Türkiye’de Reklama Yönelik Genel Tutumun Değerlendirilmesi

Despite widespread literature on attitudes toward advertising in general, there is still need for country specific researches with big samples, especially in regards to developing economies. Current work (n=2004) focuses on the Turkish public attitudes toward advertising and the effect of beliefs and demography as differentiating factors. Turkish people’s perception of advertising falls between negative and neutral. They are more favorable towards advertising as institution than advertising as instrument, which were found to be the strongest predictors of attitudes toward advertising in general. In contrast to American-European mainstream, demographic factors have minor effect on the attitudes toward advertising in general.

Anahtar Kelimeler:

Advertising As Institution, Advertising As Instrument, Attitude, Attitude Toward Advertising

An Assesment of Public Attitudes Toward Advertising-in-General in Turkey

Reklama yönelik tutum araştırmalarının geniş yelpazesine rağmen özellikle gelişmekte olan ekonomilere yönelik, geniş örneklemli, ülke özelinde araştırmalara ihtiyaç olduğu gözlenmektedir. Bu çalışmanın amacı Türkiye’de insanların (n=2004) reklama yönelik tutumun ve reklamla ilişkili inançların tutuma olan etkisinin demografik faktörler üzerinden incelenmesidir. Türkiye’de insanların reklama yönelik algısı nötr ile olumsuz aralığındadır. Kurum olarak reklama yönelik tutumları reklamın uygulamalarına yönelik tutumlarına oranla daha olumludur. Kurum olarak reklama yönelik tutum aynı zamanda reklama yönelik genel tutumun diğer faktörler arasında da en güçlü belirleyicisidir. Avrupa-Amerika odaklı araştırmaların aksine, Türkiye’de reklama yönelik genel tutum bulgularına bakıldığında demografik faktörlerin etkisinin düşük düzeyde olduğu gözlemlenmiştir.

Keywords:

Kurum Olarak Reklam, Uygulama Olarak Reklam, Tutum, Reklama Yönelik Tutum,

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