Diital Reklamlara Bakış Açıları Bağlamında BabyBoobers ve Y Kuşağı Üzerinden Bir Değerlendirme

Bireylerin algıları, beklentileri, hayata bakış açıları ve davranışları zamana bağlı olarak değişmekte, aynı zaman diliminde dünyaya gelen bireylerin ortak bazı özelliklere sahip olması kuşak kavramını beraberinde getirmektedir. Yer ve zaman kısıtlaması olmaksızın kitlelere ulaşabilen dijital reklamlara örnek olarak, masaüstü bilgisayarlar ve mobil cihazlar vasıtası ile internet üzerinden kullanıcılara ulaşan e-postalar, sosyal medya ve arama motoru reklamları gibi reklam iletilerini örnek vermemiz mümkündür. Gündelik yaşamda bir arada yaşamak ve çalışmak zorunda olan dört kuşağa mensup bireylerin varlığı düşünüldüğünde, değişik dönemler ve koşullar içinde, farklı olanaklara sahip olarak yaşayan bireylerin dijital reklamlar dediğimiz yeni nesil reklamlara bakış açılarında da farklılıklar olacağı muhakkaktır. Yapılan bu çalışmada, iletişim ortamı olarak sabit telefonlarla büyüyüp yeni teknolojilere entegre olmaya çalışan BabyBoomer kuşağı bireyleri (1946-65) ve iletişim teknolojilerinin sunduğu olanakların var olduğu bir dünyada yetişen, yeni teknolojilerle büyüyüp 24 saat çevrimiçi olan özgürlükçü Y kuşağı bireylerinin (1980-1999) dijital mecralarda yayınlanan reklamlara karşı bakış açılarına, düşüncelerine ve tutumlarına yansıyan farklılıkların ortaya konulması amaçlanmıştır. Bu bağlamda araştırmada, nitel araştırma yöntemlerinden derinlemesine görüşme tekniği uygulanarak, yarı yapılandırılmış soru formlarında açık uçlu sorulara yer verilmiştir. Örneklem olarak alınan, değişik demografik özelliklere sahip BabyBoomers ve Y kuşağı üyelerinden 16 kişi ile yüz yüze görüşmeler yapılmıştır.

Evaluation Overthe “BabyBoomers” and “Y” Generation in the Context of Perspective Towardsthe Digital Advertisement

Individuals perceptions, expectations, perspective on life and behaviours change depending on generation. The concept of generation comes with the individuals who were born at the same, sharing the common sense. It’s possible to give the advertisement prompts which don’t have any time and place restriction and reach users by e-mails, social media and search engines via computers and mobile devices as an example. When the existence of individuals belonging to one of four different generations living and working at the same environment considered. The individuals of different conditions, periods and opportunities will surely have a different point of view to the digital advertisements which is called as new generation advertisements. This study aims to reveal the differences of Baby boomers generation individuals’, raised with the land phones as a communication medium and trying to get adapted to the new technologies (1946-65) and 24 hours online, libertarian Y generation individuals’ raised in a World with the opportunities of communication technologies, point of views, thoughts and attitudes towards the advertisements issued online. In this context, qualitative research method in-depth interview is applied, semi-structured and open-ended questions are used. For example, the interviews with 16 individuals of baby boomer and Y generation with various demographic characteristicsare made one-on-one.

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ISSN: 2667-5617
Yayın Aralığı: Yılda 6 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ