Reklamlarda Kullanılan Uyarı Etiketleri: Üniversite Öğrencileri Arasında Beden Memnuniyetsizliğini ve Fiziksel Görünüm Karşılaştırmasını Araştıran Bir Göz İzleme Çalışması

Öz

Reklamlarla yaratılan kusursuz bir güzelliğe sahip olma zorunluluğu, gençlerin üzerinde olumsuz etkilerde bulunmaktadır. Reklamlarda genellikle çok ince modeler ve modellerin bilgisayarla değiştirilmiş, rötuşlanmış ve inceltilmiş fotoğrafları ön plana çıkarılır. Rötuşlama ve dijital olarak mevcut beden görüntülerinin değiştirilmesiyle ideal güzellik yaratılmaktadır. İnsanlar kendi bedenlerini reklamlarda gördükleri bu kusursuz bedenlerle karşılaştırmaktadırlar. Özellikle genç kadınlar ve erkekler gördükleri bu mükemmel bedenler ile kendi bedenlerini karşılaştırmakta ve büyük memnuniyetsizlikler yaşamaktadırlar. Bu da ideal ölçülerde olmayan insanlar üzerinde anksiyeteye, depresyona, özgüven eksikliğine neden olabilmektedir. Reklamlarda yer alan kişilerin kusursuz fiziksel çekicilikleri, insanlar üzerinde olumsuz etkilere sahip olması sebebiyle üzerinde durulması gereken konulardan biridir. Deneysel bir tasarımla, göz izleme (eye-tracking) yöntemiyle genç kadın (40) ve erkeklerin (40) göz hareketleri kaydedilmiştir. Bu süreçte katılımcılar, uyarı etiketi olan ve uyarı etiketi olmayan reklamları görmüşlerdir. Erkek katılımcılar erkek modelin yer aldığı, kadın katılımcılar ise kadın modelin bulunduğu basılı reklama maruz kalmıştır. Deney sonunda katılımcılara Beden Memnuniyetsizliği Ölçeği (BDS) ve Fiziksel Görünüm Karşılaştırma Ölçeği (PACS) uygulanmıştır. Katılımcıların beden memnuniyetsizliği ve fiziksel görünümü karşılaştırma seviyeleri ile uyarılı ve uyarısız reklamda AOI odaklanmaları arasındaki ilişki ortaya konmuştur. Araştırmanın bulguları, gençler arasında beden memnuniyetsizliğinin yüksek olduğunu göstermiştir. Beden memnuniyetsizliğinin seviyesi, reklamdaki modelin herhangi bir bölümüne (beden ve yüz) daha fazla dikkat çekmede etkili değildir.

Anahtar Kelimeler

• Reklamlarda uyarı etiketi
• Göz izleme
• Beden memnuniyetsizliği
• Fiziksel görünüm karşılaştırması
• Beden imajı

Disclaimer Labels Used in Ads: An Eye-Tracking Study Exploring Body Dissatisfaction and Physical Appearance Comparison Among University Students

Öz

The necessity of having a perfect beauty created with advertisements has negative impacts on young people. Advertisements usually feature very slim models and their digitally altered, airbrushed and trimmed photos. Ideal beauty is created by retouching and changing digitally existing images. People compare their bodies to the perfect bodies in advertisements. Especially young women and men compare these perfect bodies with their own bodies and experience dissatisfaction. This may lead to anxiety, depression and lack of self-confidence in people who are not ideally sized. Since ideal beauty influences the audience, the physical attractiveness of people starring in advertisements is one of the subjects worth stressing. With an experimental design, the eye movements of young female (40) and male (40) participants were recorded using the eye-tracking method. During this process, participants saw advertisements with and without disclaimer labels. The male participants saw the print advertisement which included the male model, and the female participants saw the print advertisement which included the female model. At the end of the experiment, the Body Dissatisfaction Scale (BDS) and the Physical Appearance Comparison Scale (PACS) were applied to the participants. The relationship between the participants’ levels of body dissatisfaction and physical appearance comparison and their focus on Areas of Interest (AOI) in stimulated and non-stimulated advertising was revealed. The findings of the study showed that body dissatisfaction is high among young people and the level of body dissatisfaction did not affect more attention to any part of the model (body and face).

Anahtar Kelimeler

• Disclaimer label in ads
• Eye-tracking
• Body dissatisfaction
• Physical appearance comparison
• Body image

Kaynakça

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