Attitude of University Students Toward Advertising in the Context of the Effect of Advertising

Yelda Şenkal

Makale detayları

Attitude of University Students Toward Advertising in the Context of the Effect of Advertising

Yazarlar:

Yelda Şenkal

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi Vol.6 Issue 1, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001288212

pISSN:

2757-6035

Anahtar kelimeler:

Özet:

 Advertising is an important component in manifesting the needs of consumers and producers as well as in answering those needs. The fact that advertising can reach large audiences brings along its capacity to influence those audiences in various ways. Advertising is criticized as much as it is considered important and necessary, besides the positive or negative reactions of consumers manifest the attitude toward advertising. The aim of this research is to determine the attitudes of university students toward advertising as well as to determine the factors affecting that attitude. According to the results of the survey study conducted with 291 students using quantitative research methods; when the data is assessed in terms of department, it is observed that students majoring in Communications departments find advertisements more informative, more entertaining, more credible, more valuable and less irritating compared to students who are majoring in departments other than Communications. Undergraduate students find advertisements less informative and less persuasive compared to associate degree students and graduate students. When the relationship between subdimensions of advertising are examined, it is seen that entertainment and credibility as well as the value of advertising increase, and irritation decreases as the informativeness of the advertising increases; it is considered more credible and valuable and less irritating when it is found more entertaining. As the advertising is found less valuable, it is considered irritating.

 Advertising is an important component in manifesting the needs of consumers and producers as well as in answering those needs. The fact that advertising can reach large audiences brings along its capacity to influence those audiences in various ways. Advertising is criticized as much as it is considered important and necessary, besides the positive or negative reactions of consumers manifest the attitude toward advertising. The aim of this research is to determine the attitudes of university students toward advertising as well as to determine the factors affecting that attitude. According to the results of the survey study conducted with 291 students using quantitative research methods; when the data is assessed in terms of department, it is observed that students majoring in Communications departments find advertisements more informative, more entertaining, more credible, more valuable and less irritating compared to students who are majoring in departments other than Communications. Undergraduate students find advertisements less informative and less persuasive compared to associate degree students and graduate students. When the relationship between subdimensions of advertising are examined, it is seen that entertainment and credibility as well as the value of advertising increase, and irritation decreases as the informativeness of the advertising increases; it is considered more credible and valuable and less irritating when it is found more entertaining. As the advertising is found less valuable, it is considered irritating.

 Advertising is an important component in manifesting the needs of consumers and producers as well as in answering those needs. The fact that advertising can reach large audiences brings along its capacity to influence those audiences in various ways. Advertising is criticized as much as it is considered important and necessary, besides the positive or negative reactions of consumers manifest the attitude toward advertising. The aim of this research is to determine the attitudes of university students toward advertising as well as to determine the factors affecting that attitude. According to the results of the survey study conducted with 291 students using quantitative research methods; when the data is assessed in terms of department, it is observed that students majoring in Communications departments find advertisements more informative, more entertaining, more credible, more valuable and less irritating compared to students who are majoring in departments other than Communications. Undergraduate students find advertisements less informative and less persuasive compared to associate degree students and graduate students. When the relationship between subdimensions of advertising are examined, it is seen that entertainment and credibility as well as the value of advertising increase, and irritation decreases as the informativeness of the advertising increases; it is considered more credible and valuable and less irritating when it is found more entertaining. As the advertising is found less valuable, it is considered irritating.

 Reklam, tüketici ve üretici yönünden ihtiyaçların ortaya konulması ve bunlara yönelik cevapların verilebilmesinde önemli bir unsur olarak yer almaktadır. Reklamın geniş kitlelere ulaşabilmesi beraberinde bu kitleleri çeşitli yönlerden etkileme gücünü de getirmektedir. Reklam önemli ve gerekli görüldüğü kadar çeşitli eleştirilerle de değerlendirilmekte, tüketicilerin olumu ya da olumsuz tepkileri reklam tutumunu karşımıza çıkarmaktadır. Bu araştırmada Üniversite öğrencilerinin reklama karşı tutumlarını belirlemek ve tutum üzerinde etkili olan faktörleri saptamak amaçlanmıştır. Nicel araştırma yöntemleri kullanılarak 291 öğrenci ile anket çalışması yapılan araştırma sonuçlarına göre; bölüme dayalı olarak verilere bakıldığında iletişim bölümlerinde okuyan öğrencilerin, iletişim dışı bölümlerde okuyan öğrencilere göre reklamları daha bilgilendirici, eğlendirici, ikna edici, değerli buldukları ve daha az rahatsız edici olduğunu düşündüklerini görülmektedir. Lisans öğrencileri, ön lisans ve lisans üstü öğrencilerine oranla reklamları daha az bilgilendirici ve inandırıcı bulmaktadır. Reklamların alt boyutları ile ilgili ilişkiye bakıldığında bilgilendirmenin artması, reklamın eğlendiriciliği, inandırıcılığı ve değerini artırmakta rahatsız ediciliğini azaltmakta, eğlendirici bulundukça daha inandırıcı, değerli bulunmakta daha az rahatsız etmektedir. Reklamın değerli bulunması azaldıkça rahatsız edici bulunmaktadır.

Makale detayları

Attitude of University Students Toward Advertising in the Context of the Effect of Advertising

Yazarlar:

Yelda Şenkal

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi Vol.6 Issue 1, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001288212

pISSN:

2757-6035

advertising effect

attitude toward advertising

university students

relational researchReklam etkisi

reklam tutumu

üniversite öğrencileri

ilişkisel araştırma

Sayı

Makale detayları

Yazarlar: Yelda Şenkal

Yayıncı: Aydin Adnan Menderes University

Ana Başlıklar: İletişim ve Medya Çalışmaları

Dergi: Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi Vol.6 Issue 1, pp.82-100

Belge Tipi: Makale

Yayın Tarihi: 4/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001288212

pISSN: 2757-6035

Sayı

Yazarlar:

Yelda Şenkal

Yayıncı:

Aydin Adnan Menderes University

Ana Başlıklar:

İletişim ve Medya Çalışmaları

Dergi:

Uluslararası Medya ve İletişim Araştırmaları Hakemli Dergisi Vol.6 Issue 1, pp.82-100

Belge Tipi:

Makale

Yayın Tarihi:

4/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001288212

pISSN:

2757-6035