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Gün geçtikçe daha çekişmeli bir hale gelen marka savaşları, reklamlarda da kendini göstermektedir. Firmalar reklamlarında, gerek doğrudan gerekse dolaylı olarak rakip markalarla mücadele etmektedirler. Karşılaştırılmalı reklam olarak adlandırılan bu reklam yaklaşımında, firmalar kendi üstün yönleri hakkında bilgi vererek müşterilere ürün tercihleri konusunda destek olurken doğrudan veya ima yoluyla rakip markayı kötüleyerek haksız rekabete sebep olabilmektedirler. Çalışmada amaç, doğrudan ve dolaylı karşılaştırmalı reklamların etkinlikleri açısından kıyaslanmasıdır. Bu bağlamda öncelikle katılımcılara izletilecek videoların belirlenebilmesi için doküman incelemesi yoluyla sosyal medyada yer alan, Türkiye ve Amerika yapımı reklamlar incelenmiştir. İnceleme sonucunda çalışmanın amacına uygun olarak reklam filminde, posterlerde, billboardlarda vs. yer alan altı adet doğrudan altı adet de dolaylı karşılaştırmalı reklam belirlenmiş ve katılımcılara izletilmiştir. Veri toplama yöntemi olarak Görüşme Formu Yaklaşımı ile yedi kadın, yedi erkek katılımcının, reklama yönelik, reklamda verilen bilgilere yönelik, reklam veren markaya yönelik ve satın alma niyetine yönelik tutumları elde edilmiştir. Elde edilen veriler doğrultusunda betimsel analiz gerçekleştirilmiştir. Analiz sonucunda, doğrudan karşılaştırmalı reklamların tüketiciler açısından olumlu karşılandığı ve Türkiye’de de gerekli yasal düzenlemelerle doğrudan karşılaştırmalı reklamların önünün açılmasının talep edildiği görülmektedir.
The brand wars, which are becoming more controversial over the day, are also showing themselves in advertisements. Companies are struggling directly or indirectly with competing brands in advertising. In this advertising approach, called comparable advertising, companies can lead to unfair competition by giving information about their superiorities while supporting customers about their product preferences directly or through the image by deteriorating the competitive brand. The purpose of the study is to compare the effects of direct and indirect comparative advertisements. In this context, advertisements made by Turkey and the United States, which are on social media through document review to determine the videos to be viewed to the participants, were first studied. According to the purpose of the study, six direct and six indirect comparative ads included in the advertising film, poster, billboard, etc. were identified and followed to the participants. As a method of data collection, the Conversation Form Approach has achieved the attitudes of seven women, seven male participants, toward advertising, toward the information provided in advertising, toward the advertising brand and toward the intention of purchasing. A visual analysis was carried out according to the data obtained. The analysis shows that direct comparative advertisements are welcomed positively from the consumer’s point of view and in Turkey it is required to open the front of direct comparative advertisements with the necessary legal regulations.
Brand battles, which are becoming more and more contentious day by day, also show themselves in advertisements. Companies are competing with competing brands both directly and indirectly in their advertisements. In this advertising approach, which is called comparative advertising, companies provide information about their superior aspects and support customers in their product choices while it can lead to unfair competition by directly or indirectly implying the competing brand. The aim of the study is to compare direct and indirect comparative ads in terms of their effectiveness. In this context, primarily, advertisements that are taking part in social media and made by Turkey and USA were examined through document analysis, to determine the videos that will be watched by participants. As a result of the examination, in accordance with the purpose of study six direct and indirect comparative advertisements that are taking part in advertisement films, posters, billboards, etc. were determined, and watched by participants. Through Interview Form Approach as a data collection method, attitudes of seven female and seven male participants towards advertising, the information is given in advertisements, advertising brand, and purchase intention were obtained. Descriptive analysis was performed in accordance with the obtained data. At the end of the analysis, it has seen that direct comparative advertisements are welcome by consumers and make a request to let direct comparative advertisements, with essential legal regulations, also in Turkey.
Field : Filoloji; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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