Abstract: Despite the internet, which is one of the mass media
that has become quite common in recent years, the relationship of
Advertisement with Television and Cinema, which have always
drawn attention of researchers as basic media and where visual use is
in the foreground, have also become the subject of various studies.
Based on the assumption that the known fundamental effects of
advertisements on consumers are closely related to the creative
process of advertisements as well as the nature and characteristics of
the medium where they are used, these basic mass media (Television
and Cinema) and the consumer motivations of the advertisements
they broadcast have become a focus of study.
Given that the viewers of the mass media in question have shifted
from a passive position to a more active one especially in recent years
and approach contents of advertisements, as they do all contents, in a
more critical and “pitiless" manner, it is possible to say that
individuals make more use of advertisements than in the past and
combine their individual goals with the goals of the advertisements.
This study, which aims at finding out what the goals of these new
individual advertisement use are, how they are shaped by the distinct
characteristics of Television and Cinema, where visuality takes
precedence as basic mass media, and what kind of places they occupy
in the minds of consumers, has determined consumers- motivations
as: “Entertainment", “Escapism", “Play", “Monitoring/Discovery",
“Opposite Sex" and “Aspirations and Role Models".
This study intends to reveal the differences or similarities among
the needs and hence the gratifications of viewers who consume
advertisements on Television or at the Cinema, which are two basic
media where visuality is prioritized.