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REKLAMDA BİR SOSYAL DUYGU OLARAK HÜZÜN ÇEKİCİLİĞİ: PANDEMİ DÖNEMİNDE YAYINLANAN REKLAMLARA YÖNELİK DUYGU ANALİZİ

Yıl 2021, Cilt: 11 Sayı: 4, 1239 - 1262, 31.08.2021

Öz

Markalar, tüketiciye ulaşabilmek için yoğunlukla onların duygularına erişebilmeyi hedeflemektedir. Reklamverenler, her hangi bir şekilde sundukları ürünleri/hizmetleri dokunaklı ve duygusal niteleyicilerle çevreleyerek duygusal bağlar üretmeye çalışmaktadır. COVID-19 öncesi tüketici ile duygusal bağ oluşturmak için yapılan reklam kampanyaları, salgın süreci ile birlikte çok daha önemli hale gelmiş ve farklı bir boyuta taşınmıştır. COVID-19 pandemisinde, ‘sosyal mesafe’ ve ‘evde kalma’ gibi istenilen tutum/davranış değişikliği yaratmaya aracılık eden reklamlarda; farklı çekicilikler ve mesaj stratejileri kullanılmaktadır. Bu süreçte dramatik bir anlatım üzerinden, hüzün çekiciliğiyle tüketicilerin duyguları açığa çıkartılarak özlem duyulanlar akla getirilmekte, mevcut haliyle yaşanılan olumsuzluklara ve sıkıntılara odaklanılarak ilham verilmekte veya farkındalık yaratılmaktadır. Bu çalışmada, tüketicilerin/kullanıcıların gerçek duygularını kendi rızaları doğrultusunda ifade ettikleri sosyal medyada, kullanıcıların pandemi içerikli reklamlara karşı nasıl bir yaklaşım sergilediği duygu analizi yöntemi ile incelenmiştir. Araştırma içerisinde kullanılan örneklem için, COVID-19 pandemisi kapsamında, ‘Evde Hayat Var’ temasında işlenen, izlenme sayılarına göre 1 milyon görüntülemenin üzerindeki 5 markanın reklam filmi seçilmiştir. Bu analizde, reklamlara yönelik yapılan yorumların duygusal ifadeleri metin madenciliği yönteminden yararlanılarak polariteleri (pozitif-nötr-negatif) sınıflandırılmıştır. Duygu analizi sonuçlarına göre toplam yorumlar içerisinde, ortalama %43 oranındaki pozitif duygu skoru, sosyal medya kullanıcıların, ilgili markaların pandemi temalı, hüzün içerikli reklamlarına karşı olumlu bir tutum sergilediğini ortaya koymaktadır. Artiwise Analytics’in ortalama istatistiklerine göre yapay zekâ doğruluk oranı (,962) %96,28 ile güçlü ve anlamlı bir duygu analizi çıkarılmıştır.

Kaynakça

  • Andrade, Eduardo B. (2005). “Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms”, Journal of Consumer Research, 32 (12), s. 355 – 362.
  • Belch, G. E. ve Belch, M. E. (2003). Introduction to Advertising and Promotion Management, 6th ed., USA: Irwin Inc.
  • Bilsel, Hande, (2019). “Sadvertising: Reklamcılıkta Hüzün Çekiciliği Kullanımı Üzerine Bir Değerlendirme”, Uluslararası Reklam ve Halkla İlişkiler Çalışmaları Dergisi, 2 (1), s. 72 – 107.
  • Campaign Türkiye, (2020). “TBWA’den Reklam Endüstrisi İçin COVID-19 Ajandası”, https://www.campaigntr.com/tbwaden-reklam-endustrisi-icin-covid-19-ajandasi/, Erişim Tarihi: 12.06.2021.
  • Carlson, N. R. ve Buskist, W. (1997) Psychology: The Science of Behavior, 5th ed., U.S.A: Allyn&Bacon.
  • Chang, M. K., Cheung, W. ve Lai, S. V. (2005). “Literature Derived Reference Models for the Adoption of Online Shopping”, Information & Management, 42, s. 543 – 559.
  • Cılızoğlu, G. Y., Dondurucu, Z. B. ve Çetinkaya, A. (2020). “Sosyal Pazarlama Bağlamında COVID-19 Salgını Sürecinde GSM Operatörlerinin Youtube Reklamlarının Analizi”, International Journal of Cultural and Social Studies (IntJCSS), 6 (1), s. 280 – 299.
  • Dacres, S., Haddadi, H. ve Purver, M. (2013). “Topic and Sentiment Analysis on OSNs: A Case Study of Advertising Strategies on Twitter”, arXiv preprint. https://arxiv.org/abs/ 1312.6635., Erişim Tarihi: 15.05.2021.
  • Deng, T., Ekachai, D. ve Pokrywczynski, J. (2020). “Global COVID-19 Advertisements: Use of Informational, Transformational and Narrative Advertising Strategies”, Health Communication, Special Edition, s. 1 – 9.
  • Dickinson, S. ve Holmes, M. (2008). “Understanding the Emotional and Coping Responses of Adolescent Individuals Exposed to Threat Appeals”, International Journal of Advertising, 27 (2), s. 251–278.
  • Edell, J. A. ve Burke, M. C. (1987). “The Power of Feelings in Understanding Advertising Effects”, Journal of Consumer Research, 14, s. 421 – 433.
  • Elden, M. ve Bakır, U. (2010). Reklam Çekicilikleri: Cinsellik, Mizah, Korku, İstanbul: İletişim Yayınları.
  • Erkan, İsmail, (2020). “Tüketicilerin COVID-19 Döneminde Yayınlanan Birlik Beraberlik ve Motivasyon Temalı Reklamlara Yönelik Algıları”, Gaziantep Üniversitesi Sosyal Bilimler Dergisi, Özel Sayı, s. 585 – 600.
  • Frjda, Nico H. (1988). “The Laws of Emotion”, American Psychologist, 43 (3), s. 349 – 358.
  • Gangadharbatla, Harsha, (2021). “COVID-19 and Advertising: The Case for a Paradigm Shift”, Journal of Current Issues & Research in Advertising, 42 (1), s. 1 – 18.
  • Garg, N., Wansink, B. ve Inman, J. J. (2007). “The Influence of Incidental Affect on Consumer Food Intake”, Journal of Marketing, 71(1), s. 194 – 206.
  • Goleman, Daniel, (1998). Duygusal Zekâ, 8. Baskı. Banu Seçkin Yüksel (Çev.), İstanbul: Varlık Yayınları.
  • Guttmann, Agnieszka, (2020) .“Leading Responses due to COVID-19 According to Advertisers in the U.S. 2020”, https://www.statista.com/statistics/1110352/leading-responses-due-to-covid-19-according-to-advertisers-in-the-us/, Erişim Tarihi: 22.05.2020.
  • Hamelin, N., Moujahid, O. E. ve Thaichon, P. (2017). “Emotion and Advertising Effectiveness: A Novel Facial Expression Analysis Approach”, Journal of Retailing and Consumer Services, 36, s. 103 – 111.
  • Havlena, W. J., Holbrook, M. B. ve Lehmann, D. R. (1989). “Assessing the Validity of Emotional Typologies”, Psychology & Marketing, 6, s. 97– 112.
  • Hawkins, D., Best, R. J. ve Coney, K. A. (1992). Consumer Behavior lmplications for Marketing Strategy, 5th ed., U.S.A.: lrwin Inc.
  • Hestroni, Amir, (2000). “The Relationship between Values and Appeals in Israeli Advertising: A Smallest Space Analysis”, Journal of Advertising, 29 (3), s. 55 – 68.
  • Holbrook, M. B. ve Batra, R. (1987). “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, The Journal of Consumer Research, 14 (3), s. 404 – 420.
  • Hollis, Nigel, (2010). “Emotion in Advertising: Pervasive, Yet Misunderstood. Millward Brown: Point of View”, http://www.armi-marketing.com/library/Hollis_EmotionInAdvertisingsblf.pdf., Erişim Tarihi: 02.06.2021
  • Huang, Ming-Hui, (1998). “Exploring a New Typology of Advertising Appeals: Basic, versus Social, Emotional Advertising in a Global Setting”, International Journal of Advertising, 17 (2), s. 145 – 168.
  • Influencer Marketing Hub, (2020). “Coronavirus (COVID-19) Marketing & Ad Spend Impact: Report + Stats”, https://influencermarketinghub.com/coronavirus-marketing-ad-spend-report/, Erişim Tarihi: 30.05.2021
  • Kacen, Jacqueline J. (1994). “Phenomenological Insights in Mood and Mood-Related Consumer Behaviors”, Advances in Consumer Research, 21, s. 519 – 525.
  • Kemp, E., Bui, M. ve Chapa, S. (2012). “The Role of Advertising in Consumer Emotion Management”, International Journal of Advertising, 31 (2), s. 339 – 353.
  • Kemp, E., Chapa, S. ve Kopp, S. W. (2013). “Regulating Emotions in Advertising: Examining the Effects of Sadness and Anxiety on Hedonic Product Advertisements”, Journal of Current Issues & Research in Advertising, 34 (1), s. 135 – 150.
  • Lazarus, Richard S. (1984). “Thoughts on the Relations between Emotion and Cognition”, Klasus R. Scherer and Paul Ekman (Ed.), Approaches to Emotion, New Jersey: Lawrence Erlbaum Associates.
  • Lazarus, Richards S. (1991). Emotion and Adaptation, New York: Oxford University Press.
  • Marcus, G. E., Neuman, W. R. ve MacKuen, M. (2000). Affective Intelligence and Political Judgment, Chicago: University of Chicago Press.
  • Medhat, W., Hassan, A. ve Korashy, H. (2014). “Sentiment Analysis Algorithms and Applications: A Survey”, Ain Shams Engineering Journal, 5 (4), s. 1093 – 1113.
  • Mejova, Y. ve Kalimeri, K. (2020). “Advertisers Jump on Coronavirus Bandwagon: Politics, News, and Business”, https://arxiv.org/pdf/2008.05701.pdf, Erişim Tarihi: 10.05.2021
  • Mick, D. G. ve Demoss, M. (1990). “Self-gifts: Phenomenological Insights from Four Contexts”, Journal of Consumer Research, 17 (12), s. 322 – 332.
  • Mooij, Marieke de, (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes, London: Sage Publications.
  • Morin, C. ve Renviose, P. (2019). Beyindeki İkna Kodu: Nöropazarlama ile Bilimsel İkna Stratejileri Geliştirmek, Taner Gezer (Çev.), İstanbul: Maltepe Üniversitesi Kitapları.
  • Mowen, John C. (1995). Consumer Behavior, 4th ed., New Jersey: Prentice- Hall.
  • Olson, J. C. ve Peter, J. P. (1990). Consumer Behavior and Marketing Strategy, 2nd ed., U.S.A.: Irwin Inc.
  • Ortony, A., Clore, G. L. ve Collins, A. (1988). The Cognitive Structure of Emotions, Cambridge: Cambridge University Press.
  • Öztürk, Gülay, (2020). “Türkiye’de Corona Virüsün Reklam Sektörü Üzerindeki Etkileri ve Reklamın Geleceğine İlişkin Öngörüler”, YAPKO Covid-19 Süreci Analiz Raporu, İstanbul Ticaret Üniversitesi, http://acikerisim.ticaret.edu.tr/xmlui/handle/11467/3451, Erişim Tarihi: 20.05.2021
  • Panda, T. K., Panda, T. K. ve Mishra, K. (2013). “Does Emotional Appeal Work in Advertising? The Rationality behind Using Emotional Appeal to Create Favorable Brand Attitude”, The IUP Journal of Brand Management, 10 (2), s. 7 – 23.
  • Pedrosa, C. H., Núñez, P. S. ve Peláez, J. I. (2020). “Sentiment Analysis and Emotion Understanding during the COVID-19 Pandemic in Spain and Its Impact on Digital Ecosystems”, International Journal of Environmental Research and Public Health, 17 (15), s. 1 – 22.
  • Pelsmacker, P. D., Qeuens, M. ve Bergh, J. D. (2004). Marketing Communication: A European Perspective, 2nd ed., London: Prentice Hall.
  • Ravi, K., ve Ravi, V. (2015). “A Survey on Opinion Mining and Sentiment Analysis: Tasks, Approaches and Applications”, Knowledge-Based Systems, 89, s. 14-46.
  • Royo-Vela, Marcela, (2005). “Emotional and Informational Content of Commercials: Visual and Auditory Circumplex Spaces, Product Information and their Effects on Audience Evaluation”, Journal of Current Issues and Research in Advertising, 27, s. 13 – 38.
  • Şeker, Sadi E. (2016). “Duygu Analizi (Sentimental Analysis)”, Yönetim Bilişim Sistemleri Ansiklopedisi, 3 (3), s. 21 – 36.
  • Taylor, Charles R. (2020). “Advertising and COVID-19”, International Journal of Advertising, 39 (5), s. 587 – 589.
  • Verma, Sanjeev, (2009). “Do All Advertising Appeals Influence Consumer Purchase Decision: An Exploratory Study”, Global Business Review, 10 (1), s. 33 – 43.
  • Vranica, Suzanne, (2020). “Coronavirus Upended Advertising”, Wall Street Journal, https://www.wsj.com/articles/coronavirus-upended-advertising-madison-avenue-wasnt-ready1160169 7645?mod=hp_ lead_pos5, Erişim Tarihi: 26.04.2020
  • Wells, W., Burnett, J. ve Moriarty, S. (1992). Advertising Principles and Practice, 2nd ed., New Jersey: Prentice Hall.
  • Yeshin, Tony, (1998). Integrated Marketing Communications: The Holistic Approach, Oxford: Butterworth – Heinemann
  • Yönet, Önder, (2017). “Duygular”, Ali Atıf Bir ve Kemal Süher (Ed.). Reklam Teorileri, İstanbul: The Kitap Yayınları, s. 335 – 382.
  • Yurttaş, Özge U. (2021). “COVID-19 Pandemisi ve Kamu Spotu Reklamları Üzerine Bir İnceleme”, The Turkish Online Journal of Design, Art and Communication, 11 (1), s.213 – 231.

Sadness Appeal as a Social Emotion in Advertising: Sentiment Analysis on the Ads in the Pandemic Period

Yıl 2021, Cilt: 11 Sayı: 4, 1239 - 1262, 31.08.2021

Öz

All of the brands primarily aim to touch the emotions of consumers to reach them. Advertisers try to create emotional bonds by framing the products/services they offer in any way with pathetic and affective qualifiers. Advertising campaigns, made to create emotional bonds with the consumer before COVID-19, have become much more significant and moved a different dimension with the pandemic period. In the COVID-19 pandemic, different appeals and strategies have been used in the ads making the desired attitude/behavior change with the messages such as ‘social distance’ and ‘stay at home’. Advertising campaigns, recently, through a dramatic narrative with the sadness appeal, have been calling old times to the mind, giving inspiration and/or building awareness by focusing on unfavorable and troubled conditions. In this study, the social media where consumers/users express their true feelings and thoughts in line with their own consent, how users approach the pandemic-themed ads has been examined with the emotion (sentiment) analysis method. For the sample used in the research, advertising videos of 5 brands over 1 million views were selected, which were processed under the theme of ‘Life at Home’ within the scope of the COVID-19 pandemic. In this analysis, the emotional expressions of the comments made on the advertising videos selected for the research have been classified in accordance with their polarities (positive-neutral-negative) by means of text mining. According to the sentiment analysis results, a positive emotion score of 43% among the total comments reveals that social media users have a positive attitude towards the pandemic-themed ads with the sadness appeal. According to the mean statistics of Artiwise Analytics, a strong and meaningful sentiment analysis was obtained with the accuracy rate of artificial intelligence (.962) 96.28%.

Kaynakça

  • Andrade, Eduardo B. (2005). “Behavioral Consequences of Affect: Combining Evaluative and Regulatory Mechanisms”, Journal of Consumer Research, 32 (12), s. 355 – 362.
  • Belch, G. E. ve Belch, M. E. (2003). Introduction to Advertising and Promotion Management, 6th ed., USA: Irwin Inc.
  • Bilsel, Hande, (2019). “Sadvertising: Reklamcılıkta Hüzün Çekiciliği Kullanımı Üzerine Bir Değerlendirme”, Uluslararası Reklam ve Halkla İlişkiler Çalışmaları Dergisi, 2 (1), s. 72 – 107.
  • Campaign Türkiye, (2020). “TBWA’den Reklam Endüstrisi İçin COVID-19 Ajandası”, https://www.campaigntr.com/tbwaden-reklam-endustrisi-icin-covid-19-ajandasi/, Erişim Tarihi: 12.06.2021.
  • Carlson, N. R. ve Buskist, W. (1997) Psychology: The Science of Behavior, 5th ed., U.S.A: Allyn&Bacon.
  • Chang, M. K., Cheung, W. ve Lai, S. V. (2005). “Literature Derived Reference Models for the Adoption of Online Shopping”, Information & Management, 42, s. 543 – 559.
  • Cılızoğlu, G. Y., Dondurucu, Z. B. ve Çetinkaya, A. (2020). “Sosyal Pazarlama Bağlamında COVID-19 Salgını Sürecinde GSM Operatörlerinin Youtube Reklamlarının Analizi”, International Journal of Cultural and Social Studies (IntJCSS), 6 (1), s. 280 – 299.
  • Dacres, S., Haddadi, H. ve Purver, M. (2013). “Topic and Sentiment Analysis on OSNs: A Case Study of Advertising Strategies on Twitter”, arXiv preprint. https://arxiv.org/abs/ 1312.6635., Erişim Tarihi: 15.05.2021.
  • Deng, T., Ekachai, D. ve Pokrywczynski, J. (2020). “Global COVID-19 Advertisements: Use of Informational, Transformational and Narrative Advertising Strategies”, Health Communication, Special Edition, s. 1 – 9.
  • Dickinson, S. ve Holmes, M. (2008). “Understanding the Emotional and Coping Responses of Adolescent Individuals Exposed to Threat Appeals”, International Journal of Advertising, 27 (2), s. 251–278.
  • Edell, J. A. ve Burke, M. C. (1987). “The Power of Feelings in Understanding Advertising Effects”, Journal of Consumer Research, 14, s. 421 – 433.
  • Elden, M. ve Bakır, U. (2010). Reklam Çekicilikleri: Cinsellik, Mizah, Korku, İstanbul: İletişim Yayınları.
  • Erkan, İsmail, (2020). “Tüketicilerin COVID-19 Döneminde Yayınlanan Birlik Beraberlik ve Motivasyon Temalı Reklamlara Yönelik Algıları”, Gaziantep Üniversitesi Sosyal Bilimler Dergisi, Özel Sayı, s. 585 – 600.
  • Frjda, Nico H. (1988). “The Laws of Emotion”, American Psychologist, 43 (3), s. 349 – 358.
  • Gangadharbatla, Harsha, (2021). “COVID-19 and Advertising: The Case for a Paradigm Shift”, Journal of Current Issues & Research in Advertising, 42 (1), s. 1 – 18.
  • Garg, N., Wansink, B. ve Inman, J. J. (2007). “The Influence of Incidental Affect on Consumer Food Intake”, Journal of Marketing, 71(1), s. 194 – 206.
  • Goleman, Daniel, (1998). Duygusal Zekâ, 8. Baskı. Banu Seçkin Yüksel (Çev.), İstanbul: Varlık Yayınları.
  • Guttmann, Agnieszka, (2020) .“Leading Responses due to COVID-19 According to Advertisers in the U.S. 2020”, https://www.statista.com/statistics/1110352/leading-responses-due-to-covid-19-according-to-advertisers-in-the-us/, Erişim Tarihi: 22.05.2020.
  • Hamelin, N., Moujahid, O. E. ve Thaichon, P. (2017). “Emotion and Advertising Effectiveness: A Novel Facial Expression Analysis Approach”, Journal of Retailing and Consumer Services, 36, s. 103 – 111.
  • Havlena, W. J., Holbrook, M. B. ve Lehmann, D. R. (1989). “Assessing the Validity of Emotional Typologies”, Psychology & Marketing, 6, s. 97– 112.
  • Hawkins, D., Best, R. J. ve Coney, K. A. (1992). Consumer Behavior lmplications for Marketing Strategy, 5th ed., U.S.A.: lrwin Inc.
  • Hestroni, Amir, (2000). “The Relationship between Values and Appeals in Israeli Advertising: A Smallest Space Analysis”, Journal of Advertising, 29 (3), s. 55 – 68.
  • Holbrook, M. B. ve Batra, R. (1987). “Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising”, The Journal of Consumer Research, 14 (3), s. 404 – 420.
  • Hollis, Nigel, (2010). “Emotion in Advertising: Pervasive, Yet Misunderstood. Millward Brown: Point of View”, http://www.armi-marketing.com/library/Hollis_EmotionInAdvertisingsblf.pdf., Erişim Tarihi: 02.06.2021
  • Huang, Ming-Hui, (1998). “Exploring a New Typology of Advertising Appeals: Basic, versus Social, Emotional Advertising in a Global Setting”, International Journal of Advertising, 17 (2), s. 145 – 168.
  • Influencer Marketing Hub, (2020). “Coronavirus (COVID-19) Marketing & Ad Spend Impact: Report + Stats”, https://influencermarketinghub.com/coronavirus-marketing-ad-spend-report/, Erişim Tarihi: 30.05.2021
  • Kacen, Jacqueline J. (1994). “Phenomenological Insights in Mood and Mood-Related Consumer Behaviors”, Advances in Consumer Research, 21, s. 519 – 525.
  • Kemp, E., Bui, M. ve Chapa, S. (2012). “The Role of Advertising in Consumer Emotion Management”, International Journal of Advertising, 31 (2), s. 339 – 353.
  • Kemp, E., Chapa, S. ve Kopp, S. W. (2013). “Regulating Emotions in Advertising: Examining the Effects of Sadness and Anxiety on Hedonic Product Advertisements”, Journal of Current Issues & Research in Advertising, 34 (1), s. 135 – 150.
  • Lazarus, Richard S. (1984). “Thoughts on the Relations between Emotion and Cognition”, Klasus R. Scherer and Paul Ekman (Ed.), Approaches to Emotion, New Jersey: Lawrence Erlbaum Associates.
  • Lazarus, Richards S. (1991). Emotion and Adaptation, New York: Oxford University Press.
  • Marcus, G. E., Neuman, W. R. ve MacKuen, M. (2000). Affective Intelligence and Political Judgment, Chicago: University of Chicago Press.
  • Medhat, W., Hassan, A. ve Korashy, H. (2014). “Sentiment Analysis Algorithms and Applications: A Survey”, Ain Shams Engineering Journal, 5 (4), s. 1093 – 1113.
  • Mejova, Y. ve Kalimeri, K. (2020). “Advertisers Jump on Coronavirus Bandwagon: Politics, News, and Business”, https://arxiv.org/pdf/2008.05701.pdf, Erişim Tarihi: 10.05.2021
  • Mick, D. G. ve Demoss, M. (1990). “Self-gifts: Phenomenological Insights from Four Contexts”, Journal of Consumer Research, 17 (12), s. 322 – 332.
  • Mooij, Marieke de, (1998). Global Marketing and Advertising: Understanding Cultural Paradoxes, London: Sage Publications.
  • Morin, C. ve Renviose, P. (2019). Beyindeki İkna Kodu: Nöropazarlama ile Bilimsel İkna Stratejileri Geliştirmek, Taner Gezer (Çev.), İstanbul: Maltepe Üniversitesi Kitapları.
  • Mowen, John C. (1995). Consumer Behavior, 4th ed., New Jersey: Prentice- Hall.
  • Olson, J. C. ve Peter, J. P. (1990). Consumer Behavior and Marketing Strategy, 2nd ed., U.S.A.: Irwin Inc.
  • Ortony, A., Clore, G. L. ve Collins, A. (1988). The Cognitive Structure of Emotions, Cambridge: Cambridge University Press.
  • Öztürk, Gülay, (2020). “Türkiye’de Corona Virüsün Reklam Sektörü Üzerindeki Etkileri ve Reklamın Geleceğine İlişkin Öngörüler”, YAPKO Covid-19 Süreci Analiz Raporu, İstanbul Ticaret Üniversitesi, http://acikerisim.ticaret.edu.tr/xmlui/handle/11467/3451, Erişim Tarihi: 20.05.2021
  • Panda, T. K., Panda, T. K. ve Mishra, K. (2013). “Does Emotional Appeal Work in Advertising? The Rationality behind Using Emotional Appeal to Create Favorable Brand Attitude”, The IUP Journal of Brand Management, 10 (2), s. 7 – 23.
  • Pedrosa, C. H., Núñez, P. S. ve Peláez, J. I. (2020). “Sentiment Analysis and Emotion Understanding during the COVID-19 Pandemic in Spain and Its Impact on Digital Ecosystems”, International Journal of Environmental Research and Public Health, 17 (15), s. 1 – 22.
  • Pelsmacker, P. D., Qeuens, M. ve Bergh, J. D. (2004). Marketing Communication: A European Perspective, 2nd ed., London: Prentice Hall.
  • Ravi, K., ve Ravi, V. (2015). “A Survey on Opinion Mining and Sentiment Analysis: Tasks, Approaches and Applications”, Knowledge-Based Systems, 89, s. 14-46.
  • Royo-Vela, Marcela, (2005). “Emotional and Informational Content of Commercials: Visual and Auditory Circumplex Spaces, Product Information and their Effects on Audience Evaluation”, Journal of Current Issues and Research in Advertising, 27, s. 13 – 38.
  • Şeker, Sadi E. (2016). “Duygu Analizi (Sentimental Analysis)”, Yönetim Bilişim Sistemleri Ansiklopedisi, 3 (3), s. 21 – 36.
  • Taylor, Charles R. (2020). “Advertising and COVID-19”, International Journal of Advertising, 39 (5), s. 587 – 589.
  • Verma, Sanjeev, (2009). “Do All Advertising Appeals Influence Consumer Purchase Decision: An Exploratory Study”, Global Business Review, 10 (1), s. 33 – 43.
  • Vranica, Suzanne, (2020). “Coronavirus Upended Advertising”, Wall Street Journal, https://www.wsj.com/articles/coronavirus-upended-advertising-madison-avenue-wasnt-ready1160169 7645?mod=hp_ lead_pos5, Erişim Tarihi: 26.04.2020
  • Wells, W., Burnett, J. ve Moriarty, S. (1992). Advertising Principles and Practice, 2nd ed., New Jersey: Prentice Hall.
  • Yeshin, Tony, (1998). Integrated Marketing Communications: The Holistic Approach, Oxford: Butterworth – Heinemann
  • Yönet, Önder, (2017). “Duygular”, Ali Atıf Bir ve Kemal Süher (Ed.). Reklam Teorileri, İstanbul: The Kitap Yayınları, s. 335 – 382.
  • Yurttaş, Özge U. (2021). “COVID-19 Pandemisi ve Kamu Spotu Reklamları Üzerine Bir İnceleme”, The Turkish Online Journal of Design, Art and Communication, 11 (1), s.213 – 231.
Toplam 54 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Cihan Becan 0000-0002-1289-1360

Yayımlanma Tarihi 31 Ağustos 2021
Gönderilme Tarihi 1 Temmuz 2021
Kabul Tarihi 29 Temmuz 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 11 Sayı: 4

Kaynak Göster

APA Becan, C. (2021). REKLAMDA BİR SOSYAL DUYGU OLARAK HÜZÜN ÇEKİCİLİĞİ: PANDEMİ DÖNEMİNDE YAYINLANAN REKLAMLARA YÖNELİK DUYGU ANALİZİ. Turkish Online Journal of Design Art and Communication, 11(4), 1239-1262.


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