Publication: Reklamda duyguların işitsel aktarımının duygu durum ve duygu tanıma bağlamında etkisi
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Date
2024
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Abstract
Araştırma kapsamında duygu mesajının iletilmesinde işitsel ipuçlarının etkisinin araştırılması amaçlanmış ve bu amaç doğrultusunda reklamların, anlam taşıyan semantik öğelerinden ayrıldığı ve ayrılmadığı durumlar kıyaslanmıştır.Duygu mesajının kişilere aktarımının ölçülmesi maksadıyla duygu durum ve duygu tanıma testleri uygulanmıştır. Deneysel bir yapıda olan araştırma; reklam seslerini sözcüklerin anlaşılmasını engelleyen içerik filtresi ile dinleyenler, reklam seslerinin oynama yapılmamış halini dinleyenler ve duygu nötr reklamları içerik filtreli olarak dinleyen kontrol grubu olmak üzere üç gruplu olacak şekilde tasarlanmıştır. Araştırmada kullanılacak reklamların seçimi amacıyla iki televizyon kanalının prime time yayınları 8 günde bir olacak şekilde 7 defa kayıt altına alınmıştır. Oluşturulan reklam örneklemine, içerik analizi uygulanmış; deneysel tasarımda kullanılan uyarıcılar da 380 özgün reklamın oluşturduğu bu örneklem içinden seçilmiştir. Sonuçların değerlendirilmesi amacıyla Mann-Whitney U, Ki-kare ve Spearmen korelasyon testlerinden faydalanılmıştır. Grupların uzlaşı seviyeleri ise her bir grubun o uyarıcı için en yüksek uzlaşı oranına sahip duygu ifadesi baz alınarak kıyaslanmıştır. Reklamları orijinal haliyle dinleyen grupta duygunun üç boyutundan yalnızca valans boyutunda anlamlı bir fark oluşmuştur. Valans skorları ile uyumlu şekilde, olumsuz duygu temalı reklamlarda; duygu tonu ve duygu teması ifadelerinde reklamı filtreli dinleyen grubun uzlaşı oranı filtresiz gruptan yüksek gerçekleşmiştir. Semantik anlam, reklamın duygusu olumlu da olsa olumsuz da olsa duygunun valansını yükseltmiştir. Duygunun kalan iki boyutu olan uyarılma ve dominans skorları arasında aynı reklamları içerik filtreli ve orijinal haliyle dinleyen iki grup arasında anlamlı bir fark oluşmamıştır. Bu durum, görsel öğelerin olmadığı bir senaryoda kişilerin reklama karşı deneyimledikleri duygunun üç boyutundan ikisinde ses tasarımının belirleyici olduğunu göstermektedir.
This study aims to investigate effect of auditory cues in conveying the emotional message, and for this purpose, the situations in which the advertisements were separated from their semantic elements and those in which they were not, were compared.Emotional response and emotion recognition tests were applied to measure the transmission of the emotional message. The disertation utilizes an experimental design. It was desing to have three groups: those who listen to the advertising sounds with a content filter that prevented the words from being understood, those who listen to the unedited version of the advertising sounds, and the control group who listen to emotion-neutral advertisements with a content filter. In order to select the advertisements to be used in the research, the prime time broadcasts of two television channels were recorded 7 times, every 8 days. Content analysis was applied to the ad sample created; The stimuli used in the experimental design were selected from this sample of 380 original advertisements.Mann-Whitney U, Chi-square and Spearmen Correlation tests were used to evaluate the results. The agreement levels of the groups were compared based on the emotional expression with the highest agreement rate for each group for that stimulus. In the group that listened to the advertisements in their original form, there was a significant difference only in the valence dimension of the three dimensions of emotion. Consistent with the valence scores, in negative emotion themed advertisements; In emotional tone and emotional theme expressions, the agreement rate of the group that listened to the advertisement with a filter was higher than the group without a filter.Semantic meaning increased the valence of the emotion, whether the emotion of the advertisement was positive or negative. There was no significant difference between the remaining two dimensions of emotion, arousal and dominance scores, between the two groups who listened to the same advertisements with content filters and in their original form.
This study aims to investigate effect of auditory cues in conveying the emotional message, and for this purpose, the situations in which the advertisements were separated from their semantic elements and those in which they were not, were compared.Emotional response and emotion recognition tests were applied to measure the transmission of the emotional message. The disertation utilizes an experimental design. It was desing to have three groups: those who listen to the advertising sounds with a content filter that prevented the words from being understood, those who listen to the unedited version of the advertising sounds, and the control group who listen to emotion-neutral advertisements with a content filter. In order to select the advertisements to be used in the research, the prime time broadcasts of two television channels were recorded 7 times, every 8 days. Content analysis was applied to the ad sample created; The stimuli used in the experimental design were selected from this sample of 380 original advertisements.Mann-Whitney U, Chi-square and Spearmen Correlation tests were used to evaluate the results. The agreement levels of the groups were compared based on the emotional expression with the highest agreement rate for each group for that stimulus. In the group that listened to the advertisements in their original form, there was a significant difference only in the valence dimension of the three dimensions of emotion. Consistent with the valence scores, in negative emotion themed advertisements; In emotional tone and emotional theme expressions, the agreement rate of the group that listened to the advertisement with a filter was higher than the group without a filter.Semantic meaning increased the valence of the emotion, whether the emotion of the advertisement was positive or negative. There was no significant difference between the remaining two dimensions of emotion, arousal and dominance scores, between the two groups who listened to the same advertisements with content filters and in their original form.
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Keywords
Reklam, Duygu, Müzikal uyum, Seslendiren uyumu, Ses Uyumu Advertising, Emotion, Musical fit, Musical Congruency, Voice Fit, Sound Fit