Advertising and The Strategy of Mere Exposure in The Construction of Consumer Society

Duygu Kızıldemir; Meryem Dilek

Makale detayları

Advertising and The Strategy of Mere Exposure in The Construction of Consumer Society

Yazarlar:

Duygu Kızıldemir | Meryem Dilek

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Grafik Tasarımı

Dergi:

D-Sanat Vol.1 Issue 10, pp.479-499

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001358615

pISSN:

2757-8011

Anahtar kelimeler:

Özet:

 Modern society is transforming into a consumption-oriented structure and the identities of individuals in this order are shaped through consumption. This consciously produced form of society is called the consumer society. In this study, consumption society, advertisements, mere exposure strategy and the effects of this strategy on consumer behavior are evaluated. In the evaluations made, it is seen that advertisements shape consumers purchasing tendencies, transform their consumption habits, and repeated advertisements develop positive attitudes by creating brand familiarity in consumers through a mere exposure strategy. The study draws attention to the fundamental role of advertising strategies in ensuring the continuity of consumer culture and makes original contributions to the literature in this field. The findings of the study enable the development of new approaches to the links between consumer society and advertising.

 Modern society is transforming into a consumption-oriented structure and the identities of individuals in this order are shaped through consumption. This consciously produced form of society is called the consumer society. In this study, consumption society, advertisements, mere exposure strategy and the effects of this strategy on consumer behavior are evaluated. In the evaluations made, it is seen that advertisements shape consumers purchasing tendencies, transform their consumption habits, and repeated advertisements develop positive attitudes by creating brand familiarity in consumers through a mere exposure strategy. The study draws attention to the fundamental role of advertising strategies in ensuring the continuity of consumer culture and makes original contributions to the literature in this field. The findings of the study enable the development of new approaches to the links between consumer society and advertising.

 Modern society is transforming into a consumption-oriented structure and the identities of individuals in this order are shaped through consumption. This consciously produced form of society is called the consumer society. In this study, consumption society, advertisements, mere exposure strategy and the effects of this strategy on consumer behavior are evaluated. In the evaluations made, it is seen that advertisements shape consumers purchasing tendencies, transform their consumption habits, and repeated advertisements develop positive attitudes by creating brand familiarity in consumers through a mere exposure strategy. The study draws attention to the fundamental role of advertising strategies in ensuring the continuity of consumer culture and makes original contributions to the literature in this field. The findings of the study enable the development of new approaches to the links between consumer society and advertising.

 Modern toplum, tüketim odaklı bir yapıya dönüşmekte ve bu düzende bireylerin kimlikleri tüketim üzerinden şekillenmektedir. Bilinçli olarak üretilen bu toplum biçimi tüketim toplumu olarak isimlendirilmektedir. Bu çalışmada, tüketim toplumu, reklamlar, salt maruz bırakma stratejisi ve bu stratejinin tüketici davranışlarına etkileri değerlendirilmektedir. Yapılan değerlendirmelerde, reklamların tüketicilerin satın alma eğilimlerini şekillendirdiği, tüketim alışkanlıklarını dönüştürdüğü ve tekrarlanan reklamların, salt maruz bırakma stratejisiyle tüketicilerde marka aşinalığı yaratarak olumlu tutumlar geliştirdiği görülmektedir. Çalışmada, reklam stratejilerinin, tüketim kültürünün sürekliliğini sağlamadaki temel rolüne dikkat çekilmekte ve bu alanda literatüre özgün katkılar sunulmaktadır. Çalışmanın bulguları, tüketim toplumu ile reklamcılık arasındaki bağlantılara ilişkin yeni yaklaşımlar geliştirilmesine olanak tanımaktadır.

Makale detayları

Advertising and The Strategy of Mere Exposure in The Construction of Consumer Society

Yazarlar:

Duygu Kızıldemir | Meryem Dilek

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Grafik Tasarımı

Dergi:

D-Sanat Vol.1 Issue 10, pp.479-499

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001358615

pISSN:

2757-8011

Visual Communication

Consumer Behaviour

Advertising

Advertising Strategies

Mere Exposure Theory.Görsel İletişim

Tüketici Davranışları

Reklam

Reklam Stratejileri

Salt Maruz Bırakma Teorisi.

Sayı

Makale detayları

Yazarlar: Duygu Kızıldemir | Meryem Dilek

Yayıncı: Kütahya Dumlupinar University

Ana Başlıklar: Grafik Tasarımı

Dergi: D-Sanat Vol.1 Issue 10, pp.479-499

Belge Tipi: Makale

Yayın Tarihi: 9/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001358615

pISSN: 2757-8011

Sayı

Yazarlar:

Duygu Kızıldemir | Meryem Dilek

Yayıncı:

Kütahya Dumlupinar University

Ana Başlıklar:

Grafik Tasarımı

Dergi:

D-Sanat Vol.1 Issue 10, pp.479-499

Belge Tipi:

Makale

Yayın Tarihi:

9/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001358615

pISSN:

2757-8011