Reklam ara\u015ft\u0131rmalar\u0131nda daha \u00f6nceki ortodoks s\u00f6ylemlere direnen, reklamlar\u0131n izlenmesinden haz al\u0131nabilecek metinler olarak da de\u011ferlendirilebilece\u011fini ortaya koyan ara\u015ft\u0131rmalara duyulan gereksinim, bu kitab\u0131n temel eksenini olu\u015fturmaktad\u0131r. Reklama y\u00f6nelik ele\u015ftirilerde, genellikle reklam\u0131n izleyiciye ne yapt\u0131\u011f\u0131 sorusunun cevab\u0131 aran\u0131rken, oysa bu \u00e7al\u0131\u015fmada, reklam ele\u015ftirmenlerinin g\u00f6z\u00fcnde her zaman g\u00fc\u00e7s\u00fcz, manip\u00fcle edilmeye a\u00e7\u0131k oldu\u011fu varsay\u0131lan izleyicinin reklamlar\u0131 nas\u0131l izledi\u011fi\/ yorumlad\u0131\u011f\u0131\/ al\u0131mlad\u0131\u011f\u0131 ara\u015ft\u0131r\u0131l\u0131yor. D\u00f6rt b\u00f6l\u00fcmden olu\u015fan bu \u00e7al\u0131\u015fman\u0131n ilk \u00fc\u00e7 b\u00f6l\u00fcm\u00fcnde k\u0131saca reklam\u0131n tarih\u00e7esi, sonra modern reklamc\u0131l\u0131\u011f\u0131n nitelikleri, t\u00fcketim toplumu ile etkile\u015fimleri tart\u0131\u015f\u0131lm\u0131\u015f, postmodernizmin k\u00fclt\u00fcrel alan\u0131nda reklam\u0131n rol\u00fc incelenmi\u015f, reklam\u0131n i\u015flevlerinden bahsedilmi\u015f ve reklam\u0131n haz kayna\u011f\u0131 olup olamayaca\u011f\u0131 \u00fczerinde durulmu\u015ftur. D\u00f6rd\u00fcnc\u00fc b\u00f6l\u00fcmde ise reklam metinlerinin izleyici ile bulu\u015fmas\u0131 sonucu olu\u015fan al\u0131mlama analizi yer almaktad\u0131r. Bu b\u00f6l\u00fcmde, bir ara\u015ft\u0131rman\u0131n ba\u015flang\u0131c\u0131ndan itibaren ya\u015fanan sorunlar dahil olmak \u00fczere, nas\u0131l yap\u0131ld\u0131\u011f\u0131 anlat\u0131lm\u0131\u015ft\u0131r. Kitap bu \u00f6zelli\u011fiyle, bu alanda yap\u0131lm\u0131\u015f ara\u015ft\u0131rmalar hen\u00fcz T\u00fcrk\u00e7eye kazand\u0131r\u0131lmad\u0131\u011f\u0131ndan, ara\u015ft\u0131rma yapacaklar i\u00e7in bir kaynak niteli\u011fi ta\u015f\u0131maktad\u0131r. <\/p>\n","protected":false},"excerpt":{"rendered":"
Reklam ara\u015ft\u0131rmalar\u0131nda daha \u00f6nceki ortodoks s\u00f6ylemlere direnen, reklamlar\u0131n izlenmesinden haz al\u0131nabilecek metinler olarak da de\u011ferlendirilebilece\u011fini ortaya koyan ara\u015ft\u0131rmalara duyulan gereksinim, bu kitab\u0131n temel eksenini olu\u015fturmaktad\u0131r. Reklama [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[15983,13488],"product_tag":[],"class_list":{"0":"post-697606","1":"product","2":"type-product","3":"status-publish","5":"product_cat-iletisim-ve-medya","6":"product_cat-toplum-ve-insan","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-utopya-yayinevi","10":"pa_yazar-sahinde-yavuz","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/697606","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=697606"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=697606"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=697606"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=697606"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}