REKLAMLARDA ÇEKİCİ MODEL KULLANIMININ VAMPİR ETKİSİ KAPSAMINDA GÖZ TAKİP TEKNİĞİYLE DEĞERLENDİRİLMESİ

Reklamlarda beşeri mesaj kaynağı olarak kullanılan çekici model ve ünlü kişi gibi ilgi çekici unsurlar, reklam izleyicisi ilgisinin tamamını ya da çoğunu çekerek ürün ve marka gibi diğer reklam unsurlarını gölgede bırakabilir. Vampir etkisi olarak ifade edilen bu durumda söz konusu ilgi çekici unsur, ürün ve markanın akılda kalıcılığını engelleyerek reklam etkinliğini düşürebilir. Bu araştırmada reklamlarda çekici model kullanımının vampir etkisine sebep olup olmadığı göz takip tekniği yardımıyla incelenmiştir. Ayrıca çekici model cinsiyeti ve reklam izleyicisi cinsiyetinin reklam etkinliği üzerindeki etkisi, vampir etkisi kapsamında ortaya çıkarılmaya çalışılmıştır. Araştırmada, reklamdaki çekici modele odaklanma süresi arttıkça, marka hatırlamama ihtimalinin %45,3 oranında arttığı tespit edilmiştir. Bu sonuç, reklamlarda çekici model kullanımının vampir etkisine sebep olabileceğini göstermiştir. Buna ek olarak elde edilen sonuçlar, çekici kadın modelin her iki cinsiyet üzerinde de vampir etkisi oluşturma ihtimalinin daha yüksek olabileceği yönünde olmuştur.

EVALUATION OF ATTRACTIVE MODEL USAGE IN ADVERTISEMENTS WITHIN THE CONTEXT OF VAMPIRE EFFECT BY USING EYE TRACKING TECHNIQUE

The attention-getting elements, such as attractive model and celebrity used as humane message sources in advertisements, may overshadow other ad elements such as product and brand by obtaining all or most of the attention of the audiences. In this situation, which is called a vampire effect, the relevant attention-getting element may decrease ad effectiveness by preventing the memorability of product and brand. In this research, whether attractive model usage in ads causes vampire effect or not was investigated using the eye-tracking technique. Besides, the impact of both the attractive model’s sex and ad audience’s sex on ad effectiveness was also tried to be revealed within the context of the vampire effect. In this research, it was found that as the fixation duration to the attractive model increases, the possibility of not recalling the brand increases by 45.3%. This result indicated that the use of attractive models in advertisements might cause a vampire effect. Besides, the results showed that an attractive female model in the ad might be more likely to create a vampire effect on both female and male audiences.

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