Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma

Çiğdem BAŞFIRINCI
2.237 1.177

Öz


Bu çalışmada, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, reklama (dolayısıyla da markaya) ilişkin olumlu tutum geliştirme üzerindeki rolü sosyal bilişsel teori ve öz-kimlik uyumu teorisi açısından incelenmiştir. Ayrıca, bir marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin reklama ilişkin olumlu tutum geliştirme üzerindeki rolünün, o ürüne duyulan ilgi düzeyinden etkilenip etkilenmediği de ayrıca araştırılmıştır. Araştırmada kalitatif metodoloji kullanılmış ve beş odak grup çalışması yürütülmüştür. Sonuçlar, marka kullanıcısının reklamdaki tipik tasvir ediliş biçiminin, öz-kimlik uyumu aracılığıyla reklam etkinliği yaratabileceğini göstermektedir. Araştırmanın sonuçlarına göre tüketiciler, reklamda izledikleri tipik marka kullanıcısında ideal kimliklerinin yansımasını görmeyi, aktüel kimliklerinin yansımasını görmeye tercih etmektedirler. Üstelik bu durum, ürüne duyulan ilgi seviyesi ne olursa olsun değişmemektedir. Bir başka ifadeyle, katılımcılar düşük seviyede ilgi duydukları ürünlerin reklamlarında bile, kendilerinin ideal kimliklerini yansıtan bir marka kullanıcı tasviri ile karşılaşmak istemektedirler. Bildiğimiz kadarıyla bu çalışma, bir reklamın gereken etkinliği yaratabilmesi için, reklamda yer verilen tipik marka kullanıcısının, hedef kitlenin ideal kimlik algısının yanısıra toplumsal cinsiyet algıları ile de uyumlu olması gerektiğini vurgulayan ilk çalışmalar arasındadır.

Anahtar kelimeler


Reklam Etkinliği, Tipik Marka Kullanıcısı, Özkimlik Uyumu Teorisi, Toplumsal Cinsiyet

Tam metin:

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DOI: http://dx.doi.org/10.18092/ijeas.32677

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