EXAMINATION OF ADVERTISEMENTS ON A CHILDREN'S CHANNEL IN TERMS OF PERSUASION TECHNIQUES: CARTOON NETWORK EXAMPLE

Kevser Tozduman Yaralı

Article Details

EXAMINATION OF ADVERTISEMENTS ON A CHILDREN'S CHANNEL IN TERMS OF PERSUASION TECHNIQUES: CARTOON NETWORK EXAMPLE

Authors:

Kevser Tozduman Yaralı

Publisher:

Istanbul Ticaret University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.29-49

Document Type:

Article

Publication Date:

10/2023

Document Language:

Turkish

Document ID (Org No.):

2001301116

pISSN:

2636-753X

Keywords:

Abstract:

 Advertising has a great impact on childrens development and structuring social norms. Today, the boundary between advertising and entertainment has blurred. Since it is difficult for children to distinguish between commercial and entertainment media content due to the integration of advertising content with the content on many media platforms, it is aimed in this study to examine the advertisements broadcast on a childrens channel in terms of persuasion tactics. In addition, the advertisements were examined in terms of the target audience, the characters involved, the type of advertisement, the tactics used and the sector. Content analysis was carried out in the research using qualitative model and case design. As a result of the study, it was determined that he used many persuasion tactics such as big promiseclaim, superhuman, reward, story and game in the advertisements broadcast on the childrens channel. In addition, examples of persuasion models in the examined advertisements are given. It is considered important to be conscious of advertising content and features and to provide children with advertising literacy skills, since the way children process advertisements, unlike adults, is more automatic and through emotional reactions.

 Advertising has a great impact on childrens development and structuring social norms. Today, the boundary between advertising and entertainment has blurred. Since it is difficult for children to distinguish between commercial and entertainment media content due to the integration of advertising content with the content on many media platforms, it is aimed in this study to examine the advertisements broadcast on a childrens channel in terms of persuasion tactics. In addition, the advertisements were examined in terms of the target audience, the characters involved, the type of advertisement, the tactics used and the sector. Content analysis was carried out in the research using qualitative model and case design. As a result of the study, it was determined that he used many persuasion tactics such as big promiseclaim, superhuman, reward, story and game in the advertisements broadcast on the childrens channel. In addition, examples of persuasion models in the examined advertisements are given. It is considered important to be conscious of advertising content and features and to provide children with advertising literacy skills, since the way children process advertisements, unlike adults, is more automatic and through emotional reactions.

 Advertising has a great impact on childrens development and structuring social norms. Today, the boundary between advertising and entertainment has blurred. Since it is difficult for children to distinguish between commercial and entertainment media content due to the integration of advertising content with the content on many media platforms, it is aimed in this study to examine the advertisements broadcast on a childrens channel in terms of persuasion tactics. In addition, the advertisements were examined in terms of the target audience, the characters involved, the type of advertisement, the tactics used and the sector. Content analysis was carried out in the research using qualitative model and case design. As a result of the study, it was determined that he used many persuasion tactics such as big promiseclaim, superhuman, reward, story and game in the advertisements broadcast on the childrens channel. In addition, examples of persuasion models in the examined advertisements are given. It is considered important to be conscious of advertising content and features and to provide children with advertising literacy skills, since the way children process advertisements, unlike adults, is more automatic and through emotional reactions.

 Reklamların çocukların gelişimleri üzerindeki ve sosyal normları yapılandırmadaki etkisi büyüktür. Günümüzde reklamcılık ile eğlence arasındaki sınır bulanıklaşmıştır. Reklam içeriklerinin birçok medya platformundaki içeriklere entegrasyonu nedeniyle ticari ve eğlence amaçlı medya içeriğinin çocuklar tarafından ayırt edilmesi zorlaşmış olduğundan, bu çalışmada bir çocuk kanalında yayımlanan reklamların ikna taktikleri açısından incelenmesi amaçlanmıştır. Bunun yanı sıra reklamlar hedef kitle, rol alan karakterler, reklam türü, kullanılan taktik ve sektör açısından da incelenmiştir. Nitel model ve durum deseni kullanılan araştırmada içerik analizi yapılmıştır. Çalışmanın sonucunda çocuk kanalında yayımlanan reklamlarda özellikle büyük vaatiddia, süper insan, ödül, hikâye ve oyun gibi birçok ikna taktiği kullandığı belirlenmiştir. Ayrıca incelenen reklamlardaki ikna modellerine de örnekler verilmiştir. Çocukların reklamları işlemleme biçimleri yetişkinlerden farklı olarak daha çok otomatik, duygusal tepkiler yoluyla olduğundan reklam içerik ve özelliklerine karşı bilinçli olmak ve reklam okuryazarlığı becerilerini çocuklara kazandırmak önemli görülmektedir.

Article Details

EXAMINATION OF ADVERTISEMENTS ON A CHILDREN'S CHANNEL IN TERMS OF PERSUASION TECHNIQUES: CARTOON NETWORK EXAMPLE

Authors:

Kevser Tozduman Yaralı

Publisher:

Istanbul Ticaret University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.29-49

Document Type:

Article

Publication Date:

10/2023

Document Language:

Turkish

Document ID (Org No.):

2001301116

pISSN:

2636-753X

Advertising

persuasion techniques

children and mediaReklam

ikna teknikleri

çocuk ve medya

Issues

Article Details

EXAMINATION OF ADVERTISEMENTS ON A CHILDREN'S CHANNEL IN TERMS OF PERSUASION TECHNIQUES: CARTOON NETWORK EXAMPLE

Authors: Kevser Tozduman Yaralı

Publisher: Istanbul Ticaret University

Main Topics: İletişim ve Medya Çalışmaları

Journal: Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.29-49

Document Type: Article

Publication Date: 10/2023

Document Language: Turkish

Document ID (Org No.): 2001301116

pISSN: 2636-753X

Advertising

persuasion techniques

children and mediaReklam

ikna teknikleri

çocuk ve medya

Issues

Authors:

Kevser Tozduman Yaralı

Publisher:

Istanbul Ticaret University

Main Topics:

İletişim ve Medya Çalışmaları

Journal:

Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi Vol.6 Issue 2, pp.29-49

Document Type:

Article

Publication Date:

10/2023

Document Language:

Turkish

Document ID (Org No.):

2001301116

pISSN:

2636-753X