Çocuklara Yönelik Televizyon Reklamcılığında Ebeveyn Algılarının Tutum ve Arabuluculukları Üzerine Etkisi: Kocaeli (Gölcük)’de Bir Araştırma
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Date
2021-07-30
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Erciyes İletişim Dergisi
Abstract
Television continues to be an indispensable mass communication tool for children,
who have a key role in consumer societies, despite rapidly developing communication
technologies. Children are exposed to advertisements, which constitute a significant part
of television content, and are particularly affected by advertisements directed to them.
Parents’ perceptions of these effects are determinative on their attitudes and behaviors
about television commercials for children. The aim of this study is to examine the effects
of parents’ perceptions of television commercials towards children on their attitudes
and mediation. For this purpose, a literature review was conducted on the effects of
television advertisements for children, parents’ perceptions and attitudes towards
these advertisements and parental mediation. In the application part, the questionnaire
prepared to examine the effect of parents’ perceptions of television advertisements
towards children on their attitudes and mediation was answered by the parents, and the
data obtained as a result of the answers of 247 parents were analyzed with the structural
equation model and interpreted. According to the results, parents who have a negative
perception of the effects of television advertisements for children have negative attitudes
towards these advertisements and exercise control over the content and duration of their
children watching television, and perceptions that the advertisements are informative
have a positive effect on parents’ conversations with their children about the ad content.
was found to be. In addition, it was concluded that the attitudes of the parents towards
television commercials towards children had a negative effect on their conversations with
their children about the advertisement content.
Description
Keywords
Research Subject Categories::SOCIAL SCIENCES, Advertising, Television Ads for Children, Parental Perceptions, Parent Mediation
Citation
https://dergipark.org.tr/tr/download/article-file/1617263