REKLAM BASIN İLANLARININ SAYFA TASARIMI TÜRLERİ VE BİLEŞENLERİNE GÖRE DEĞERLENDİRİLMESİ: 1959-2013 YILLARI ARASINA YÖNELİK BİR İÇERİK ANALİZİ

Yıl 2016, Cilt: 9 Sayı: 3, 144 - 161, 18.07.2016

Tanzer Ercanpolat , Hasan Kemal Suher , Yeşim Ulusu

https://doi.org/10.18094/si.42768

Öz

Türkiye’de son 50 yılda ‘reklam tasarımı’ alanında yaşanan gelişime ve değişime odaklanan bu çalışmada, Milliyet Gazetesi’nde 1959-2013 yılları arasında yayınlanan Arçelik markasının beyaz eşya kategorisine ait tüm basın ilanları, grafik tasarım kriterleri göz önüne alınarak içerik analizi yöntemiyle incelenmiştir.

İçerik analizi ile elde edilen verilerin yorumlanması sonucunda, 50 yıllık süreçte Türkiye’deki reklam basın ilanlarının sayfa düzeni türleri ve sayfa düzeni bileşenleri açısından yıllar içerisinde farklılaştığı tespit edilmiştir.

Anahtar Kelimeler

Reklam Tasarımı, Grafik Tasarım, Sayfa Tasarımı Bileşenleri, Sayfa Tasarımı Türleri

Kaynakça

• Arens F W (2006) Contemporary Advertising, McGraw Hill, New York.
• Arens F W, Weigold M F, Arens C (2011) Contemporary Advertising, McGraw, Amerika
• Assael H ve Kofron H J ve Burgi W (1967) Advertising Performance as a Function of Print Advertisement Characteristics, Journal of Advertising Research, 7, 20-26.
• Babbie E and Wagner W E ve Zaino J (2015) Adventures in Social Research, Data Analysis Using IBM SPSS Statistics, 9. Basım, Sage, Amerika.
• Batra R ve Ray L M (1983) Operationalizing Involvement as Depth and Quality of Cognitive Response”, Advances in Consumer Research, 10, 309-313.
• Belch E G, Belch M A (2015) Advertising and Promotion An Integrated Marketing Communications Perspective, McGraw Hill, Amerika.
• Berger A A (2000) Media and Communication Research Methods, Sage, California.
• Bilgin N (2006), Sosyal Bilimlerde İçerik Analizi, Teknik ve Örnek Çalışmalar, Siyasal Kitapevi, Ankara.
• Champlin S, Lazard A, Mackert M ve Pasch E K (2014) Perceptions of design quality: An eye tracking study of attention and appeal in health advertisements” Journal of Communicaiton in Healthcare, 7(4), 285-294.
• Feasley F G ve Stuart E W (1987) Magazine advertising layout and design: 1932-1982.” Journal of Advertising, 16(2) 20-25.
• Gökçe O (2006), İçerik Analizi Kuramsal ve Pratik Bilgiler, Siyasal Kitapevi, Ankara.
• Haberland G S ve Dacin P A (1992) The development of a measure to assess viewers' judgments of the creativity of an advertisement: A preliminary study, Advances in Consumer Research, 19, 817-825.
• Hendon D W (1973) How Mechanical Factors Affect Ad Perception Journal of Advertising Research, 13, 39-45.
• Holbrook M ve Lehmann (1980) Forms vs. Content in Predicting Starch Scores” Journal of Advertising Research, 20, 53-62.
• Jewler A J (1981) Creative Strategy in Advertising” Wadsworth Publishing Co, Belmont, CA.
• Kassarjian H H (1977) Content Analysis in Consumer Research, Journal of Consumer Research, 4(1), 8-18.
• Mayers, A. (2013) Introduction to Statistics and SPSS in Psychology, Pearson, Amerika.
• Moriarty S E (1986) Creative advertising: theory and practice, Englewood Cliffs, Prentice-Hall, NJ.
• Moriarty S E, Mitchell N, Wells W (2015) Advertising Principles & Practice, 10. Basım, Pearson Education, Amerika.
• O’Keefe D (2016) Persuasion Theory and Research, Sage, Amerika.
• Pallant J (2013), SPSS Survival Manual, A Step by Step Guide to Data Analysis Using IBM SPSS, 5. Basım, McGraw Hill, Amerika.
• Rossiter J D (1981) Predicting Starch Scores Journal of Advertising Research, 21, 64-66.
• Reid L, Rotfeld J H T ve Barnes H J (1984) Attention to Magazine Ads as Function of Layout Design Journalism Quarterly, 62, 439-441.
• Surlin H S ve Kosak H (1975) The Effect of Graphic Design in Advertising on Reader Ratings”, Journalism Quarterly, 52, 685-691.
• Zinkhan G M (1993) Creativity in advertising: Creativity in the Journal of Advertising, Journal of Advertising, 22, 1-4.