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İkna Teorileri Çerçevesinde Yapı Reklamlarının Analizi

Year 2018, Volume: 5 Issue: 4, 535 - 555, 30.07.2018

Ali Arıcı Özgür Kılınç

https://doi.org/10.17680/erciyesiletisim.421434

Abstract

Bilgi vermek, dikkat çekmek, etkilemek, tanıtmak, hatırlatmak, pazarlama iletişimi
çabalarını desteklemek, ürün veya markaya değer eklemek gibi standart işlevleri
olan reklam, imaj tesis ederek ürünlerin / markaların algı yönetimine katkıda
bulunmaktadır. Söz konusu reklamlarda duygusal satış vaadi (ESP) diline uygun
olarak inşa edilen söylem, ikna teorileri temelinde araştırılmaya değer görünmektedir.
Yaratıcı stratejisi bakımından dile getirdiği savlar ve imaj söylemiyle dikkat çeken
yapı reklamları “Ethos-Pathos-Logos (Aristo)”, “İhtiyaçlar Hiyerarşisi (Maslow)”,
“Gizli İhtiyaçlar (Packard)”, “Azlık Prensibi (Cialdini)” gibi ikna literatüründe yer tutan
teoriler / kavramlar çerçevesinde yorumlanabilir görünmektedir. Bu doğrultuda
araştırmada -geleneksel kitle iletişim araçlarından biri olan- ulusal televizyon
kanallarının prime time kuşağı temel alınmaktadır. Televizyon kanallarının prime
time aralığında (20.00-00.00) ilk kuşakta gösterilen yapı reklamları araştırmanın
örneklemini oluşturmaktadır. Tesadüfi örneklemle söz konusu zaman diliminde
gösterilen ilk sıradaki yapı reklamları, Puto ve Wells’in mesaj stratejileri; Aristo,
Packard ve Cialdini’nin iknaya yönelik ve Maslow’un ihtiyaçlara yönelik yaklaşımları
temel alınarak analiz edilmektedir. Söylem olarak irrasyonel çekicilik ögeleri içeren
-özellikle yüksek ilginlik isteyen ürünlerin yer aldığı- reklamlarda yaşam tarzına
yönelik transformasyonel dilin kullanıldığı görülmektedir. Sınıflandırma bağlamında
ürün ve hizmet reklamlarından olan yapı reklamları Puto ve Wells’in ifade ettiği
“kullanıcı imajı” ve “marka imajı” gibi transformasyonel mesaj stratejisine uygun
iletişim unsurları taşımaktadır.

Keywords

İkna Yapı reklamları Reklam ve kültür

References

  • Ajzen, I. (2005). Attitudes, personality and behavior. England: Open University Press.
  • Al-Homoud, M., Al-Oun, S., Smadi, A. and Al-Hindawi, A. M. (2009). Exploring sales advertising in the housing market in Jordan. International Journal of Housing Markets and Analysis, 2(1), 39-56.
  • Ambler, T. (2000). Persuasion, pride and prejudice: How ads work. International Journal of Advertising, 19(3), 299-315.
  • Americus, R., Cohen, J. B., and Bhattacharjee, A. (2009). When brands are built from within: A social identity path way to likingand evaluation. In Deborah J. MacInnis, C. Whan Park and Joseph R. Priester (Eds.), Handbook of brand relationships (pp. 124-150). Armonk, NY: M. E. Sharpe.
  • Anderson, C., John, O. P. and Keltner, D. (2012). The personal sense of power. Journal of personality, 80(2), 313-344.
  • Baxter L. A. (1991). Content analysis. In B. M. Montgomery and S. Duck (Eds.), Studying interpersonal interaction (pp. 239-254). NY: Guilford Press.
  • Beasley, R. and Danesi, M. (2002). Persuasive signs: The semiotics of advertising. Berlin: Mouton de Gruyter.
  • Borchers, T. (2013). Persuasion in the media age. Long Grove, Illinois: Waveland Press.
  • Burke, P. J. and Stets, J. E. (2009). Identity theory. Oxford University Press.
  • Chand P. and Chaudhary, S. (2012). Advertising discourse: Studying creation and perception of meaning. International Journal of English and Literature, 3, 40-49.
  • Cheung, S. C. and Ma, E. K. (2005). Advertising modernity: Home, space and privacy. Visual Anthropology, 18(1), 65-80.
  • Chryssochoou, X. (2003). Studying identity in social psychology: Some thoughts on the definition of identity and its relation to action. Journal of Language and Politics, 2(2), 225-241.
  • Cialdini, R. B. (2001). The science of persuasion. Scientific American, 284(2), 76-81.
  • Collins, D. and Kearns, R. (2008). Uninterrupted views: real-estate advertising and changing perspectives on coastal property in New Zealand. Environment and Planning A, 40(12), 2914-2932.
  • Cutrona, C. E. and Russell, D. W. (1987). The provisions of social relationships and adaptation to stress. In Jones, W. H., Perlman, D. (Eds.), Advances in personal relationships (Vol. 1, pp. 37-67). Greenwich, CT: JAI Press.
  • Dahlen, H., Jackson, M., Schmied, V., Tracy, S. and Priddis, H. (2011). Birth centres and the national maternity services review: Response to consumer demand or compromise?. Women and Birth, 24(4), 165-172.
  • Davies, P. and Cummings, E. (1994). Marital conflict and child adjustment: An emotional security hypothesis. Psychological Bulletin, 116(3), 387-411.
  • Dittmar, H. (2008). Understanding the impact of consumer culture. In Helga Dittmar (Ed.), Consumer Culture, Identity and well-being: The Search for the ‘Good life’ and the ‘Body perfect’ (pp. 1-24). New York: Psychology Press.
  • Drisko, J. W. and Maschi, T. (2016). Content analysis. Oxford, NY: Oxford University Press.
  • Elliott, R. And Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
  • Ford, J. B., Voli, P. K., Honeycutt Jr, E. D. and Casey, S. L. (1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27(1), 113-124.
  • Green Jr, S. E. (2004). A rhetorical theory of diffusion. Academy of Management Review, 29(4), 653-669.
  • Higgins, C. and Walker, R. (2012). Ethos, logos, pathos: Strategies of persuasion in social / environmental reports. Accounting Forum, 36(3), 194-208.
  • Horrobin, S. (2006). Immortality, human nature, the value of life and the value of life extension. Bioethics, 20(6), 279-292.
  • Jhally, S. (1990). The codes of advertising. Fetishism and the political economy of meaning in the consumer society. New York: Routledge.
  • Kriese, U. and Scholz, R. W. (2012). Lifestyle ideas of house builders and housing investors. Housing, Theory and Society, 29(3), 288-320.
  • Lawson, G. (2013). A rhetorical study of in-flight real estate advertisements as a potential site of ethical transformation in Chinese cities. Cities, 31, 85-95.
  • Lee, D. W. (2010). Decoding the persuasion strategies used in the advertising targeted for children. Korean Journal of Communication Studies, 18(4), 31-50.
  • Lin, C. L. (2008). Sexual issues: The analysis of female role portrayal preferences in Taiwanese print ads. Journal of Business Ethics, 83(3), 409-418.
  • Lin, C. L. and Yeh, J. T. (2009). Comparing society’s awareness of women: Mediaportrayed idealized images and physical attractiveness. Journal of Business Ethics, 90(1), 61.
  • Maruani, T. and Amit-Cohen, I. (2013). Marketing landscapes: The use of landscape values in advertisements of development projects. Landscape and Urban Planning, 114, 92-101.
  • Maslow, A. ( 1954). Motivation and personality. New York: Harper & Row.
  • Maslow, A. (2010). Towards a psychology of being. Eastford: Martino Fine Books.
  • Millan, E. and Reynolds, J. (2014). Self-construals, symbolic and hedonic preferences, and actual purchase behavior. Journal of Retailing and Consumer Services, 21(4), 550-560.
  • Mittal, B. (2015). Self-concept clarity: Exploring its role in consumer behavior.Journal of Economic Psychology, 46, 98-110.
  • Moring, I. (2000). Scales of space, place and money. Discursive landscapes of regional inertia, identity and economic change. Nordicom Review, 21(2), 171-189.
  • Neuman, W. L. (2016). Toplumsal araştırma yöntemleri: Nitel ve nicelik yaklaşımlar (8. Baskı). (Çev. Sedef Özge). Ankara: Yayın Odası Yayınları.
  • Nicholson, C. Y., Compeau, L. D. and Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3.
  • O’Keefe, D. J. (1990). Persuasion. Theory and research, Sage, Newbury Park, CA.
  • O’Keefe, D. J. (2004). Trends and prospects in persuasion theory and research. In J. S. Seiter & R. H. Gass (Eds.), Perspective on persuasion, social influence, and compliance gaining (pp. 31-43). Boston, MA: Allyn & Bacon.
  • Olson, J. M. and Zanna, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, 44(1), 117-154.
  • O’Shaughnessy, J. and O’Shaughnessy, N. J. (2004). Persuasion in advertising. London: Routledge.
  • Packard, V. (1964). The hidden persuaders. New York: Pocket.
  • Page, J. and Thelwell, R. (2013). The value of social validation in single-case methods in sport and exercise psychology. Journal of Applied Sport Psychology, 25(1), 61-71.
  • Pollay, R. W. (1986). The distorted mirror: reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18-36.
  • Puto, C. P. and Wells, W. D. (1984). Informational and transformational advertising: The differential effects of time. Advances in Consumer Research, 11, 638-643.
  • Ramer-Biel, S. and First, A. (2011). No home away from home: The discourse of home in ads for third-age housing. Popular Communication, 9(3), 181-195.
  • Rocha, E. (2013). The woman in pieces: Advertising and the construction of feminine identity. SAGE Open, October-December: 1-12.
  • Rubin, H. J. and Rubin, I. S. (1995). Qualitative interviewing: The art of hearing data. Thousand Oaks, CA: Sage Publications.
  • Schembri, S., Merrilees, B. and Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & Marketing, 27(6), 623-637.
  • Shimoda, T. (2010). Media portrayals of motherhood in parenting magazines in contemporary Japan. In M. Porter and J. Kelso (Eds.), Mother texts: Narratives and counter narratives (pp. 163-178). Newcastle, UK: Cambridge Scholars Publishing.
  • Smith, M. and Taffler, R. J. (2000). The chairman’s statement-A content analysis of discretionary narrative disclosures. Accounting, Auditing & Accountability Journal, 13(5), 624-647.
  • Stavrakakis, Y. (2000). On the critique of advertising discourse: A Lacanian view.Third Text, 14(51), 85-90.
  • Steinberg, S. (2006). Persuasive communication skills: Public speaking. Cape Town: Juta.
  • Sternberg, R. J. and Lubart, T. I. (1999). The concept of creativity: Prospects and paradigms. In R. J. Sternberg (Ed.), Creativity research handbook (pp. 3-15). New York: Cambridge University Press.
  • Thoits, P. A. (1983). Multiple identities and psychological well-being: A reformulation and test of the social isolation hypothesis. American Sociological Review, 174-187.
  • Tiwsakul, R. A. and Hackley, C. (2012). Postmodern paradoxes in Thai-Asian consumer identity. Journal of Business Research, 65(4), 490-496.
  • Verlegh, P. W. J., Fransen, M. L. and Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not?. International Journal of Advertising, 34(1), 3-5.
  • Wharton, C. (2015). Advertising: Critical approaches. Abingdon, Oxon: Routledge. APA Dictionary of Psychology. (t.y.). Erişim: 06 Ekim 2017, https://dictionary.apa. org/love
  • APA Dictionary of Psychology. (t.y.). Erişim: 10 Ekim 2017, https://dictionary.apa. org/reciprocity
  • English Oxford Living Dictionaries. (t.y.). Erişim: 10 Ekim 2017, https:// en.oxforddictionaries.com/definition/consistency
  • Merriam-Webster. (t.y.). Erişim: 10 Ekim 2017, https://www.merriam-webster. com/dictionary/authority
  • Türk Dil Kurumu Güncel Türkçe Sözlük. (t.y.). Erişim: 13 Ekim 2017, http:// www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK. GTS.5ad4f3f262f0d4.80338980

Analysis of Construction Advertisements Within the Framework of Persuasion Theories

Year 2018, Volume: 5 Issue: 4, 535 - 555, 30.07.2018

Ali Arıcı Özgür Kılınç

https://doi.org/10.17680/erciyesiletisim.421434

Abstract

Advertisements, which have standard functions such as giving information, drawing
attention, influencing, promoting, reminding, supporting marketing communication
efforts, adding value to a product or brand, contribute to perception management of
products / brands by establishing an image. The discourse, which is constructed in
accordance with the emotional sales promise (ESP) in these ads, seems to be worth
investigating on the basis of persuasion theories. Construction ads that attract
attention with their arguments and image discourse in terms of creative strategy
seems to be interpretable within the framework of theories / concepts involved in
persuasion literature such as “Ethos-Pathos-Logos (Aristo)”, “Hierarchy of Needs
(Maslow)”, “Hidden Needs (Packard)”, “The Principle of Scarcity (Cialdini).” In this
direction, the research is based on the prime time period of national television
channels, which is one of the mass communication tools. The construction ads
shown in the first period of the prime time interval (20.00-00.00) of the five
most watched channels constitute the sample of the research. With the random
sampling, the first construction ads shown in that time period are analysed based
on Puto and Wells’ message strategies, approaches of Aristotle, Packard and Cialdini
towards persuasion and Maslow’s approach towards the needs. It is observed that
in advertisements containing irrational appeals elements -especially those with
high involvement- as discourse, transformational language is used for lifestyle. In
the context of classification, construction ads that are product and service ads have
communication elements appropriate to the transformational message strategy,
such as “user image” and “brand image” expressed by Puto and Wells.

Keywords

Persuasion Construction ads Advertising and culture

References

  • Ajzen, I. (2005). Attitudes, personality and behavior. England: Open University Press.
  • Al-Homoud, M., Al-Oun, S., Smadi, A. and Al-Hindawi, A. M. (2009). Exploring sales advertising in the housing market in Jordan. International Journal of Housing Markets and Analysis, 2(1), 39-56.
  • Ambler, T. (2000). Persuasion, pride and prejudice: How ads work. International Journal of Advertising, 19(3), 299-315.
  • Americus, R., Cohen, J. B., and Bhattacharjee, A. (2009). When brands are built from within: A social identity path way to likingand evaluation. In Deborah J. MacInnis, C. Whan Park and Joseph R. Priester (Eds.), Handbook of brand relationships (pp. 124-150). Armonk, NY: M. E. Sharpe.
  • Anderson, C., John, O. P. and Keltner, D. (2012). The personal sense of power. Journal of personality, 80(2), 313-344.
  • Baxter L. A. (1991). Content analysis. In B. M. Montgomery and S. Duck (Eds.), Studying interpersonal interaction (pp. 239-254). NY: Guilford Press.
  • Beasley, R. and Danesi, M. (2002). Persuasive signs: The semiotics of advertising. Berlin: Mouton de Gruyter.
  • Borchers, T. (2013). Persuasion in the media age. Long Grove, Illinois: Waveland Press.
  • Burke, P. J. and Stets, J. E. (2009). Identity theory. Oxford University Press.
  • Chand P. and Chaudhary, S. (2012). Advertising discourse: Studying creation and perception of meaning. International Journal of English and Literature, 3, 40-49.
  • Cheung, S. C. and Ma, E. K. (2005). Advertising modernity: Home, space and privacy. Visual Anthropology, 18(1), 65-80.
  • Chryssochoou, X. (2003). Studying identity in social psychology: Some thoughts on the definition of identity and its relation to action. Journal of Language and Politics, 2(2), 225-241.
  • Cialdini, R. B. (2001). The science of persuasion. Scientific American, 284(2), 76-81.
  • Collins, D. and Kearns, R. (2008). Uninterrupted views: real-estate advertising and changing perspectives on coastal property in New Zealand. Environment and Planning A, 40(12), 2914-2932.
  • Cutrona, C. E. and Russell, D. W. (1987). The provisions of social relationships and adaptation to stress. In Jones, W. H., Perlman, D. (Eds.), Advances in personal relationships (Vol. 1, pp. 37-67). Greenwich, CT: JAI Press.
  • Dahlen, H., Jackson, M., Schmied, V., Tracy, S. and Priddis, H. (2011). Birth centres and the national maternity services review: Response to consumer demand or compromise?. Women and Birth, 24(4), 165-172.
  • Davies, P. and Cummings, E. (1994). Marital conflict and child adjustment: An emotional security hypothesis. Psychological Bulletin, 116(3), 387-411.
  • Dittmar, H. (2008). Understanding the impact of consumer culture. In Helga Dittmar (Ed.), Consumer Culture, Identity and well-being: The Search for the ‘Good life’ and the ‘Body perfect’ (pp. 1-24). New York: Psychology Press.
  • Drisko, J. W. and Maschi, T. (2016). Content analysis. Oxford, NY: Oxford University Press.
  • Elliott, R. And Wattanasuwan, K. (1998). Brands as symbolic resources for the construction of identity. International Journal of Advertising, 17(2), 131-144.
  • Ford, J. B., Voli, P. K., Honeycutt Jr, E. D. and Casey, S. L. (1998). Gender role portrayals in Japanese advertising: A magazine content analysis. Journal of Advertising, 27(1), 113-124.
  • Green Jr, S. E. (2004). A rhetorical theory of diffusion. Academy of Management Review, 29(4), 653-669.
  • Higgins, C. and Walker, R. (2012). Ethos, logos, pathos: Strategies of persuasion in social / environmental reports. Accounting Forum, 36(3), 194-208.
  • Horrobin, S. (2006). Immortality, human nature, the value of life and the value of life extension. Bioethics, 20(6), 279-292.
  • Jhally, S. (1990). The codes of advertising. Fetishism and the political economy of meaning in the consumer society. New York: Routledge.
  • Kriese, U. and Scholz, R. W. (2012). Lifestyle ideas of house builders and housing investors. Housing, Theory and Society, 29(3), 288-320.
  • Lawson, G. (2013). A rhetorical study of in-flight real estate advertisements as a potential site of ethical transformation in Chinese cities. Cities, 31, 85-95.
  • Lee, D. W. (2010). Decoding the persuasion strategies used in the advertising targeted for children. Korean Journal of Communication Studies, 18(4), 31-50.
  • Lin, C. L. (2008). Sexual issues: The analysis of female role portrayal preferences in Taiwanese print ads. Journal of Business Ethics, 83(3), 409-418.
  • Lin, C. L. and Yeh, J. T. (2009). Comparing society’s awareness of women: Mediaportrayed idealized images and physical attractiveness. Journal of Business Ethics, 90(1), 61.
  • Maruani, T. and Amit-Cohen, I. (2013). Marketing landscapes: The use of landscape values in advertisements of development projects. Landscape and Urban Planning, 114, 92-101.
  • Maslow, A. ( 1954). Motivation and personality. New York: Harper & Row.
  • Maslow, A. (2010). Towards a psychology of being. Eastford: Martino Fine Books.
  • Millan, E. and Reynolds, J. (2014). Self-construals, symbolic and hedonic preferences, and actual purchase behavior. Journal of Retailing and Consumer Services, 21(4), 550-560.
  • Mittal, B. (2015). Self-concept clarity: Exploring its role in consumer behavior.Journal of Economic Psychology, 46, 98-110.
  • Moring, I. (2000). Scales of space, place and money. Discursive landscapes of regional inertia, identity and economic change. Nordicom Review, 21(2), 171-189.
  • Neuman, W. L. (2016). Toplumsal araştırma yöntemleri: Nitel ve nicelik yaklaşımlar (8. Baskı). (Çev. Sedef Özge). Ankara: Yayın Odası Yayınları.
  • Nicholson, C. Y., Compeau, L. D. and Sethi, R. (2001). The role of interpersonal liking in building trust in long-term channel relationships. Journal of the Academy of Marketing Science, 29(1), 3.
  • O’Keefe, D. J. (1990). Persuasion. Theory and research, Sage, Newbury Park, CA.
  • O’Keefe, D. J. (2004). Trends and prospects in persuasion theory and research. In J. S. Seiter & R. H. Gass (Eds.), Perspective on persuasion, social influence, and compliance gaining (pp. 31-43). Boston, MA: Allyn & Bacon.
  • Olson, J. M. and Zanna, M. P. (1993). Attitudes and attitude change. Annual Review of Psychology, 44(1), 117-154.
  • O’Shaughnessy, J. and O’Shaughnessy, N. J. (2004). Persuasion in advertising. London: Routledge.
  • Packard, V. (1964). The hidden persuaders. New York: Pocket.
  • Page, J. and Thelwell, R. (2013). The value of social validation in single-case methods in sport and exercise psychology. Journal of Applied Sport Psychology, 25(1), 61-71.
  • Pollay, R. W. (1986). The distorted mirror: reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18-36.
  • Puto, C. P. and Wells, W. D. (1984). Informational and transformational advertising: The differential effects of time. Advances in Consumer Research, 11, 638-643.
  • Ramer-Biel, S. and First, A. (2011). No home away from home: The discourse of home in ads for third-age housing. Popular Communication, 9(3), 181-195.
  • Rocha, E. (2013). The woman in pieces: Advertising and the construction of feminine identity. SAGE Open, October-December: 1-12.
  • Rubin, H. J. and Rubin, I. S. (1995). Qualitative interviewing: The art of hearing data. Thousand Oaks, CA: Sage Publications.
  • Schembri, S., Merrilees, B. and Kristiansen, S. (2010). Brand consumption and narrative of the self. Psychology & Marketing, 27(6), 623-637.
  • Shimoda, T. (2010). Media portrayals of motherhood in parenting magazines in contemporary Japan. In M. Porter and J. Kelso (Eds.), Mother texts: Narratives and counter narratives (pp. 163-178). Newcastle, UK: Cambridge Scholars Publishing.
  • Smith, M. and Taffler, R. J. (2000). The chairman’s statement-A content analysis of discretionary narrative disclosures. Accounting, Auditing & Accountability Journal, 13(5), 624-647.
  • Stavrakakis, Y. (2000). On the critique of advertising discourse: A Lacanian view.Third Text, 14(51), 85-90.
  • Steinberg, S. (2006). Persuasive communication skills: Public speaking. Cape Town: Juta.
  • Sternberg, R. J. and Lubart, T. I. (1999). The concept of creativity: Prospects and paradigms. In R. J. Sternberg (Ed.), Creativity research handbook (pp. 3-15). New York: Cambridge University Press.
  • Thoits, P. A. (1983). Multiple identities and psychological well-being: A reformulation and test of the social isolation hypothesis. American Sociological Review, 174-187.
  • Tiwsakul, R. A. and Hackley, C. (2012). Postmodern paradoxes in Thai-Asian consumer identity. Journal of Business Research, 65(4), 490-496.
  • Verlegh, P. W. J., Fransen, M. L. and Kirmani, A. (2015). Persuasion in advertising: When does it work, and when does it not?. International Journal of Advertising, 34(1), 3-5.
  • Wharton, C. (2015). Advertising: Critical approaches. Abingdon, Oxon: Routledge. APA Dictionary of Psychology. (t.y.). Erişim: 06 Ekim 2017, https://dictionary.apa. org/love
  • APA Dictionary of Psychology. (t.y.). Erişim: 10 Ekim 2017, https://dictionary.apa. org/reciprocity
  • English Oxford Living Dictionaries. (t.y.). Erişim: 10 Ekim 2017, https:// en.oxforddictionaries.com/definition/consistency
  • Merriam-Webster. (t.y.). Erişim: 10 Ekim 2017, https://www.merriam-webster. com/dictionary/authority
  • Türk Dil Kurumu Güncel Türkçe Sözlük. (t.y.). Erişim: 13 Ekim 2017, http:// www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK. GTS.5ad4f3f262f0d4.80338980
There are 63 citations in total.

Details

Primary Language Turkish
Journal Section Presented Proceeedings
Authors

Ali Arıcı

Özgür Kılınç

Publication Date July 30, 2018
Submission Date May 6, 2018
Published in Issue Year 2018 Volume: 5 Issue: 4

Cite

APA Arıcı, A., & Kılınç, Ö. (2018). İkna Teorileri Çerçevesinde Yapı Reklamlarının Analizi. Erciyes İletişim Dergisi, 5(4), 535-555. https://doi.org/10.17680/erciyesiletisim.421434
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