KİBARCA ANLATIR MISIN? REKLAM DİLİ VE REKLAMA KARŞI TUTUM ÜZERİNE BİR ARAŞTIRMA1

Reklamların kullandığı dil, bize o ürünü sevdiriyor, satın almamızı sağlıyor mu? Bizi o ürünü alırken risk de almaya teşvik ediyor mu? Bu soruları yanıtlamak için bu çalışmada yer alan kibarlık teorisi reklam mesajlarına uygulanmış ve reklam tutumları ölçülmüştür. Yapılan beş çalışmada reklamda kullanılan kibar dilin, kontrol reklama kıyasla daha olumlu reklam ve ürün tutumuna yol açtığı görülmektedir. Kibar dil, reklamdaki negatif, zorlayıcı bir dil kullanımından dolayı oluşan reklama ve ürüne karşı olan direnci kırmış, daha pozitif tutum olarak ortaya çıkmıştır. Kibar dilin daha doğru, inanılır, daha kolay anlaşılır şekilde tutuma yol açtığı ve algılanan ürün riskini azaltmış olduğu gözlemlenmiştir. Reklam mesajının kibar dil ile kırılan direnç karşısında katılımcılar tarafından daha iyi gözlemlendiği, dolayısıyla reklama karşı tutum geliştirmeden önce dikkatin ürüne ve ürünün vermek istediği mesaja çekildiği görülmüştür.

CAN YOU SAY IT POLITELY? A RESEARCH ON ADVERTISING LANGUAGE AND ATTITUDES TOWARDS ADVERTISING

Does the language used in advertisements make us both like and buy the product? Does it make us take risks to buy the product? To answer these questions, this study measures politeness theory on advertisements and advertising attitudes. Five studies showed that a polite language usage creates more positive attitude towards the advertisement, as well as attitude towards the product. A polite tone sets the resistance towards coercive and negative language and revealed a more positive attitude. It is observed that a polite tone is believed to be more trustworthy, easier to understand, and reduced the perceived risk of the product that is to be bought. Due to the polite language, participants could observe the advertisement better while focus is increased on the product and the message of the product wants to send.

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