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OYUN YA DA REKLAM? GENÇ OYUNCULAR EĞLENCE İÇERİKLİ OYUN REKLAMLARI NASIL ALGILIYOR?

ADVERTISING OR GAME? HOW YOUNG PLAYERS PERCEIVE ADVERGAME WITH ENTERTAINMENT CONTENT?

Journal Name:

  • Uluslararası Hakemli Akademik Sosyal Bilimler Dergisi

Publication Year:

  • 2015

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Advergame located between new media practices is one of the advertising practices bringing consumers and brands together with in a fun environment and increasing rate preferred by advertisers every day. It's property is to bring together brand messages and consumers on the basis of video game and entertainment. The purpose of this research is to find out that how the people playing online game perceive advergame by the perspective "game" and "advertising" and how they evaluate these practices. Research data was reached by making focus group with 27 young internet players between 18-24 ages. The resulting data were analyzed using content analysis. According to the study results although players were conscious that advergame is designed for the purpose of commercial, they perceived and played this practice as a "game" in certain conditions. Unlike the rejection of this practice because of being advertising; they evaluated a practice needs to be done when the changes in the consumer-technology-communication dimensions were considered. Furthermore the brand in the game didn't adversely affect the player's "game" perception and entertainment experiences.
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Abstract (Original Language): 
Yeni medya uygulamaları arasında yer alan oyun reklamlar, markayla tüketicileri eğlenceli bir ortamda bir araya getiren ve her geçen gün reklamverenler tarafından tercih edilme oranı artan bir reklam uygulamasıdır. Özelliği, video oyunu ve eğlence içeriği temelinde marka mesajını tüketiciyle buluşturmasıdır. Bu araştırmanın amacı, çevrimiçi ortamda oyun oynayan insanların oyun reklamları "oyun" ve "reklam" bakış açısına göre nasıl algıladığı ve bu uygulamaları nasıl değerlendirdiğini ortaya çıkarmaktır. 18-24 yaş arası 27 genç internet oyuncusuyla odak grup görüşmeleri yapılarak araştırma verilerine ulaşılmıştır. Elde edilen veriler, içerik analizi kullanılarak analiz edilmiştir. Araştırma sonuçlarına göre; oyuncular oyun reklamların ticari bir amaç için tasarlandığı bilincine sahip olsalar da, bazı koşullara bağlı olmak şartıyla bu uygulamaları "oyun" olarak algılamakta ve oynamaktadır. Reklam olması nedeniyle bu uygulamayı reddetmesinin aksine; tüketici-teknoloji-iletişim boyutlarındaki değişimler göz önüne alındığında, yapılması gereken bir uygulama olarak değerlendirmektedirler. Ayrıca oyunlarda marka olması, oyuncuların "oyun" algısını ve eğlence deneyimini olumsuz etkilememektedir.
FULL TEXT (PDF): 
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  • Turkish

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Uluslararası Hakemli Sosyal Bilimler E-Dergisi
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Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
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AKADEMİK BAKIŞ DERGİSİ
Sayı: 58 Kasım - Aralık 2016
Uluslararası Hakemli Sosyal Bilimler E-Dergisi
ISSN:1694-528X İktisat ve Girişimcilik Üniversitesi, Türk Dünyası
Kırgız - Türk Sosyal Bilimler Enstitüsü, Celalabat - KIRGIZİSTAN
http://www.akademikbakis.org
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