SANAL VS GERÇEK: CGI REKLAMLARI VE GERİLLA REKLAMLARI ÜZERİNE KARŞILAŞTIRMALI BİR ÇALIŞMA

Öz

Bu nitel araştırma, reklam endüstrisinde yapay zeka (AI) ile dijitalleşme arasındaki sürekli değişen etkileşimleri araştırmaktadır. Dijital teknolojilerdeki hızlı gelişmeler, yapay zekayı reklam endüstrisinde büyük bir devrim olarak sunarak reklam tasarlamanın doğasını değiştirmiştir. Yapay zeka, şirketlerin büyük verileri analiz ederek müşterilerin demografik özelliklerini ortaya çıkarmasına ve müşterilerin beklentilerini karşılayacak şekilde özelleştirilmiş reklamlar tasarlamasına olanak tanımaktadır. Bu tür girişimler veri sömürgeciliği olarak adlandırılsa da, yine de, CGI reklamlarının (bilgisayar tarafından oluşturulan görüntüler) kullanımının dijital olmayan reklamlardan daha etkili olduğu kanıtlanmıştır. Bu nitel araştırma, The North Face'in CGI reklamlarının gerilla reklamlarıyla karşılaştırıldığında tüketiciler üzerindeki etkililiği ve duygusal etkisine ilişkin nesiller arası algıları araştırmayı amaçlamaktadır. İki CGI ve iki gerilla reklamı seçilmiş ve içerik analizi yoluyla analiz edilmiştir. Bulguları zenginleştirmek ve güçlendirmek için bir odak grup araştırması yapılmıştır. Tüketicilerin seçilen reklamlara yönelik tepkileri, reklamın bilişsel ve duygusal modellerine göre incelenmiştir. Bulgular, CGI reklamlarının daha etkili, ilgi çekici ve anlaşılır olduğunu doğruladı. Y ve Z kuşakları ayrıca CGI reklamlarının tüketicinin ürünlerle etkileşimini artırdığını, katılımcıların reklam ile ilgili duygularını sosyal medyada paylaşmaya teşvik ettiğini ve ürünlerin müşterilerin akıllarında daha uzun süre kalmasına yönelik olumlu anlamda şekillendirdiğini doğruladı.

Anahtar Kelimeler

• Dijital Çağ
• CGI reklamları
• Gerilla Reklamları
• Yapay Zeka
• North Face.

VIRTUAL VS REAL: A COMPARATIVE STUDY ON CGI ADS AND GUERRILLA ADS

Öz

This qualitative research delves into the ever-changing interactions between artificial intelligence (AI) and digitalization in the advertising industry. Rapid improvements in digital technologies have transformed the nature of designing advertisements presenting AI as a major revolution in the advertising industry. AI allows companies to analyze big data to reveal customers’ demographic attributes to design customized ads to meet customers’ expectations. Such attempts are known as data colonialism, yet the use of CGI ads (computer-generated imagery) proved more effective than non-digital ads. This qualitative research aims to discover the intergenerational perceptions of the effectiveness and emotional impact of The North Face’s CGI ads on consumers compared to its guerrilla ads. Two CGI and two guerrilla ads have been selected and analyzed through content analysis. To enrich and reinforce findings, a focus group research has been conducted. Consumers' reactions toward the chosen advertisements were examined based on cognitive and affective models of advertising. Findings confirmed that CGI ads were more effective, compelling and understandable. Y and Z-generations also claimed that CGI ads enhanced consumer engagement with products, encouraged them to share their emotions on social media, and tailored their perceptions positively towards the products staying longer in customers’ minds.

Anahtar Kelimeler

• Digital Era
• CGI ads
• Guerrilla Ads
• Artificial Intelligence
• North Face

Kaynakça

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