Reklamlarda Mizah, Güven ve Müdahalecilik İlişkisi

Yıl 2022, Cilt: 1 Sayı: 2, 130 - 149, 07.01.2023

Murat Hakan Altıntaş , Can Efecan Akhan , Feride Bahar Işın , Rene Dentiste Mueller

Öz

Bu çalışmanın temel amacı, tüketicilerin reklamlardaki mizahi algılarının reklamlara yönelik tutumlar üzerindeki etkisini araştırmaktır. Yüzlerce yıldır, tüketicilerin ürünlere ve markalara karşı tutumlarını etkilemek için reklam kullanılmaktadır. Burada temel amaç, deneme ve satın alma eğilimi yaratarak, ikna yoluyla tüketicilerin algısını oluşturmaktır. Mizah, satın alma kararlarını etkileyen en etkili unsurlardan biridir. Bir reklamın mizahiliği, tüketicilerin mizah anlayışı üzerinde doğrudan ve dolaylı etkilere sahip olabilir ve reklamlara yönelik tutumları etkiler. Analiz sonuçları, mizah duygusunun bir reklamın mizahilik algısını olumlu yönde etkilediğini göstermektedir. Ayrıca güven, reklama yönelik tutumu olumlu etkilerken, reklamın mizahi algısı, reklamlara yönelik tutumu olumlu yönde etkilemektedir.

Anahtar Kelimeler

Mizah, Müdahalecilik, Güven, Reklam

The Relationship of Humor, Trust, and Intrusiveness in Advertising

Öz

The main purpose of this study is to investigate the effects of consumers’ perceptions of humorous advertising in ads. For hundreds of years, advertising has affected consumers’ attitudes toward products and brands. The main goal is to induce consumers’ perception through persuasion by creating a tendency to try and buy. Humor is one of the most effective elements influencing purchase decisions. The humorousness of an ad may have direct and indirect effects on consumers’ sense of humor and impacts attitudes toward ads. Analysis results suggest that a sense of humor positively affects the perception of the humorousness of an advertisement. Also, trust positively affects attitudes toward advertising, while the perception of ad humorousness positively affects attitudes toward ads.

Kaynakça

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