Özet:

Today, when advertising movies have become an important tool to reach consumers, companies are trying to competitive superiority using different advertising strategies and effective advertising attractions. In consumer-indicated marketing understanding, the use of neuroscience, which aims to better measure and understand consumer attitudes and behaviors, in marketing research is increasing every day. In this study; the effectiveness of four different types of advertising films, including humor, fear, emotionality, and sexuality, 50 participants, including 25 men and 25 women, were studied using the observation and survey method and the findings were compared. The three-stage study examined the reactions of advertising films in consumers and how they influence the attitudes of attraction and sending the desired message, gaining likes, memorability, brand and purchasing. In the first stage, the 1st survey app was conducted in order to determine the participant’s demographic structures, ad films, and ad media attitudes. In the second phase, the participants watched the selected advertising films and followed the study and immediately afterwards the effect of the advertising attractions and advertising components, the points attracted and liked, the memorability of the brand and logo, the 2nd survey app was made. In the third phase, seven days after the monitoring work, the same participants were subjected to the 3rd survey on the memorability of the advertisements watched and the status of the product/brand attitude creation. As a result, different advertising attractions have been effective in attracting the consumer’s interest and in this increased advertising and product/brand memorable awareness, and it has been more noticeable that the brands and logos are not placed in the middle of the screen in advertising films. It has also been found that the use of humor and emotionality in advertisements is more liked while changing according to social structure.

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