Abstract: Today-s children, who are born into a more colorful,
more creative, more abstract and more accessible communication
environment than their ancestors as a result of dizzying advances in
technology, have an interesting capacity to perceive and make sense
of the world. Millennium children, who live in an environment where
all kinds of efforts by marketing communication are more intensive
than ever are, from their early childhood on, subject to all kinds of
persuasive messages. As regards advertising communication, it
outperforms all the other marketing communication efforts in
creating little consumer individuals and, as a result of processing of
codes and signs, plays a significant part in building a world of seeing,
thinking and understanding for children. Children who are raised with
metaphorical expressions such as tales and riddles also meet that fast
and effective meaning communication in advertisements.
Children-s perception of metaphors, which help grasp the “product
and its promise" both verbally and visually and facilitate association
between them is the subject of this study. Stimulating and activating
imagination, metaphors have unique advantages in promoting the
product and its promise especially in regard to print advertisements,
which have certain limitations. This study deals comparatively with
both literal and metaphoric versions of print advertisements
belonging to various product groups and attempts to discover to what
extent advertisements are liked, recalled, perceived and are
persuasive. The sample group of the study, which was conducted in
two elementary schools situated in areas that had different socioeconomic
features, consisted of children aged 12.
Abstract: Sharing motivations of viral advertisements by
consumers and the impacts of these advertisements on the
perceptions for brand will be questioned in this study. Three
fundamental questions are answered in the study. These are
advertisement watching and sharing motivations of individuals,
criteria of liking viral advertisement and the impact of individual
attitudes for viral advertisement on brand perception respectively.
This study will be carried out via a viral advertisement which was
practiced in Turkey. The data will be collected by survey method and
the sample of the study consists of individuals who experienced the
practice of sample advertisement. Data will be collected by online
survey method and will be analyzed by using SPSS statistical
package program.
Recently traditional advertisement mind have been changing. New
advertising approaches which have significant impacts on consumers
have been argued. Viral advertising is a modernist advertisement
mind which offers significant advantages to brands apart from
traditional advertising channels such as television, radio and
magazines. Viral advertising also known as Electronic Word-of-
Mouth (eWOM) consists of free spread of convincing messages sent
by brands among interpersonal communication. When compared to
the traditional advertising, a more provocative thematic approach is
argued.
The foundation of this approach is to create advertisements that
are worth sharing with others by consumers. When that fact is taken
into consideration, in a manner of speaking it can also be stated that
viral advertising is media engineering.
The content worth sharing makes people being a volunteer
spokesman of a brand and strengthens the emotional bonds among
brand and consumer. Especially for some sectors in countries which
are having traditional advertising channel limitations, viral
advertising creates vital advantages.