2003). Persuasion in advertising. Routledge.London.
  • Ramalingam, V., Palaniappan, B., Panchanatham, N., & Palanivel, S. (2006). Measuring advertisement effectiveness—a neural network approach. Expert systems with applications, 31(1), 159-163.
  • Strohl, M. (2012). Horror and hedonic ambivalence. The Journal of Aesthetics and Art Criticism, 70(2), 203-212.
  • Seeger, M. W. (1997). Ethics and organizational communication. Hampton Press (NJ).
  • Smit, E. (1999). Mass media advertising: Information or wallpaper?. Het Spinhuis.
  • Smith, V. (2008). Visual Persuasion: Issues in the translation of the visual in advertising. Meta: Journal des Traducteurs/Meta: Translators' Journal, 53(1), 44-61.
  • Sundar, S. S., & Kim, J. (2005). Interactivity and persuasion: Influencing attitudes with information and involvement. Journal of interactive advertising, 5(2), 5-18.
  • Tarabashkina, L., Quester, P., & Tarabashkina, O. (2018). Perceived informative intention in advertising and its attenuating effect on persuasion attribution among children. Psychology & Marketing, 35(10), 778-789.
  • Taylor, D. (2000). The word on the street: Advertising, youth culture and legitimate speech in drug education. Journal of Youth Studies, 3(3), 333-352.
  • Till, BD ve Baack, DW (2005). Hatırlama ve ikna: yaratıcı reklamcılık önemli mi? Reklamcılık dergisi , 34 (3), 47-57.
  • Tudor, A. (1989). Monsters and mad scientists. Genre, 1, 1931-1960.
  • Tudor, A. (1997). WHY HORROR? THE PECULIAR PLEASURES OF A POPULAR GENRE, Cultural Studies, 11:3, 443-463, DOI: 10.1080/095023897335691
  • Tutaj, K., & Van Reijmersdal, E. A. (2012). Effects of online advertising format and persuasion knowledge on audience reactions. Journal of Marketing Communications, 18(1), 5-18.
  • Verhellen, Y., Oates, C., De Pelsmacker, P., & Dens, N. (2014). Children’s responses to traditional versus hybrid advertising formats: The moderating role of persuasion knowledge. Journal of Consumer Policy, 37(2), 235-255.
  • Wang, Y. F. (2010). Analysis of Presupposition and its Function in Advertisement. Canadian Social Science, 3(4), 55-60.
  • Whittler, T. E., & Manolis, C. (2015). Toward understanding persuasion expressions: The activation of attitudes. Psychology & Marketing, 32(8), 874-890.
  • Zhang, E. and Benoit, W.L. (2009) ‘Former Minister Zhang’s discourse on SARS: Government’s image restoration or destruction?,’ Public Relations Review, 35 (3), 204–246.
  • https://mediacat.com/tum-zamanlarin-en-korkunc-10-reklami/, Erişim tarihi: 28.01.2021.
  • https://pazarlamaturkiye.com/corona-virusu-ve-dunyadan-reklam-ornekleri/, Erişim tarihi: 28.01.2021.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim
Bölüm Araştırma Makalesi
Yazarlar

Zekiye GENCER (Sorumlu Yazar)
SİVAS CUMHURİYET ÜNİVERSİTESİ
0000-0001-6065-7395
Türkiye

Yayımlanma Tarihi 2 Nisan 2022
Başvuru Tarihi 27 Temmuz 2021
Kabul Tarihi 20 Şubat 2022
Yayınlandığı Sayı Yıl 2022, Cilt 21, Sayı 82

Kaynak Göster

APA Gencer, Z. (2022). PANDEMİ KRİZİNE YANIT OLARAK KAMU SPOTLARININ KORKU ÇERÇEVELEMESİ BAĞLAMINDA İNCELENMESİ . Elektronik Sosyal Bilimler Dergisi , 21 (82) , 808-821 . DOI: 10.17755/esosder.974859

                                                                                                                                                                          21765

                                                                                                 Elektronik Sosyal Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı ile lisanslanmıştır.