Hediye Aydoğan
Akdeniz University, Asst. Prof. Dr., Advertising (2023-)
Akdeniz University, Research Assistant Dr., Advertising (2021-2023)
Akdeniz University, Research Assistant, Public Relations and Publicity, Advertising and Publicity (2013-2021)
Istanbul University, Undergraduate Student (Major Double Student), Radio, TV and Cinema (2010-2012)
Istanbul University, Undergraduate Student, English Translation Studies (2008-2012)
Address: Antalya, Türkiye
Akdeniz University, Research Assistant Dr., Advertising (2021-2023)
Akdeniz University, Research Assistant, Public Relations and Publicity, Advertising and Publicity (2013-2021)
Istanbul University, Undergraduate Student (Major Double Student), Radio, TV and Cinema (2010-2012)
Istanbul University, Undergraduate Student, English Translation Studies (2008-2012)
Address: Antalya, Türkiye
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Papers by Hediye Aydoğan
Keywords – Advertising, Education, Bibliometrics, Performance Analysis, Science Mapping
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Keywords – Sustainability Advertising, Consumer Responses, Arçelik, YouTube Comments, Semi-Structured Interview
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Keywords – Advertising, Storytelling, Documentary, YouTube Comment, Interview
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Thanks to the effects of developments in communication technologies, the awareness of increasing sensitivity to social problems has triggered individuals in the position of consumers in the society to turn to brands that worry about these problems, try to find solutions and prioritize the benefit of society. International Day of the Girl Child, which is celebrated to raise awareness about and to bring up solution suggestions to the inequalities girls face which have been waiting for a solution for a long time both in the world and in Turkey, is also seen as one of the days when consumers want brands to focus, and the literature lacks research which aims to explore consumer reactions to advertisements of this special day. From this point of view, this research aimed to reveal the consumer responses to the advertisements in Turkey within the scope of this special day by examining the consumer comments on YouTube. A total of 459 comments imported through the MAXQDA2020 program were subjected to thematic analysis. The findings indicate that the comments for a total of 18 advertisements aired by for-profit (f=2) and non-profit organizations (f=5) point to the interaction between the advertising channels, and the comments were posted for various reasons expressing consumers' 'like', 'criticism', 'suggestion', 'desire' and 'inquiry'. It was found that consumers posted comments not only for the relevant advertisement and the brand, but also for other advertisements and brands, other commenters, the public in general and even themselves for such reasons. Based on the results of the research, suggestions were provided for brands, practitioners and researchers.
The digital parenting qualities that parents, who take important responsibilities in raising the awareness of children, which are the focus of studies in the field of digital advertising, should acquire with the digital age, have gained importance and various studies have been carried out. However, to this end, no studies have been found that determine the main points of the research carried out in the field and shed light on the future directions. This study aims to quantitatively assess the current trends in the digital parenting and advertising research and identify potential gaps for future research. Thus, bibliometric analysis of 1830 documents extracted from WoS and Scopus was conducted on BiblioShiny and VOSViewer. The findings obtained through performance analysis and science mapping indicated that the most productive countries were US and Australia; the number of publications and citations increased after 2010; leading sources were those in the field of life sciences; country collaborations were mostly among developed countries; the tobacco, alcohol and food advertising was replaced by body image conveyed through social media advertising, and COVID-19 pandemic had a tremendous impact on recent research. Further research is recommended that they focus on the advertising literacy of digital parents and the issues of gender, algorithms, and artificial intelligence.
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It is an object of interest what kinds of changes happen in the advertising slogans in the digitalization process which has transformed the structure and reach of advertising. This study aims to reveal the differences between the use of figures of speech in traditional and digital advertising slogans. In this regard, the slogans of 1510 award-winning advertisements in the categories of press, region and digital of Kırmızı Awards in Turkey in between 2004 and 2018 were selected through purposive sampling method. The slogans of the advertisements were content-analyzed via MAXQDA 2020 data analysis program in terms of the figures of speech classification: trope-related, meaning-related, and scheme-related figures of speech. As a result, it was found out that while pun was the most used trope-related figure of speech, the most preferred meaning-related one was hyperbole, and the most frequent scheme-related one was homeoptoton. Furthermore, when compared in terms of the award categories, the findings indicated that while the slogans in the digital category lacked the use of anaphora, those in the press and region categories included anaphora though at a low rate; metaphor was the most used scheme-related figure of speech in the advertisements of the digital category, and that the advertising slogans in the press and region categories employed rhetorical question less than those in the digital category. In addition, some significant differences appeared in the use of figures of speech by press, region and digital categories in terms of sectors