Understanding of Advertising and Consumer Behaviour from The Perspective of Graphic Design

Gökçin Çubukcu; Güler Ertan

Makale detayları

Understanding of Advertising and Consumer Behaviour from The Perspective of Graphic Design

Yazarlar:

Gökçin Çubukcu | Güler Ertan

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Akademik Sanat Issue 23, pp.87-113

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001338482

pISSN:

2458-8776

Anahtar kelimeler:

Özet:

 The principal objective of this study is to examine the effects of advertisement transmission on consumers perceptions and behaviours by focusing on the role of advertisements in message transmission and the approach of graphic design in this process.A further aim is to enable individuals in the field of graphic design to better grasp the basic concepts. The study employed a multifaceted approach encompassing a comprehensive literature review of the advertising industry, an analysis of brand logos across diverse sectors, a case study of logo changes, and an examination of advertising campaigns, films, and media news. This comprehensive review was then integrated with the insights from in-depth interviews with advertising agencies and consumer questionnaires, leveraging both qualitative and quantitative research methods. The studys findings indicated that the majority of participants purchased the necessary products, and advertisements were found to be effective in influencing the purchase of food products. The presence of humour and affordable price messages in advertisements was found to have a significant impact on consumers. In light of the increasing importance of digital media and the evolving consumer behaviour, the study emphasised the effectiveness and significance of graphic design in the advertising sector.In conclusion, the findings of this study highlight the importance of graphic design and advertising in the contemporary context.

 The principal objective of this study is to examine the effects of advertisement transmission on consumers perceptions and behaviours by focusing on the role of advertisements in message transmission and the approach of graphic design in this process.A further aim is to enable individuals in the field of graphic design to better grasp the basic concepts. The study employed a multifaceted approach encompassing a comprehensive literature review of the advertising industry, an analysis of brand logos across diverse sectors, a case study of logo changes, and an examination of advertising campaigns, films, and media news. This comprehensive review was then integrated with the insights from in-depth interviews with advertising agencies and consumer questionnaires, leveraging both qualitative and quantitative research methods. The studys findings indicated that the majority of participants purchased the necessary products, and advertisements were found to be effective in influencing the purchase of food products. The presence of humour and affordable price messages in advertisements was found to have a significant impact on consumers. In light of the increasing importance of digital media and the evolving consumer behaviour, the study emphasised the effectiveness and significance of graphic design in the advertising sector.In conclusion, the findings of this study highlight the importance of graphic design and advertising in the contemporary context.

 The principal objective of this study is to examine the effects of advertisement transmission on consumers perceptions and behaviours by focusing on the role of advertisements in message transmission and the approach of graphic design in this process.A further aim is to enable individuals in the field of graphic design to better grasp the basic concepts. The study employed a multifaceted approach encompassing a comprehensive literature review of the advertising industry, an analysis of brand logos across diverse sectors, a case study of logo changes, and an examination of advertising campaigns, films, and media news. This comprehensive review was then integrated with the insights from in-depth interviews with advertising agencies and consumer questionnaires, leveraging both qualitative and quantitative research methods. The studys findings indicated that the majority of participants purchased the necessary products, and advertisements were found to be effective in influencing the purchase of food products. The presence of humour and affordable price messages in advertisements was found to have a significant impact on consumers. In light of the increasing importance of digital media and the evolving consumer behaviour, the study emphasised the effectiveness and significance of graphic design in the advertising sector.In conclusion, the findings of this study highlight the importance of graphic design and advertising in the contemporary context.

 Bu çalışmanın temel amacı, reklamların mesaj iletimindeki rolünü ve grafik tasarımın bu süreçte sergilediği yaklaşımı merkeze alarak, reklam iletiminin tüketicilerin algıları ve davranışları üzerindeki etkilerini incelemektir. Ayrıca grafik tasarım alanındaki bireylerin temel kavramları daha iyi kavramaları da hedeflenmektedir. Yöntem olarak; reklam endüstrisi ile ilgili literatür taraması yapılmasının ardından, konunun görsel örnekler üzerinden daha iyi aktarılabilmesi adına, farklı sektörlerde faaliyetlerini sürdüren markaların logoları, logo değişim örnekleri, reklam kampanyaları, reklam filmleri ve medya haberleri detaylı bir şekilde analiz edilerek çalışmaya eklenmiştir. Ayrıca, reklam ajanslarıyla yapılan derinlemesine mülakatlar ve tüketicilere uygulanan anketler olmak üzere hem nitel araştırma yöntemlerinden uzman görüşlerine dayalı yüz yüze mülakat tekniği hem de nicel araştırma yöntemlerinden anket uygulaması bir arada kullanılmıştır. Araştırmanın bulguları, katılımcıların çoğunluğunun ihtiyaç duydukları ürünleri satın aldığını ve reklamların gıda ürünlerinin satın alınmasında etkili olduğunu ortaya koymuştur. Reklamlarda kullanılan mizah unsurlarının ve uygun fiyat mesajlarının tüketiciler üzerinde belirgin etkisi tespit edilmiştir. Özellikle dijital medyanın yükselişi ve tüketici davranışlarının sürekli değişimi dikkate alındığında, grafik tasarımın reklam sektöründeki etkinliği ve önemi de vurgulanmıştır. Sonuç olarak, bu bulgular ışığında, reklamcılık ve grafik tasarım disiplinlerinin entegrasyonunun marka iletişiminin etkinliğini artırmada kritik bir rol oynadığı sonucuna ulaşılmıştır.

Makale detayları

Understanding of Advertising and Consumer Behaviour from The Perspective of Graphic Design

Yazarlar:

Gökçin Çubukcu | Güler Ertan

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Akademik Sanat Issue 23, pp.87-113

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001338482

pISSN:

2458-8776

Graphic design

advertising

brand

consumer

perceptionGrafik tasarım

reklam

marka

tüketici

algı

Sayı

Makale detayları

Yazarlar: Gökçin Çubukcu | Güler Ertan

Yayıncı: Ankara Hacı Bayram Veli University

Ana Başlıklar: Görsel Sanatlar (Diğer)

Dergi: Akademik Sanat Issue 23, pp.87-113

Belge Tipi: Makale

Yayın Tarihi: 12/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001338482

pISSN: 2458-8776

Sayı

Yazarlar:

Gökçin Çubukcu | Güler Ertan

Yayıncı:

Ankara Hacı Bayram Veli University

Ana Başlıklar:

Görsel Sanatlar (Diğer)

Dergi:

Akademik Sanat Issue 23, pp.87-113

Belge Tipi:

Makale

Yayın Tarihi:

12/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001338482

pISSN:

2458-8776