Attitude of University Students Toward Advertising in the Context of the Effect of Advertising

Authors : Yelda ŞENKAL

Pages : 82-100

Doi:10.33464/mediaj.1228393

View : 15 | Download : 8

Publication Date : 2023-04-28

Article Type : Research Paper

Abstract :Advertising is an important component in manifesting the needs of consumers and producers as well as in answering those needs. The fact that advertising can reach large audiences brings along its capacity to influence those audiences in various ways. Advertising is criticized as much as it is considered important and necessary, besides the positive or negative reactions of consumers manifest the attitude toward advertising. The aim of this research is to determine the attitudes of university students toward advertising as well as to determine the factors affecting that attitude. According to the results of the survey study conducted with 291 students using quantitative research methods; when the data is assessed in terms of department, it is observed that students majoring in Communications departments find advertisements more informative, more entertaining, more credible, more valuable and less irritating compared to students who are majoring in departments other than Communications. Undergraduate students find advertisements less informative and less persuasive compared to associate degree students and graduate students. When the relationship between subdimensions of advertising are examined, it is seen that entertainment and credibility as well as the value of advertising increase, and irritation decreases as the informativeness of the advertising increases; it is considered more credible and valuable and less irritating when it is found more entertaining. As the advertising is found less valuable, it is considered irritating.
Keywords : Reklam etkisi, reklam tutumu, üniversite öğrencileri, ilişkisel araştırma