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Hedef kitle davranışını etkileyen bir unsur olarak reklamlarda müzik kullanımı konusundaki yazının incelenmesi

A review of the literature about the usage of music in the advertisements as the factor which affects the attitude of the target market

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Abstract (2. Language): 
In the realm of marketing communication, particularly in advertising, music has been a prevailing feature. Past research have examined the effects of music in advertising in relation to attention, memory, attitudes and purchase intention. This article examines the works that analyze related music structure and how music helps creating meaning in advertising. Literature is reviewed and analyzed by means of consumer attitude through the brand and advertising, brand recall, pleasure and arousal, and purchase intention variables which are then demonstrated in tables. The paper has shown that music is used with a proportion of from 40% up to 90% in the advertisements. It is thought that this proportion shows the importance of music usage in ads by the advertisers. Concisely, this study attempts to fill a gap in Turkish literature by providing a summary of the results of the existing research on the effects of music in advertising and provides a foundation for future research on the interaction of music and advertising.
Abstract (Original Language): 
Pazarlama iletişimi içinde, özellikle de reklamcılık etkinliklerinde müziğin kullanımı yaygın olarak görülmektedir. İlgili yazında reklamlarda müzik kullanımını dikkati çekme, hatırlanırlık, tutum ve satın alma niyeti bağlamında inceleyen pek çok araştırma bulunmaktadır. Bu araştırma da, müzik yapılarını inceleyen ve reklamlardaki anlam oluşumunu sağlayan müzik unsurlarını ele alan çalışmaları irdelemektedir. Bunun yanında ilgili yazın, markaya karşı tüketici tutumu, reklamlara karşı tüketici tutumu, marka hatırlanırlığı, metnin keyif vermesi ve satın alma kararı değişkenleri açısından incelenmiş ve bu hususlar birer tablo halinde sunulmuştur. Farklı araştırmaların ortaya koyduğu, % 40’tan başlayıp % 90 orana kadar genişleyen kullanım oranlarıyla müziğin reklamlarda kullanımı, reklamcıların konuya gösterdiği önemi ortaya koymuştur. Türkçe reklam yazınında müziğin reklam etkileri açısından önemi konusunda bir boşluk bulunmakta; bu araştırma sunduğu yazın taraması, analizler ve tablolar ile bu boşluğu doldurma yönünde bir adım atmaktadır.

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