Publication: OTONOM DUYUSAL MERİDYEN TEPKİ (ASMR) REKLAMLARININ DUYGU OLUŞTURMADAKİ ROLÜ
Abstract
Kullanımlar doyumlar yaklaşımı izleyicilerinin medya içerikleri aracılığı hangi doyumlar elde ettiğiüzerine temellenen bir yaklaşımdır. Yaklaşımın reklamlara uygulanışı tıpkı kuramın çıkış noktası olanizleyicilerin medya içerikleri ile ne yaptığı sorusu gibi, reklamın izleyicilerine ne yaptığı değilizleyicilerin reklamlar ile ne yaptığının araştırılması temeline dayanmaktadır. Otonom DuyusalMeridyen Tepki’ler (ASMR) içeren videolar, izleyenlerini tetikleyerek onların vücutlarındakarıncalanma, sıcaklık, gıdıklanma gibi duyusal fenomenler yaratmaktadır. Bu tetiklemeler içinkullanılan yöntemler; fısıldayarak konuşma alüminyum folyo vb. malzemelerden çıkartılan sesler,tırnakların sert bir yüzeyde tıklatılması, yavaş hareket edilmesi, kahkahalar, elektrik süpürgesi ya dauçak sesi gibi seslerin kullanılması olarak sıralanabilir. Türkiye’de ve Dünya’da Otonom DuyusalMeridyen Tepki tekniği ile hazırlanan farklı reklam filmleri bulunmaktadır. Bu çalışmada ASMRreklamlarından izleyicilerin hangi duygusal doyumlar elde ettiği saptanmaya çalışılmıştır. Bu amaçdoğrultusunda ölçümleme için ASMR içerikli reklamlardan yararlanılmıştır. Çalışmada veri toplamakiçin çevrimiçi anket yöntemi kullanılmış veri toplama aşaması sonucunda, toplamda 257 anket eldeedilmiştir. Çalışmanın sonucunda ise; ASMR reklamlarının izleyicilerinde mutluluk, şaşırma vetiksinme duygularını hissettirmede anlamlı bir etkiye sahip iken, üzüntü, korku ve öfke duygularınıhissettirmede anlamlı bir etkiye sahip olmadığı belirlenmiştir. Çalışmada, 6 temel duygu içinde yeralmayan ve doğrudan ölçümlenmeye çalışılmamasına rağmen, katılımcılar tarafından belirtilen 3duygu da yer almaktadır. Bu duygular cinsellik, sakinlik ve de strestir. Bunların yanı sıra sonuçlargöstermektedir ki; kadın katılımcılar ölçümlenen tüm duygularda erkek katılımcılardan fazla biryüzdeye sahip iken bu durumun yalnızca cinsellik duygusunda farklıdır. Diğer bir sonuç ise, korku,öfke, sakinlik ve stres duygularını erkek katılımcıların hiçbirinin hissetmemesidir. Yaş değişkeni ileduygulara karşılaştırılarak bakıldığında; mutluluk duygusunun 18 yaş ve altı katılımcılarda daha fazlahissedildiği 18-34 yaş arasındaki katılımcıların bu içerikteki reklamlara yönelik korku ve stres duygusuhissettikleri ortaya çıkmıştır. Hedef kitlesi üzerinde bu tarz içeriklere sahip reklamların hangi duygularyarattığını bilmek markalar açısından hedef kitlesinin duygularını yönlendirmek için ASMRreklamlarını önemli birer enstrüman haline getirmektedir.
Uses gratifications is an approach that is based on the gratifications of the audience through media contents. The application of the approach to advertisements, just like the question of what the viewers do with media contents, which is the starting point of the theory, is based on researching what the audience does with the ads, not what the advertisement does to its audience.Videos containing Autonomous Sensory Meridian Responses (ASMR) trigger the audience and create sensory phenomena such as tingling, warmth, and tickling in their bodies. The methods used for these triggers; whispering speech aluminum foil etc. The sounds produced by the materials can be listed as clicking the nails on a hard surface, moving slowly, laughter, using sounds such as vacuum cleaner or airplane noise. In this study, it was tried to determine which emotions ASMR advertisements make their audience gratifications. In this study, the online questionnaire method was used to collect data, and as a result of the data collection phase, a total of 257 surveys were obtained. As a result of the study; While ASMR advertisements had a significant effect in making the audience feel feelings of happiness, surprise, and disgust, it was determined that they did not have a significant effect on making the audience feel the feelings of sadness, fear, and anger. In the study, 3 emotions are not included in the 6 basic emotions and although they are not directly measured. These feelings are sexuality, calmness, and stress. Besides these, the results show that; female respondents had a higher percentage than male respondents in all emotions measured, this was only different in sense of sexuality. Another result is show ys. that none of the male participants felt the feelings of fear, anger, calmness, and stress. The important thing that knowing consumers feeling to give something which they really want. When looked at by comparing the age variable with the emotions; It was found that the feeling of happiness was felt more in the participants aged 18 and under. In addition, it was revealed that the participants between the ages of 18-34 felt a sense of fear and stress for the advertisements in this content. Knowing what emotions the ads with such content create on the target audience makes ASMR ads an important instrument for directing the emotions of the target audience for brands.
Uses gratifications is an approach that is based on the gratifications of the audience through media contents. The application of the approach to advertisements, just like the question of what the viewers do with media contents, which is the starting point of the theory, is based on researching what the audience does with the ads, not what the advertisement does to its audience.Videos containing Autonomous Sensory Meridian Responses (ASMR) trigger the audience and create sensory phenomena such as tingling, warmth, and tickling in their bodies. The methods used for these triggers; whispering speech aluminum foil etc. The sounds produced by the materials can be listed as clicking the nails on a hard surface, moving slowly, laughter, using sounds such as vacuum cleaner or airplane noise. In this study, it was tried to determine which emotions ASMR advertisements make their audience gratifications. In this study, the online questionnaire method was used to collect data, and as a result of the data collection phase, a total of 257 surveys were obtained. As a result of the study; While ASMR advertisements had a significant effect in making the audience feel feelings of happiness, surprise, and disgust, it was determined that they did not have a significant effect on making the audience feel the feelings of sadness, fear, and anger. In the study, 3 emotions are not included in the 6 basic emotions and although they are not directly measured. These feelings are sexuality, calmness, and stress. Besides these, the results show that; female respondents had a higher percentage than male respondents in all emotions measured, this was only different in sense of sexuality. Another result is show ys. that none of the male participants felt the feelings of fear, anger, calmness, and stress. The important thing that knowing consumers feeling to give something which they really want. When looked at by comparing the age variable with the emotions; It was found that the feeling of happiness was felt more in the participants aged 18 and under. In addition, it was revealed that the participants between the ages of 18-34 felt a sense of fear and stress for the advertisements in this content. Knowing what emotions the ads with such content create on the target audience makes ASMR ads an important instrument for directing the emotions of the target audience for brands.