21. Yüzyılda Dijital Reklam Okuryazarlığının Türkiye İçin Önemi

Öz

21. yüzyıl, hedef kitlesini istenilen yönde düşünme, davranma ve yaşama konusunda ikna etmek amacıyla onlara ulaşmak için mümkün olabilecek her kanalı kullanan çeşitli reklam türleri ile sarmalanmış bir dünyada insanların yaşamlarını sürdürdüğüne ve reklam endüstrisinin dijital teknolojilerin sağladığı olanakların yardımı ile birlikte her geçen gün ilerleme kaydettiğine tanıklık etmektedir. Bu sebeple, bu yüzyılda insanların bu ilerlemenin gerisinde kalmaktan kaçınmaları ve dijital reklamlara açık veya gizil biçimde yerleştirilmiş olan herhangi bir ikna edici mesaj karşısında kendilerini savunmak ve güçlendirmek için gerekli becerileri kazanmaları önem arz etmektedir. Türkiye açısından duruma bakıldığında, dijital reklam yatırımı ve harcamaları oranının son zamanlarda önemli düzeyde artış sergilediği görülmektedir ve dijital ortamlarda daha fazla zaman geçirmeye başlayan insanların da bu durumdan ötürü dijital reklamın sayısız ve farklı türleri ile karşılaşma olasılığının artması söz konusu olabilmektedir. Bu bakış açısından hareketle, değerlendirme türündeki bu çalışma konuya ilişkin öncül araştırmaların bulguları ışığında dijital reklam okuryazarlığının önemini Türkiye bağlamında tartışmayı amaç edinmektedir.

Anahtar Kelimeler

• reklamcılık
• dijital reklamcılık
• reklam okuryazarlığı
• Türkiye
• Değerlendirme

The Necessity of Digital Advertising Literacy for Turkey in the 21st Century

Öz

The 21st century witnesses that people live in a world intertwined with various kinds of advertising, which utilize any possible channel to reach its audience to persuade them to think, behave and live in the desired way, and that the advertising industry progresses further each passing day with the help of opportunities provided by digital technologies. Therefore, it is vital for the people in this century to avoid falling behind this progress and develop the necessary skills to defend and empower themselves against any persuasive messages embedded explicitly or implicitly in digital advertisements. When Turkey is considered, it is seen that the rates of digital ad investments and spending have shown a considerable increase lately, resulting in a possible increase in the probability of people encountering numerous and different types of digital advertising during their time spent online, which has also increased dramatically in recent years. From this point of view, drawing from some preliminary research, this paper attempts to discuss the necessity of digital advertising literacy in the context of Turkey.

Anahtar Kelimeler

• advertising
• digital advertising
• advertising literacy
• Turkey
• review

Kaynakça

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