CONTROVERSIAL ADVERTISING IN TURKEY: A CROSS-GENERATIONAL STUDY

Yıl 2013, Cilt: 31 Sayı: 2, 135 - 152, 31.12.2013

Elif Okan Neva Yalman

https://doi.org/10.17065/huniibf.103647

Cited By: 8

Öz

Controversial Advertising in Turkey: A Cross-Generational Study The purpose of this study is to understand whether there is difference regarding controversial advertising between members of generation X and generation Y in Turkey. Managerial and theoretical contribution is also aimed in this study. The questionnaire was conducted on 442 respondents, collected through convenience sampling. The results of the study indicate numbers of statistical differences between generation X and Y as well as intergenerational differences that were found to have a strong affect on the attitudes toward various controversial products with the reasoning of these being offensive. This study provides valuable findings for global marketers and advertisers who want to develop an understanding on cultural sensitivities and differences in Turkey

Anahtar Kelimeler

Controversial advertising, offensive advertising, generation X, generation Y

TÜRKİYE’DE TARTIŞMALI REKLAMLAR: KUŞAKLAR ARASI KARŞILAŞTIRMA

Öz

Bu çalışma Türkiye’de farklı kuşakların tartışmalı reklamlara bakış açılarını araştırmayı hedeflemektedir. Sunulan araştırmanın hem pazarlama yönetimi açısından hem de teorik açıdan katkı sağlayacağına inanılmaktadır. Çalışma kapsamlı yazın taramasını ve görgül bir çalışmayı içermektedir. Reklamlara karşı genel tutumu, rahatsız edici bulunan reklam kategorilerinin ve rahatsız olunma nedenlerinin öğrenilmesini hedefleyen soru formu kolayda örnekleme metodu ile seçilen ailelerden X ve Y Kuşaklarına mensup bireylere (toplam 442 örneklem) uygulanmıştır. İstatistiksel analizler ardından yapılan değerlendirme sonucunda kuşaklar arasında reklamı yapılan ürünler ve reklamların tartışmalı bulunma sebepleri açısından önemli farklar görülmüştür. Araştırma sonunda Türkiye pazarında bulunan uluslararası markaların küresel iletişim stratejilerini ne derece yerelleştirmeleri gerektiği konusuna ışık tutacak bulgular tartışılmaktadır.

Anahtar Kelimeler

Tartışmalı reklamcılık, Y kuşağı, X kuşağı

Kaynakça

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