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THE EFFECTS ON YOUNG CONSUMERS OF MUSİC STYLE USED ADVERTİSEMENTS İN TURKEY

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Abstract (2. Language): 
Music has special artistic communication way. Music and communication benefit each other. In this study, the relations between the advertisements music and young consumer’s persuasion are investigated. It is tried to measure the effects of music that are used in advertisements for young consumer’s products. Young persons from 18 to 28 ages are chosen by simple random method. 8 different advertisement music are changed with the new ones and composed new music in another music styles that are composed these product before by company of advertisements. It was used Turkish Music style in new music. This new advertisement music is listened to the young consumers. Then they answer the survey about the music are listened. The obtained data are evaluated by SPSS software program. The results shows that music used in the advertisements has effects on persuading the young people and products selling’s and young consumers would like to listen popular songs in advertisement.
Abstract (Original Language): 
Müzik, özel bir iletişim yoludur. İletişim ve müzik bir birinden yararlanmaktadır. Bu çalışmada reklam müziklerinin genç tüketicilerin iknasına etkileri araştırılmıştır. Genç tüketicilere yönelik ürünlerin reklam müziklerinin etkileri ölçülmeye çalışılmıştır. 18 ve 28 yaş arasındaki genç tüketiciler tesadüfi örnekleme modeliyle seçilmiştir. 8 farklı reklam müziği, onlar için yapılmış yeni müzikler ile değiştirilmiştir. Yeni müziklerde Türk müziği çeşitleri kullanılmıştır. Bu yeni reklam müzikleri genç tüketicilere dinletilmiştir. Ardından genç tüketiciler müziklerle ilgili anket sorularını cevaplamışlardır. Elde edilen veriler SPSS programında analiz edilmiştir. Sonuçlar reklamlarda kullanılan müziğin genç tüketicileri iknada ve ürün satışında etkili olduğunu göstermiş ve genç tüketicilerin pop müziği reklamlarda dinlemekten hoşlandığını ortaya koymuştur.

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