Abstract:

Today, where digital applications in advertising are gaining momentum, brands are trying to reach their consumers and create optimum awareness of the brand by developing many different creative applications, differentiating communication channels, and trying different methods. These efforts include the increasingly popular virtual reality experience and advertising applications, advertising activities in metaverse environments, advertising activities on mobile applications and in-game advertising. In addition, the effect of each application developed on consumers becomes debatable as technology constantly provides new environments and applications. Within the scope of this research, it has been discussed how the presentation of two-dimensional banner type ads, which have turned into a traditional structure in the web environment, in the virtual reality environment has an effect on remembering the advertisement. In this context, an experimental research was designed for students studying at the faculty of communication (N=40). Within the scope of the experiment, the text, visual and color design elements in all of the two-dimensional banner ads were controlled and it was examined whether the difference in the environment/media creates a difference between the groups. As a result of the research, there was no significant difference between the groups in terms of remembering the advertisement when the text and visual design elements were controlled [F(grup) 1=.129, p>0.05; F(group) 1=.167, p>0.05], but a significant difference was found when the color-related design elements were controlled [F(group) 1=5.989, p<0.05]. As a result of further tests, a positive difference was detected in the control group [x̄(web based-virtual reality)= 6.761; p<0.05], while a negative difference was detected in the experimental group [x̄(virtual reality-web based)= -6.761; p<0.05]. Therefore, it was concluded that the two-dimensional banner type advertisement in the web environment had a positive effect on the recall levels of the advertisement in the subjects exposed to the advertisement compared to the two-dimensional banner-type advertisement in the virtual reality environment.

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