Araştırma Makalesi
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TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI

Yıl 2022, Cilt 32, Sayı 3, 1195 - 1214, 21.09.2022
https://doi.org/10.18069/firatsbed.1085533

Öz

Markaların tüketicileri ile iletişime geçmek için geçmişten bu yana başvurdukları iletişim faaliyetlerinin başında reklam gelmektedir. Reklamın, markalar tarafından vazgeçilmez bir unsur olarak görülmesi, bireylerin gündelik hayatında bilinçli veya bilinçsiz bir şekilde sayısız mesajlara maruz kalmasına neden olmaktadır. Buna ilişkin olarak tüketicilerin bu mesajları nasıl anladığı ve yorumladığı, söz konusu reklama yönelik tutumdan, satın alma eylemine kadar yönlendirebilmektedir. Bu noktada medya okuryazarlığının bir parçası olarak reklam okuryazarlığı önemli bir rol oynamaktadır. Buradan hareketle çalışmada, tüketicilerin reklam okuryazarlık boyutları tespit edilerek, sahip oldukları reklam okuryazarlık boyutlarının rasyonel ve duygusal reklama yönelik tutumlarının ne yönde değiştiğini ölçümlemek amaçlanmaktadır. Bu amaçla elverişli örneklem yöntemiyle, çevrimiçi ortamda, 271 kişiye, Google Forms aracılığıyla oluşturulan anket tekniği uygulanmıştır. Malmelin’in (2010) dört boyutlu reklam okuryazarlığı modelinden hareketle geliştirilen araştırmanın sonucuna göre, bilgisel, retoriksel, görsel/estetik ve promosyonel olmak üzere dört temel reklam okuryazarlığı faktörü ortaya çıkarılmıştır. Rasyonel ve duygusal reklama yönelik tutum üzerinde, bilgisel ve görsel/estetik boyutun anlamlı ve pozitif yönde bir etkisi olduğu gözlemlenmiştir.

Kaynakça

  • Adams, D. & Hamm, M. (2001). Literacy in a multimedia age. Norwood, MA: Christopher-Gordon Publishers.
  • An, S., Jin, H. S. & Park, E. H. (2014). Children's advertising literacy for advergames: Perception of the game as advertising, Journal of Advertising, 43 (1), 63-72. https://doi.org/10.1080/00913367.2013.795123
  • Babbie, E. (2008). The basics of social research. (4th ed.). USA: Thomson Wadsworth.
  • Berger, J. (1995). Görme biçimleri. (Çev. Y. Salman). İstanbul: Metis Yayınları.
  • Boush, D., Marian, F. & Gregory, M. R. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21 (1), 165–175. https://doi.org/10.1086/209390
  • Bulduklu, Y. ve Yılmaz, S. S. (2021). Reklam araştırmalarında ölçüm aracı tasarımı: Saha araştırması. S. Karaçor, M. Gençyürek Erdoğan ve B. Akcan (Ed.). Reklam araştırmaları: Nitel ve nicel tasarımlar içinde (125-142. ss.) Konya: Çizgi Yayınevi.
  • Büttner, O. B., Florack, A. & Serfas, B. G. (2014). A dual-step and dual-process model of advertising effects: Implications for reducing the negative impact of advertising on children's consumption behavior. Journal of Consumer Policy, 37, 161 – 182. https://doi.org/10.1007/s10603-013-9250-0
  • Christenson, P. G. (1982). Children’s perceptions of TV commercials and products: The effects of PSAs. Communication Research, 9, 491–524. https://doi.org/10.1177/2F009365082009004001
  • Cutler, B. D., Thomas, E. G. & Rao, S. R. (2000). Informational/transformational advertising. Journal of International Consumer Marketing, 12 (3), 69-83. https://doi.org/10.1300/J046v12n03_05
  • De Jans, S., Hudders, L. & Cauberghe, V. (2017). Advertising literacy training: The immediate versus delayed effects on children’s responses to product placement. European Journal of Marketing, 51 (11/12), 2156-74. https://psycnet.apa.org/doi/10.1108/EJM-08-2016-0472
  • Desrochers, D. M. & Holt, D. J. (2007). Children's exposure to television advertising: Implications for childhood obesity. Journal of Public Policy & Marketing, 26 (2), 182–201. https://doi.org/10.1509/jppm.26.2.182
  • Feshbach, S., Feshbach, N. D. & Cohen, S. E. (1982). Enhancing children’s discrimination in response to television advertising: The effects of psychoeducational training in two elementary school-age groups. Developmental Review, 2, 385– 403. https://psycnet.apa.org/doi/10.1016/0273-2297(82)90020-X
  • Fish, S. (1980). Is there a text in this class: The authority of interpretive communities. Cambridge: Harvard University Press. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Foss, K. S. (2005). Theory of visual rhetoric. S. Josephson, J. Kelly & K. Smith (Ed.) Handbook of visual communication: Theory, methods and media içinde (141-154. ss.). New Jersey: Lawrence Erlbaum Associates. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Friestad, M. & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21 (1), 1–31. https://doi.org/10.1086/209380
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri: Felsefe-yöntem-analiz. (5. Bs.). Ankara: Seçkin Yayıncılık.
  • Güriş, S. ve Astar, M. (2015). Bilimsel araştırmalarda SPSS ile istatistik. (2. Bs.). İstanbul: Der Yayınları.
  • Hang, H. & Auty, S. (2011). Children playing branded video games: The impact of interactivity on product placement effectiveness. Journal of Consumer Psychology, 21 (1), 65-72. https://doi.org/10.1016/j.jcps.2010.09.004
  • Hobbs, R. (2005). The state of media literacy education. Journal of Communication, 55 (4), 865–871. https://doi.org/10.1111/j.1460-2466.2005.tb03027.x
  • Hoek, R. W., Rozendaal, E., van Schie, H. T. & Buijzen, M. (2020). Development and testing of the advertising literacy activation task: An indirect measurement instrument for children aged 7-13 years old. Media Psychology, 24 (6), 814-846. https://doi.org/10.1080/15213269.2020.1817090
  • Hudders, L., Cauberghe, V. & Panic, K. (2016). How advertising literacy training affect children’s responses to television commercials versus advergames. International Journal of Advertising, 35 (6), 909-931. https://doi.org/10.1080/02650487.2015.1090045
  • Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B. & Rozendaal, E. (2017) Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46 (2), 333-349. https://doi.org/10.1080/00913367.2016.1269303
  • Iser, W. (1984). The act of reading. A theory of aesthetic response. Baltimore: John Hopkins University Press. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • İnal, K. (2009). Medya okuryazarlığı elkitabı. Ankara: Ütopya Yayınları.
  • Karasar, N. (2009). Bilimsel araştırma yöntemi. (19. Bs.). Ankara: Nobel Yayınları.
  • Kemp, E., Bui, M. & Chapa, S. (2012). The role of advertising in consumer emotion engagement. International Journal of Advertising. 31 (2), 339-353. https://doi.org/10.2501/IJA-31-2-339-353
  • Khan, R. & Sindhu, S. (2014). An investigation of advertising appeal on consumer response in service advertising. Management Studies and Economic Systems, 2 (1), 39-50. https://doi.org/10.12816/0018081
  • Lewis, J. & Jhally, S. (1998). The struggle over media literacy. Journal of Communication, 48 (1), 109-120. Erişim Adresi: https://www.medialit.org/sites/default/files/363_Lewis_Jhally.pdf
  • Livingstone, S. & Helsper, E. J. (2006). Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice. Journal of Communication, 56 (3), 560-584. https://doi.org/10.1111/j.1460-2466.2006.00301.x
  • Mallinckrodt, V. & Mizerski, D. (2007). The effects of playing an advergame on young children’s perceptions, preferences, and requests. Journal of Advertising, 36, 87–100. https://doi.org/10.2753/JOA0091-3367360206
  • Malmelin, N. (2010). What is advertising literacy? Exploring the dimensions of advertising literacy. Journal of Visual Literacy, 29 (2), 129-142. https://doi.org/10.1080/23796529.2010.11674677
  • Meyers, J. L., Well, A. D. & Lorch, R. F. (2010). Research design and statistical analysis. New York: Routledge. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • O'Donohoe, S. & Tynan, C. (1998) Beyond sophistication: Dimensions of advertising literacy. International Journal of Advertising, 17 (4), 467-482. https://doi.org/10.1080/02650487.1998.11104733
  • Önal, H. İ. (2016). Medya okuryazarlığının topluma getirdiği yenilikler. E. K. Durur (Ed.). Medya okuryazarlığı içinde (265-287. ss.). Ankara: Siyasal Kitabevi.
  • Potter, W. J. (2013). Media literacy. (6th ed.). Thousand Oaks, CA: Sage. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Ritson, M. & Elliott, R. (1995). Advertising literacy and the social signification of cultural meaning. European Advances in Consumer Research, 2, 113-117. Erişim Adresi: https://www.acrwebsite.org/volumes/11084/volumes/e02/E-02
  • Robertson, T. S. & Rossiter, J. R. (1974). Children and commercial persuasion: An attribution theory analysis. Journal of Consumer Research, 1, 13–20. https://doi.org/10.1086/208577
  • Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L. & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children’s responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology, 5, 185–202. https://doi.org/10.1016/0193-3973(84)90017-0
  • Rozendaal, E., Buijzen, M. & Valkenburg, P. M. (2009). Do children’s cognitive defenses reduce their desire for advertised products?. The European Journal of Communication Research, 34, 287–303. https://doi.org/10.1515/COMM.2009.018
  • Rozendaal, E., Lapierre, M. A., Reijmersdal, E A. & Buijzen, M. (2011) Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14 (4), 333-354. https://doi.org/10.1080/15213269.2011.620540
  • Rozendaal, E., Opree, S. J. & Buijzen, M. (2016). Development and validation of a survey instrument to measure children’s advertising literacy. Media Psychology, 19 (1), 72–100. https://doi.org/10.1080/15213269.2014.885843
  • Silverblatt, A. (1995). Media literacy. Keys to interpret media messages. London: Praeger.
  • Spielvogel, J. & Terlutter, R. (2013). Development of TV advertising literacy in children. International Journal of Advertising, 32 (3), 343-368. https://doi.org/10.2501/IJA-32-3-343-368
  • Taşkaya, M. (2016). Eleştirel reklam okuryazarlığı. E. Küçük Durur (Ed.). Medya okuryazarlığı içinde (189-231. ss.). Ankara: Siyasal Kitabevi.
  • Tutar, H. ve Erdem, A. T. (2020). Örnekleriyle bilimsel araştırma yöntemleri ve SPSS uygulamaları. Ankara: Seçkin Yayınları.
  • Tyner, K. (2010). Introduction: New agendas for media literacy. K. Tyner (Ed.). Media literacy: New agendas in communication içinde (1-9. ss.) New York: Routledge. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Van Reijmersdal, E. A., Rozendaal, E. & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing, 26, 33-42. https://doi.org/10.1016/j.intmar.2011.04.005
  • Wagner, William E. (2010). Using SPSS for social statistics and research methods. (2nd ed.). London: Fine Forge Press.
  • Wernick, A. (1994). Promosyon kültürü: Reklam, ideoloji ve sembolik anlatım. (Çev. O. Akınhay). Ankara: Bilim ve Sanat Yayınları.
  • Yang, M., Roskos-Ewoldsen, D., Dinu, L. & Arpan, L. (2006). The effectiveness of in-game advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35 (4), 143-152. https://doi.org/10.2753/JOA0091-3367350410
  • Young, B. (2003). Does food advertising influence children’s food choices? A critical review of some of the recent literature. International Journal of Advertising, 22 (4), 441-459. https://doi.org/10.1080/02650487.2003.11072862

A Field Research on the Effect of Advertising Literacy Dimensions of Consumers to the Attitude for Rational and Emotional Ads

Yıl 2022, Cilt 32, Sayı 3, 1195 - 1214, 21.09.2022
https://doi.org/10.18069/firatsbed.1085533

Öz

Advertising comes at the head of communication activities that brands have used to communicate with their consumers from past to present. The fact that advertising is seen as an indispensable element by brands can cause individuals to be consciously or unconsciously exposed to numerous messages in their daily life. In this regard, how consumers understand and interpret these messages can lead from the attitude towards the advertisement to the act of purchasing. At this point, advertising literacy has been playing an important role as a part of media literacy. The aim of this study is to determine the advertising literacy dimensions of consumers and to measure how their attitudes towards rational and emotional advertising change in terms of advertising literacy dimensions. For this purpose, the survey technique designed utilizing Google Forms has been applied to 271 people, on the scale of online networks with the convenience-sampling method. According to the results of the research, which was developed based on Malmelin's (2010) four-dimensional advertising literacy model, four basic advertising literacy factors were revealed: informational, rhetorical, visual/aesthetic and promotional. It has been observed that the informational and visual/aesthetic dimensions have a significant and positive effect on the attitude towards rational and emotional ads.

Kaynakça

  • Adams, D. & Hamm, M. (2001). Literacy in a multimedia age. Norwood, MA: Christopher-Gordon Publishers.
  • An, S., Jin, H. S. & Park, E. H. (2014). Children's advertising literacy for advergames: Perception of the game as advertising, Journal of Advertising, 43 (1), 63-72. https://doi.org/10.1080/00913367.2013.795123
  • Babbie, E. (2008). The basics of social research. (4th ed.). USA: Thomson Wadsworth.
  • Berger, J. (1995). Görme biçimleri. (Çev. Y. Salman). İstanbul: Metis Yayınları.
  • Boush, D., Marian, F. & Gregory, M. R. (1994). Adolescent skepticism toward TV advertising and knowledge of advertiser tactics. Journal of Consumer Research, 21 (1), 165–175. https://doi.org/10.1086/209390
  • Bulduklu, Y. ve Yılmaz, S. S. (2021). Reklam araştırmalarında ölçüm aracı tasarımı: Saha araştırması. S. Karaçor, M. Gençyürek Erdoğan ve B. Akcan (Ed.). Reklam araştırmaları: Nitel ve nicel tasarımlar içinde (125-142. ss.) Konya: Çizgi Yayınevi.
  • Büttner, O. B., Florack, A. & Serfas, B. G. (2014). A dual-step and dual-process model of advertising effects: Implications for reducing the negative impact of advertising on children's consumption behavior. Journal of Consumer Policy, 37, 161 – 182. https://doi.org/10.1007/s10603-013-9250-0
  • Christenson, P. G. (1982). Children’s perceptions of TV commercials and products: The effects of PSAs. Communication Research, 9, 491–524. https://doi.org/10.1177/2F009365082009004001
  • Cutler, B. D., Thomas, E. G. & Rao, S. R. (2000). Informational/transformational advertising. Journal of International Consumer Marketing, 12 (3), 69-83. https://doi.org/10.1300/J046v12n03_05
  • De Jans, S., Hudders, L. & Cauberghe, V. (2017). Advertising literacy training: The immediate versus delayed effects on children’s responses to product placement. European Journal of Marketing, 51 (11/12), 2156-74. https://psycnet.apa.org/doi/10.1108/EJM-08-2016-0472
  • Desrochers, D. M. & Holt, D. J. (2007). Children's exposure to television advertising: Implications for childhood obesity. Journal of Public Policy & Marketing, 26 (2), 182–201. https://doi.org/10.1509/jppm.26.2.182
  • Feshbach, S., Feshbach, N. D. & Cohen, S. E. (1982). Enhancing children’s discrimination in response to television advertising: The effects of psychoeducational training in two elementary school-age groups. Developmental Review, 2, 385– 403. https://psycnet.apa.org/doi/10.1016/0273-2297(82)90020-X
  • Fish, S. (1980). Is there a text in this class: The authority of interpretive communities. Cambridge: Harvard University Press. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Foss, K. S. (2005). Theory of visual rhetoric. S. Josephson, J. Kelly & K. Smith (Ed.) Handbook of visual communication: Theory, methods and media içinde (141-154. ss.). New Jersey: Lawrence Erlbaum Associates. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Friestad, M. & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21 (1), 1–31. https://doi.org/10.1086/209380
  • Gürbüz, S. ve Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri: Felsefe-yöntem-analiz. (5. Bs.). Ankara: Seçkin Yayıncılık.
  • Güriş, S. ve Astar, M. (2015). Bilimsel araştırmalarda SPSS ile istatistik. (2. Bs.). İstanbul: Der Yayınları.
  • Hang, H. & Auty, S. (2011). Children playing branded video games: The impact of interactivity on product placement effectiveness. Journal of Consumer Psychology, 21 (1), 65-72. https://doi.org/10.1016/j.jcps.2010.09.004
  • Hobbs, R. (2005). The state of media literacy education. Journal of Communication, 55 (4), 865–871. https://doi.org/10.1111/j.1460-2466.2005.tb03027.x
  • Hoek, R. W., Rozendaal, E., van Schie, H. T. & Buijzen, M. (2020). Development and testing of the advertising literacy activation task: An indirect measurement instrument for children aged 7-13 years old. Media Psychology, 24 (6), 814-846. https://doi.org/10.1080/15213269.2020.1817090
  • Hudders, L., Cauberghe, V. & Panic, K. (2016). How advertising literacy training affect children’s responses to television commercials versus advergames. International Journal of Advertising, 35 (6), 909-931. https://doi.org/10.1080/02650487.2015.1090045
  • Hudders, L., De Pauw, P., Cauberghe, V., Panic, K., Zarouali, B. & Rozendaal, E. (2017) Shedding new light on how advertising literacy can affect children's processing of embedded advertising formats: A future research agenda. Journal of Advertising, 46 (2), 333-349. https://doi.org/10.1080/00913367.2016.1269303
  • Iser, W. (1984). The act of reading. A theory of aesthetic response. Baltimore: John Hopkins University Press. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • İnal, K. (2009). Medya okuryazarlığı elkitabı. Ankara: Ütopya Yayınları.
  • Karasar, N. (2009). Bilimsel araştırma yöntemi. (19. Bs.). Ankara: Nobel Yayınları.
  • Kemp, E., Bui, M. & Chapa, S. (2012). The role of advertising in consumer emotion engagement. International Journal of Advertising. 31 (2), 339-353. https://doi.org/10.2501/IJA-31-2-339-353
  • Khan, R. & Sindhu, S. (2014). An investigation of advertising appeal on consumer response in service advertising. Management Studies and Economic Systems, 2 (1), 39-50. https://doi.org/10.12816/0018081
  • Lewis, J. & Jhally, S. (1998). The struggle over media literacy. Journal of Communication, 48 (1), 109-120. Erişim Adresi: https://www.medialit.org/sites/default/files/363_Lewis_Jhally.pdf
  • Livingstone, S. & Helsper, E. J. (2006). Does advertising literacy mediate the effects of advertising on children? A critical examination of two linked research literatures in relation to obesity and food choice. Journal of Communication, 56 (3), 560-584. https://doi.org/10.1111/j.1460-2466.2006.00301.x
  • Mallinckrodt, V. & Mizerski, D. (2007). The effects of playing an advergame on young children’s perceptions, preferences, and requests. Journal of Advertising, 36, 87–100. https://doi.org/10.2753/JOA0091-3367360206
  • Malmelin, N. (2010). What is advertising literacy? Exploring the dimensions of advertising literacy. Journal of Visual Literacy, 29 (2), 129-142. https://doi.org/10.1080/23796529.2010.11674677
  • Meyers, J. L., Well, A. D. & Lorch, R. F. (2010). Research design and statistical analysis. New York: Routledge. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • O'Donohoe, S. & Tynan, C. (1998) Beyond sophistication: Dimensions of advertising literacy. International Journal of Advertising, 17 (4), 467-482. https://doi.org/10.1080/02650487.1998.11104733
  • Önal, H. İ. (2016). Medya okuryazarlığının topluma getirdiği yenilikler. E. K. Durur (Ed.). Medya okuryazarlığı içinde (265-287. ss.). Ankara: Siyasal Kitabevi.
  • Potter, W. J. (2013). Media literacy. (6th ed.). Thousand Oaks, CA: Sage. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Ritson, M. & Elliott, R. (1995). Advertising literacy and the social signification of cultural meaning. European Advances in Consumer Research, 2, 113-117. Erişim Adresi: https://www.acrwebsite.org/volumes/11084/volumes/e02/E-02
  • Robertson, T. S. & Rossiter, J. R. (1974). Children and commercial persuasion: An attribution theory analysis. Journal of Consumer Research, 1, 13–20. https://doi.org/10.1086/208577
  • Ross, R. P., Campbell, T., Wright, J. C., Huston, A. C., Rice, M. L. & Turk, P. (1984). When celebrities talk, children listen: An experimental analysis of children’s responses to TV ads with celebrity endorsement. Journal of Applied Developmental Psychology, 5, 185–202. https://doi.org/10.1016/0193-3973(84)90017-0
  • Rozendaal, E., Buijzen, M. & Valkenburg, P. M. (2009). Do children’s cognitive defenses reduce their desire for advertised products?. The European Journal of Communication Research, 34, 287–303. https://doi.org/10.1515/COMM.2009.018
  • Rozendaal, E., Lapierre, M. A., Reijmersdal, E A. & Buijzen, M. (2011) Reconsidering advertising literacy as a defense against advertising effects. Media Psychology, 14 (4), 333-354. https://doi.org/10.1080/15213269.2011.620540
  • Rozendaal, E., Opree, S. J. & Buijzen, M. (2016). Development and validation of a survey instrument to measure children’s advertising literacy. Media Psychology, 19 (1), 72–100. https://doi.org/10.1080/15213269.2014.885843
  • Silverblatt, A. (1995). Media literacy. Keys to interpret media messages. London: Praeger.
  • Spielvogel, J. & Terlutter, R. (2013). Development of TV advertising literacy in children. International Journal of Advertising, 32 (3), 343-368. https://doi.org/10.2501/IJA-32-3-343-368
  • Taşkaya, M. (2016). Eleştirel reklam okuryazarlığı. E. Küçük Durur (Ed.). Medya okuryazarlığı içinde (189-231. ss.). Ankara: Siyasal Kitabevi.
  • Tutar, H. ve Erdem, A. T. (2020). Örnekleriyle bilimsel araştırma yöntemleri ve SPSS uygulamaları. Ankara: Seçkin Yayınları.
  • Tyner, K. (2010). Introduction: New agendas for media literacy. K. Tyner (Ed.). Media literacy: New agendas in communication içinde (1-9. ss.) New York: Routledge. [Adobe Digital Editions]. Erişim adresi Ebook Library.
  • Van Reijmersdal, E. A., Rozendaal, E. & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing, 26, 33-42. https://doi.org/10.1016/j.intmar.2011.04.005
  • Wagner, William E. (2010). Using SPSS for social statistics and research methods. (2nd ed.). London: Fine Forge Press.
  • Wernick, A. (1994). Promosyon kültürü: Reklam, ideoloji ve sembolik anlatım. (Çev. O. Akınhay). Ankara: Bilim ve Sanat Yayınları.
  • Yang, M., Roskos-Ewoldsen, D., Dinu, L. & Arpan, L. (2006). The effectiveness of in-game advertising: Comparing college students' explicit and implicit memory for brand names. Journal of Advertising, 35 (4), 143-152. https://doi.org/10.2753/JOA0091-3367350410
  • Young, B. (2003). Does food advertising influence children’s food choices? A critical review of some of the recent literature. International Journal of Advertising, 22 (4), 441-459. https://doi.org/10.1080/02650487.2003.11072862

Ayrıntılar

Birincil Dil Türkçe
Konular Sosyal
Bölüm İletişim
Yazarlar

Cihan BECAN> (Sorumlu Yazar)
Üsküdar Üniversitesi
0000-0002-1289-1360
Türkiye

Yayımlanma Tarihi 21 Eylül 2022
Başvuru Tarihi 10 Mart 2022
Kabul Tarihi 2 Eylül 2022
Yayınlandığı Sayı Yıl 2022, Cilt 32, Sayı 3

Kaynak Göster

Bibtex @araştırma makalesi { firatsbed1085533, journal = {Fırat Üniversitesi Sosyal Bilimler Dergisi}, issn = {1300-9702}, eissn = {2149-3243}, address = {}, publisher = {Fırat Üniversitesi}, year = {2022}, volume = {32}, number = {3}, pages = {1195 - 1214}, doi = {10.18069/firatsbed.1085533}, title = {TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI}, key = {cite}, author = {Becan, Cihan} }
APA Becan, C. (2022). TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI . Fırat Üniversitesi Sosyal Bilimler Dergisi , 32 (3) , 1195-1214 . DOI: 10.18069/firatsbed.1085533
MLA Becan, C. "TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI" . Fırat Üniversitesi Sosyal Bilimler Dergisi 32 (2022 ): 1195-1214 <https://dergipark.org.tr/tr/pub/firatsbed/issue/72636/1085533>
Chicago Becan, C. "TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI". Fırat Üniversitesi Sosyal Bilimler Dergisi 32 (2022 ): 1195-1214
RIS TY - JOUR T1 - TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI AU - CihanBecan Y1 - 2022 PY - 2022 N1 - doi: 10.18069/firatsbed.1085533 DO - 10.18069/firatsbed.1085533 T2 - Fırat Üniversitesi Sosyal Bilimler Dergisi JF - Journal JO - JOR SP - 1195 EP - 1214 VL - 32 IS - 3 SN - 1300-9702-2149-3243 M3 - doi: 10.18069/firatsbed.1085533 UR - https://doi.org/10.18069/firatsbed.1085533 Y2 - 2022 ER -
EndNote %0 Fırat Üniversitesi Sosyal Bilimler Dergisi TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI %A Cihan Becan %T TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI %D 2022 %J Fırat Üniversitesi Sosyal Bilimler Dergisi %P 1300-9702-2149-3243 %V 32 %N 3 %R doi: 10.18069/firatsbed.1085533 %U 10.18069/firatsbed.1085533
ISNAD Becan, Cihan . "TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI". Fırat Üniversitesi Sosyal Bilimler Dergisi 32 / 3 (Eylül 2022): 1195-1214 . https://doi.org/10.18069/firatsbed.1085533
AMA Becan C. TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI. Fırat Üniversitesi Sosyal Bilimler Dergisi. 2022; 32(3): 1195-1214.
Vancouver Becan C. TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI. Fırat Üniversitesi Sosyal Bilimler Dergisi. 2022; 32(3): 1195-1214.
IEEE C. Becan , "TÜKETİCİLERDEKİ REKLAM OKURYAZARLIĞI BOYUTLARININ RASYONEL VE DUYGUSAL REKLAMLARA YÖNELİK TUTUMA ETKİSİ ÜZERİNE BİR SAHA ARAŞTIRMASI", Fırat Üniversitesi Sosyal Bilimler Dergisi, c. 32, sayı. 3, ss. 1195-1214, Eyl. 2022, doi:10.18069/firatsbed.1085533