BibTex RIS Kaynak Göster

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Yıl 2014, Cilt: 8 Sayı: 2, 132 - 148, 21.03.2014

Aşina Gülerarslan

Öz

Currently, children and child related marketing is unquestionably one of the most appreciated divisions in the part of marketing communication. Childish world has been long integrated to adult world within the pull-push power of technology and market economy. Although children cannot technically define marketing, advertisement and consuming; they can decode the impulses coming from communication channels, convert them to feelings and ideas, and learn and rationalize them with the help of their internal nature. The advertisements that the children face any time and everywhere, as a consequence of technological development, play a key role in explaining the outside world by occupying their mental agenda and support them to socialize as a consumer. Current study is an endeavor to discover the image of ‘advertisement’ in child’s mind, who not only promotes the consumption in the family, but also is a consumer by him/herself. Considering the question of ‘what is advertisement for children?’ subjective judgments, experiences and interpretation are evaluated qualitatively in the drawings of 80 elementary education schoolchildren

Anahtar Kelimeler

Child advertisement drawing interpretation

Kaynakça

  • Akyol A K ve Karaman Y (2011) Okul Öncesi Eğitim Kurumlarına Devam Eden Çocukların Yaptıkları Resimlerde Oyuncak Çizimlerinin İncelenmesi, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 20(3), 277-296.
  • Bartholome A and O’donohoe S (2003) Everything Under Control: A Child’sEyeView Of Advertising, Journal Of Marketing Management, 19 (3-4), 433-457.
  • Batı U (2007) Reklâmların Göstergebilimi: “Bir Göstergeler Sistemi Olarak Rek- lâmları Okumak”, Uluslararası İnsan Bilimleri Dergisi, 4(1), 1-27.
  • Blosser B J and Roberts D F (1985) Age Differences in Children’s Perceptions of Message Intent, Communication Research, 12(4), 455-484.
  • Burkitt E, Barret M ve Davis A (2005) Drawings Of Emotionally Characterised Figures By Chilren From Different Educational Backgrounds, International Journal Of Art& Design Education, 24(1), 71-83.
  • Burton G (1995) Görünenden Fazlası: Medya Analizlerine Giriş, Nefin Dinç (çev.), Alan Yayıncılık, İstanbul
  • Chan K (2000) Hong Kong Children’s Understanding Of TelevisionAdvertising, Journal of Marketing Communications, 6(1), 37-52.
  • Chan K (2006) Exploring Children's Perceptions Of Material Possessions: A Drawing Study, Qualitative Market Research: An International Journal, 9(4), 352- 366.
  • Collado F Y (1999) The Role Of Spontaneous Drawing in The Development of Children in The Early Childhood Settings. U.S. Department Of Education National Resources Information Center (Eric), ReportsDescriptive (141), 3-15.
  • Cox M V ve Fysh A (1997) Drawings Of People By The Under-5s, Psychology Press, London.
  • Doğru S Y, Turcan A İ, Arslan E ve Doğru S (2006) Çocukların Resimlerindeki Aileyi Tanılama Durumlarının Değerlendirilmesi, Selçuk Üniversitesi Sosyal Bi- limler Dergisi, 15, 223-235.
  • Donohue T R, Henke L H and Donohue W A (1980) Do Kids Know What Tv Commercials Intend?, Journal Of Advertising Research, 20(5), 51-57.
  • Elden M, Ulukök Ö ve Veygel S (2009) Şimdi Reklâmlar, İletişim Yayınları, İstan- bul.
  • Erdoğan İ (2005) İletişimi Anlamak, Erk Yayınları, Ankara.
  • Ersoy A ve Türkkan B (2009) İlköğretim Öğrencilerinin Resimlerinde İnternet Algısı, Elementary Education Online, 8(1), 57-73.
  • Gaines L and Esserman J (1981) A Quantitative Study Of Young Children’s Comprehension Of Television Programs And Commercials, J F Esserman (Ed.), Television Advertising And Children - Issues, Research And Findings, Child Research Service, New York, 95-106.
  • Glicksohn J and Yafe T (1998) Physiognomic Perception And Metaphoric Thinking in Young Children, Metaphor And Symbol, 13(3), 179-204.
  • Guiraud P (1994) Göstergebilim, Mehmet Yalçın (çev.), İmge Kitabevi, Ankara.
  • Gülsoy T (1999) Reklâm Terimleri ve Kavramları Sözlüğü, Adam Yayınları, İs- tanbul.
  • Kındap S ve Sayıl M (2005) Çocuk Çizimlerinde Temsil Ve İfade: Doğrusal Ve Doğrusal Olmayan Gelişim, Türk Psikoloji Dergisi, 20 (56), 25-39.
  • Lawlor M A (2009) Advertising Connoisseurs: Children's Active Engagement With and Enjoyment Of Television Irish Marketing Review 20 (1), 23-34
  • Lutz K A ve Lutz R J (1977) Effects Of Interactive Imagery On Learning: Application To Advertising, Journal Of Applied Psychology, 62(4), 493-498.
  • Macklin M C (1987) Preschoolers’ Understanding Of the Information Function Of Advertising, Journal Of Consumer Research, 14, 229-239.
  • Malchiodi C A (2005) Çocukların Resimlerini Anlamak, Tülin Yurtbay (çev.), Ep- silon Yayınları, İstanbul.
  • Martin M C (1997) Children’s Understanding Of The Intent Of Advertising: A Meta Analysis, Journal Of Public Policy& Marketing, 16(2), 205-216.
  • Mcneal J U and Ji M (2003) Children’s Visual Memory Of Packaging, Journal Of Consumer Marketing, 20(5), 400-427.
  • Moore E (2004) Children And Changing World Of Advertising, Journal Of Business Ethicks, 52 (2), 161- 167.
  • Narey M (2008) Making Meaning: Constructing Multimodal Perspectives Of Language, Literacy And Learning Through Arts-Based Early Childhood Education, Springer.
  • Oates C, Blades M andGunter B (2002) Children And Television Advertising: When Do They Understand Persuasive Intent?, Journal Of Consumer Behaviour, 1(3), 238-245.
  • Odabaşı Y ve Oyman M (2002) Pazarlama İletişimi Yönetimi, Mediacat Kitapları, İstanbul.
  • O'Sullivan T (2005) Advertising And Children: What Do The Kids Think?, Qualitative Market Research: An International Journal, 8 (4), 371 – 384.
  • Pawlowski D, Badzinski D M and Mitchell N (1998) Effects Of Metaphors On Children's Comprehension And Perception Of Print Advertisements, Journal Of Advertising, 27(2), 83 -98.
  • Preston C (2000) Are Children Seeing Through Itc Advertising Regulations?, International Journal Of Advertising, 19(1), 117-136.
  • Ranjbarian B, Fathi S and Shekarchizade Z (2010) Age Influence On Information Processing of Tv Advertisement Messages By The Elementary Students, European Journal Of Economics, Finance And Administrative Sciences, 23, 76-86. Shimp T A (2003) Advertising, Promotion And Supplemental Aspects Of Integrated Marketing Communications, Sixth Edition, Ohio Thomson, South- Western.
  • Steinke J, Lapinski M and Crocker N (2007) Assessing Media Influences On Middle School Aged Children's Perceptions Of Women İn Science Using The Draw-A-Scientist Test (Dast), Science Communication, 29(1), 35-64.
  • Şeker T ve Sine R (2012) Çocuk Zihnindeki Haber Resmi, Global Media Journal, Spring, 118-137.
  • Tuğrul C (1999) Duygusal Zeka, Klinik Psikiyatri, 1, 12-20.
  • Vinter A (1999) How Meaning Modifies Drawing Behavior In Children, Child Development, 70(1), 33-49.
  • Ward S, Wackman D B and Wartella E (1977) How Children Learn To Buy: The Development Of Consumer Information Processing Skills, Sage Publications, Beverly Hills, Ca.
  • Williamson J (2005) Reklâmların Dili: Reklâmda Anlam ve İdeoloji, Ahmet Fethi (çev.), Ankara.
  • Yavuzer H (2003) Resimleriyle Çocuk, Remzi Kitabevi, İstanbul.
  • Young B (2000) The Child’s Understanding Of Promotional Communication, International Journal Of Advertising And Marketing To Children, September/October, 191-203.
  • www.Pediatrics.Aappublications.Org/Content/118/6/2563.Full, erişim tarihi: 20. 11. 2013.
  • www.tdk.gov.tr, erişim tarihi: 21.11.2013.

REKLMIN ÇOCUKÇA ANLAMLANDIRILMASI

Yıl 2014, Cilt: 8 Sayı: 2, 132 - 148, 21.03.2014

Aşina Gülerarslan

Öz

Pazarlama iletişiminin bugünkü en değerli alanlarından biri hiç şüphe yok ki çocuklar ve çocukların oluşturduğu pazardır. Çocukların dünyaları; teknolojinin ve pazar ekonomisinin itici-çekici gücüyle yetişkin dünyasına çoktan entegre olmuştur. Pazarlamayı, reklamı ve tüketimi teknik olarak tanımlayamasalar da kendi doğalarıyla her türden iletişim kanalından gelen uyarıcıyı çözümlemekte, duygu ve düşüncelere dönüştürmekte, öğrenmekte ve anlamlandırmaktadırlar. İletişim teknolojilerine bağlı olarak neredeyse her yerde ve her an karşılaştıkları reklamlar, çocukların zihinsel gündemine yerleşerek dış dünyayı yorumlamalarında kilit bir rol oynamakta ve tüketici olarak sosyalleşmelerini sağlamaktadır. Bu çalışma, hem ailede tüketimi teşvik eden hem de kendi başına birer tüketici olan çocukların zihnindeki “reklam” imgesinin ortaya konulmasına yönelik bir deneysel çabadır. “Çocuklar için reklam nedir?” sorusundan hareketle, 80 ilköğretim öğrencisinin çizdikleri resimlerde reklamla ilgili öznel değerlendirmeleri, deneyimleri ve anlamlandırmaları niteliksel olarak incelenmiştir.   

Anahtar Kelimeler

Çocuk; reklam; resimleme; anlam

Kaynakça

  • Akyol A K ve Karaman Y (2011) Okul Öncesi Eğitim Kurumlarına Devam Eden Çocukların Yaptıkları Resimlerde Oyuncak Çizimlerinin İncelenmesi, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, 20(3), 277-296.
  • Bartholome A and O’donohoe S (2003) Everything Under Control: A Child’sEyeView Of Advertising, Journal Of Marketing Management, 19 (3-4), 433-457.
  • Batı U (2007) Reklâmların Göstergebilimi: “Bir Göstergeler Sistemi Olarak Rek- lâmları Okumak”, Uluslararası İnsan Bilimleri Dergisi, 4(1), 1-27.
  • Blosser B J and Roberts D F (1985) Age Differences in Children’s Perceptions of Message Intent, Communication Research, 12(4), 455-484.
  • Burkitt E, Barret M ve Davis A (2005) Drawings Of Emotionally Characterised Figures By Chilren From Different Educational Backgrounds, International Journal Of Art& Design Education, 24(1), 71-83.
  • Burton G (1995) Görünenden Fazlası: Medya Analizlerine Giriş, Nefin Dinç (çev.), Alan Yayıncılık, İstanbul
  • Chan K (2000) Hong Kong Children’s Understanding Of TelevisionAdvertising, Journal of Marketing Communications, 6(1), 37-52.
  • Chan K (2006) Exploring Children's Perceptions Of Material Possessions: A Drawing Study, Qualitative Market Research: An International Journal, 9(4), 352- 366.
  • Collado F Y (1999) The Role Of Spontaneous Drawing in The Development of Children in The Early Childhood Settings. U.S. Department Of Education National Resources Information Center (Eric), ReportsDescriptive (141), 3-15.
  • Cox M V ve Fysh A (1997) Drawings Of People By The Under-5s, Psychology Press, London.
  • Doğru S Y, Turcan A İ, Arslan E ve Doğru S (2006) Çocukların Resimlerindeki Aileyi Tanılama Durumlarının Değerlendirilmesi, Selçuk Üniversitesi Sosyal Bi- limler Dergisi, 15, 223-235.
  • Donohue T R, Henke L H and Donohue W A (1980) Do Kids Know What Tv Commercials Intend?, Journal Of Advertising Research, 20(5), 51-57.
  • Elden M, Ulukök Ö ve Veygel S (2009) Şimdi Reklâmlar, İletişim Yayınları, İstan- bul.
  • Erdoğan İ (2005) İletişimi Anlamak, Erk Yayınları, Ankara.
  • Ersoy A ve Türkkan B (2009) İlköğretim Öğrencilerinin Resimlerinde İnternet Algısı, Elementary Education Online, 8(1), 57-73.
  • Gaines L and Esserman J (1981) A Quantitative Study Of Young Children’s Comprehension Of Television Programs And Commercials, J F Esserman (Ed.), Television Advertising And Children - Issues, Research And Findings, Child Research Service, New York, 95-106.
  • Glicksohn J and Yafe T (1998) Physiognomic Perception And Metaphoric Thinking in Young Children, Metaphor And Symbol, 13(3), 179-204.
  • Guiraud P (1994) Göstergebilim, Mehmet Yalçın (çev.), İmge Kitabevi, Ankara.
  • Gülsoy T (1999) Reklâm Terimleri ve Kavramları Sözlüğü, Adam Yayınları, İs- tanbul.
  • Kındap S ve Sayıl M (2005) Çocuk Çizimlerinde Temsil Ve İfade: Doğrusal Ve Doğrusal Olmayan Gelişim, Türk Psikoloji Dergisi, 20 (56), 25-39.
  • Lawlor M A (2009) Advertising Connoisseurs: Children's Active Engagement With and Enjoyment Of Television Irish Marketing Review 20 (1), 23-34
  • Lutz K A ve Lutz R J (1977) Effects Of Interactive Imagery On Learning: Application To Advertising, Journal Of Applied Psychology, 62(4), 493-498.
  • Macklin M C (1987) Preschoolers’ Understanding Of the Information Function Of Advertising, Journal Of Consumer Research, 14, 229-239.
  • Malchiodi C A (2005) Çocukların Resimlerini Anlamak, Tülin Yurtbay (çev.), Ep- silon Yayınları, İstanbul.
  • Martin M C (1997) Children’s Understanding Of The Intent Of Advertising: A Meta Analysis, Journal Of Public Policy& Marketing, 16(2), 205-216.
  • Mcneal J U and Ji M (2003) Children’s Visual Memory Of Packaging, Journal Of Consumer Marketing, 20(5), 400-427.
  • Moore E (2004) Children And Changing World Of Advertising, Journal Of Business Ethicks, 52 (2), 161- 167.
  • Narey M (2008) Making Meaning: Constructing Multimodal Perspectives Of Language, Literacy And Learning Through Arts-Based Early Childhood Education, Springer.
  • Oates C, Blades M andGunter B (2002) Children And Television Advertising: When Do They Understand Persuasive Intent?, Journal Of Consumer Behaviour, 1(3), 238-245.
  • Odabaşı Y ve Oyman M (2002) Pazarlama İletişimi Yönetimi, Mediacat Kitapları, İstanbul.
  • O'Sullivan T (2005) Advertising And Children: What Do The Kids Think?, Qualitative Market Research: An International Journal, 8 (4), 371 – 384.
  • Pawlowski D, Badzinski D M and Mitchell N (1998) Effects Of Metaphors On Children's Comprehension And Perception Of Print Advertisements, Journal Of Advertising, 27(2), 83 -98.
  • Preston C (2000) Are Children Seeing Through Itc Advertising Regulations?, International Journal Of Advertising, 19(1), 117-136.
  • Ranjbarian B, Fathi S and Shekarchizade Z (2010) Age Influence On Information Processing of Tv Advertisement Messages By The Elementary Students, European Journal Of Economics, Finance And Administrative Sciences, 23, 76-86. Shimp T A (2003) Advertising, Promotion And Supplemental Aspects Of Integrated Marketing Communications, Sixth Edition, Ohio Thomson, South- Western.
  • Steinke J, Lapinski M and Crocker N (2007) Assessing Media Influences On Middle School Aged Children's Perceptions Of Women İn Science Using The Draw-A-Scientist Test (Dast), Science Communication, 29(1), 35-64.
  • Şeker T ve Sine R (2012) Çocuk Zihnindeki Haber Resmi, Global Media Journal, Spring, 118-137.
  • Tuğrul C (1999) Duygusal Zeka, Klinik Psikiyatri, 1, 12-20.
  • Vinter A (1999) How Meaning Modifies Drawing Behavior In Children, Child Development, 70(1), 33-49.
  • Ward S, Wackman D B and Wartella E (1977) How Children Learn To Buy: The Development Of Consumer Information Processing Skills, Sage Publications, Beverly Hills, Ca.
  • Williamson J (2005) Reklâmların Dili: Reklâmda Anlam ve İdeoloji, Ahmet Fethi (çev.), Ankara.
  • Yavuzer H (2003) Resimleriyle Çocuk, Remzi Kitabevi, İstanbul.
  • Young B (2000) The Child’s Understanding Of Promotional Communication, International Journal Of Advertising And Marketing To Children, September/October, 191-203.
  • www.Pediatrics.Aappublications.Org/Content/118/6/2563.Full, erişim tarihi: 20. 11. 2013.
  • www.tdk.gov.tr, erişim tarihi: 21.11.2013.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derleme Makaleler
Yazarlar

Aşina Gülerarslan Bu kişi benim

Yayımlanma Tarihi 21 Mart 2014
Gönderilme Tarihi 21 Mart 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 8 Sayı: 2

Kaynak Göster

APA Gülerarslan, A. (2014). REKLMIN ÇOCUKÇA ANLAMLANDIRILMASI. Selçuk İletişim, 8(2), 132-148. https://doi.org/10.18094/si.50436
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