Yıl: 2018 Cilt: 10 Sayı: 2 Sayfa Aralığı: 219 - 264 Metin Dili: İngilizce İndeks Tarihi: 29-07-2019

“Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials

Öz:
The objective of the study is to unveil how infant formula ads affect and are perceived by vulnerable consumers on infant feeding. Three consecutive studies employing semiotics, ideological criticism, content analysis and semi-structured interviews were employed to analyze the ads and the perception of mothers as consumers vulnerable to subliminal messages of the ads. The findings revealed that education affects the perceptions and behaviors of mothers (highversus low education). Interestingly, income has a substitutional effectfor education as mothers with low education but mid-level incomedisplay similar attitudes to mothers with high education and mid-levelincome. The study reveals the negative effect of the unethical conductof advertising on mothers with low education and low income levelsas a vulnerable consumer group.
Anahtar Kelime:

Konular: İşletme İktisat

"Mucizevi Formül": Hassas Tüketicilerin Bebek Maması Reklamları Tarafından Uyarılan Derin Duyguları

Öz:
Çalışmanın amacı bebek maması reklamlarının, duyarlı tüketicilerden olan anneleri bebek beslenmesi konusunda nasıl etkilediğini ve anneler tarafından bu reklamların nasıl algılandığını açığa çıkarmaktır. Semiyotik, ideolojik eleştiri, içerik analizi ve mülakatlardan oluşan üç ardışık çalışma ile ele alınan reklamlar incelenmiş ve reklamların bilinçaltı mesajlarına duyarlı tüketici grubu olan anneler üzerindeki etkileri araştırılmıştır. Bulgular, eğitim seviyesine (yüksek ve düşük) bağlı olarak annelerin algılarının ve davranışlarının etkilendiğini göstermiş; sonrasında gelir düzeyi bazında yapılan karşılaştırma gelirin, düşük eğitim seviyesine sahip annelerde eğitim düzeyi farklılığını telafi edici bir etki yarattığını ortaya koymuştur. Çalışma bulguları, reklamlarda etik dışı öğelerin, eğitim ve gelir seviyesi düşük olan tüketiciler üzerinde olumsuz etkiye sahip olduğunu göstermiştir.
Anahtar Kelime:

Konular: İşletme İktisat
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA KIYMALIOĞLU A, Öztürk B (2018). “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. , 219 - 264.
Chicago KIYMALIOĞLU ASLIHAN,Öztürk Bilge Nur “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. (2018): 219 - 264.
MLA KIYMALIOĞLU ASLIHAN,Öztürk Bilge Nur “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. , 2018, ss.219 - 264.
AMA KIYMALIOĞLU A,Öztürk B “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. . 2018; 219 - 264.
Vancouver KIYMALIOĞLU A,Öztürk B “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. . 2018; 219 - 264.
IEEE KIYMALIOĞLU A,Öztürk B "“Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials." , ss.219 - 264, 2018.
ISNAD KIYMALIOĞLU, ASLIHAN - Öztürk, Bilge Nur. "“Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials". (2018), 219-264.
APA KIYMALIOĞLU A, Öztürk B (2018). “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. Tüketici ve Tüketim Araştırmaları Dergisi, 10(2), 219 - 264.
Chicago KIYMALIOĞLU ASLIHAN,Öztürk Bilge Nur “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. Tüketici ve Tüketim Araştırmaları Dergisi 10, no.2 (2018): 219 - 264.
MLA KIYMALIOĞLU ASLIHAN,Öztürk Bilge Nur “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. Tüketici ve Tüketim Araştırmaları Dergisi, vol.10, no.2, 2018, ss.219 - 264.
AMA KIYMALIOĞLU A,Öztürk B “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. Tüketici ve Tüketim Araştırmaları Dergisi. 2018; 10(2): 219 - 264.
Vancouver KIYMALIOĞLU A,Öztürk B “Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials. Tüketici ve Tüketim Araştırmaları Dergisi. 2018; 10(2): 219 - 264.
IEEE KIYMALIOĞLU A,Öztürk B "“Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials." Tüketici ve Tüketim Araştırmaları Dergisi, 10, ss.219 - 264, 2018.
ISNAD KIYMALIOĞLU, ASLIHAN - Öztürk, Bilge Nur. "“Miraculous Formula”: Revealing Deep-Seated Feelings of Vulnerable Consumers Raised By Infant Formula Commercials". Tüketici ve Tüketim Araştırmaları Dergisi 10/2 (2018), 219-264.