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- W2113722603 abstract "Ozet: 1980'li yillardan sonra lum dunyada secim kampanyalarinda yogun olarak kullanilmaya baslanan negatif politik reklamlar, oncelikli olarak rakiplerin olumsuz yonlerini vurgulayan ve bu olumsuzluklarin kampanyayi uygulayan kaynaga pozitif etki etmesini amaclayan politik reklam turii konumunda bulunmaktadir. Negatif politik reklamlarin amaclan gerceklestirme etkisi konusunda literaturde farkli gorusler bulunmakladir. Ancak bu konudaki karsit goruslere ragmeu, uygulamada negatif politik reklam mesajlarinin kullanimina giderek artan bir yoguulukta devam edilmektedir. Yaptigimiz arastirmada, negatif politik reklamlarin universite lisans ogrencileri tarafindan inanilir ve bilgilendirici bulunup bulunmadiklarim saptamak amaclanmaktadir. Ayrica hedef kitlenin, bu tur reklamlari uygulayanlara ve olumsuzluklari vurgulanan rakiplere karsi olaii tutumlarini belirlemek analiz, edilmeye calisilan diger konulardir.Arastirma sonuclan negatif politik reklamlarin universite ogrencileri tarafindan genelde inanilir ve bilgilendirici bulunmadigini ve ogrencilerin gerek bu tur reklamlari uygulayanlara gerekse kampanyada olumsuzluklan vurgulanan rakiplere karsi olumsuz bir tutuma sahip olduklarini ortaya koymaktadir. Abstract: The growih of negative political advertising has drawn the attention of numbers of researchers. Most research has tried to find its effectiveness on cognitive, affective and conative components of voters' responses. But the results of the researches are iuconsistent. While some research supports the use of negative advertising others assert that attack politics evoke a boomerang effect. The present study investigated the effectiveness of negative political advertising in terms of informativeness, believability and attitudes roward both the advertiser and the target. The findings suggest that negative political advertising was perceived as uninformative and untruthful!..Overall negative political advertising produced negative evaluations of both the advertiser and the target." @default.
- W2113722603 created "2016-06-24" @default.
- W2113722603 creator A5042770206 @default.
- W2113722603 date "2010-11-27" @default.
- W2113722603 modified "2023-09-28" @default.
- W2113722603 title "NEGATİF POLİTİK REKLAMLARIN ETKİSİNİN DEĞERLENDİRİLMESİ" @default.
- W2113722603 hasPublicationYear "2010" @default.
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