How Do Turkish Adolescents React To Sexual Appeals In Advertising? A Field Experiment

• Authors: Erkaya Yusuf

Title variants

PL

Jak tureccy nastolatkowie reagują na odwołania do seksualności w reklamie? Doświadczenie polowe

• Languages of publication: PL EN

Abstracts

PL

Artykuł stanowi próbę głębszego zrozumienia odwołań do seksualności w reklamach i ich wpływu na postawy tureckich nastolatków wobec reklam. Jest to badanie ilościowe, w którym przeprowadzono wywiady on-line z 211 tureckimi nastolatkami. Wyniki pokazują, że płeć i poziom wykształcenia tureckich nastolatków nie mają istotnego wpływu na ich postawy względem reklam, natomiast wiek – owszem. Wyniki sugerują, że decydenci powinni zwrócić większą uwagę w celu identyfikowania swych klientów oraz odpowiednio szkolić swój personel. Opracowanie zawiera również pewne sugestie dla reklamodawców i menadżerów od marketingu, którzy kierują swą ofertę do tureckich nastolatków.

EN

This paper attempts to gain a deeper understanding of sexual appeals in advertisings and their impact on Turkish adolescents’ attitudes towards ads. This is a quantitative research and in this study an online survey was carried out with 211 Turkish adolescents. The results show that Turkish adolescents’ gender and education level do not have a significant impact on their attitudes towards the ads; however, their age does. The findings suggest that decision makers should pay additional attention to identify their customers and train their staff members accordingly. The paper also provides some suggestions to advertisers and marketing managers who target the Turkish adolescents.

Keywords

PL

odwołania do seksualności; reklama; turecki nastolatek; postawa wobec reklam

EN

sexual appeals; advertising; Turkish adolescent; attitude towards ads

• Publisher: Akademia Finansów i Biznesu Vistula w Warszawie
• Journal: Kwartalnik Naukowy Uczelni Vistula
• Year: 2018
• Issue: 3(57)
• Pages: 100-109

Contributors

author

Erkaya Yusuf

• International Burch University Sarajevo

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