Abstract:

Emojis, which in Japan means painting character, appeared at the end of the 20th century and became quite popular worldwide. Emojis designed primarily for mobile phones are widely used in many different channels for the purpose of transmitting emotional expressions as a wordless communication element. In this direction, the brands are trying to get within the flow of use of emoji in communication and often place emoji in communication with their target audience. From here, the main purpose of the work is to reveal the possible impact of the use of emoji in advertising on the memorability of the advertising message. This study, within a real experimental pattern, has a experimental pattern with the final-test control group. In the study, data were obtained from 240 participants identified by the purpose sample method. In light of the data obtained, the study was conducted Ki-Kare (2x2 and RxC) and Cross-Table Analysis in order to reveal whether the use of emoji in advertising creates a difference in advertising memory. Analysis found that the product, brand, title and body text memories in printed advertisements containing emoji were higher than the same advertisement was emojis.

Keywords:

Abstract:

Emoji, which means pictorial character in Japanese, emerged in the late 20th century and has become highly popular worldwide. Emojis which are mainly designed for mobile phones are being used in several different channels in a highly widespread manner with the purpose of transmitting emotional expressions as elements of non-verbal communication. Brands also try to be included in this movement and include emojis in the communication they establish with their target audience. Based on this, the main purpose of the study is to reveal the possible effects of the use of emojis in advertisements on the memorability of the advertising message. This study has a post-test only control group design in true experimental design. The data were obtained from 240 participants determined by purposive sampling. Chi-Square (2x2 and RxC) Tests and Cross-Table Analysis were conducted in order to determine whether the use of emoji in advertisements makes a difference in advertising recall. As a result of the analysis, it was determined that the memorability of the product, brand, title and body copy of printed advertisements with emojis was found to be higher than those without emojis.