A Study on Banking Advertisements in Turkish TV Channels
Advertisements are one of the most influential means of increasing a company’s share in the overall market. They employ several cultural values so as to shape people’s purchase habit and create a positive attitude toward advertized products. Thus, this study investigated the verbal content of banking advertisements with a focus on cultural values they presented. The data were elicited from TV advertisements telecasted on Turkish TV channels throughout 2012. The study found that the common method used in the advertisements was to set a pessimistic scene in which advertized products appeared as a panacea. Furthermore, it yielded several cultural values, some of which were rigorously promoted while others were criticized in some way. These comprised collectivism, familial relations, patriarchy, patriotism, religious values, social conventions, wisdom on the one hand, and achievement, competitiveness, consumption, distrust, easy life, globalization, hedonism and individualism on the other. Finally, this study revealed that the traditional versus modern dichotomy constituted a prevalent conflict in Turkish society.
Cheng, H. & Patwardhan, P. (2010). One Region, Two Worlds? Cultural Values in Chinese and Indian TV Commercials. Asian Journal of Communication, 20(1), 69-89.
Cheng, H. & Schweitzer, J.C. (1996). Cultural Values Reflected in Chinese and U.S. Television Commercials. Journal of Advertising Research, 36(3), 27-45.
Cheong, Y., Zheng, L., & Kim, K. (2011). Product Global Reach, Advertising Standardization, and Cultural Values: An analysisi of 2008 Beijing Olympic TV commercials. Asian Journal of Communication, 21(3), 279-300.
Cho, B., Kwon, U., Gentry, J. W., Jun, S. & Kropp, F. (1999). Cultural Values Reflected in Theme and Execution: A Comparative Study of U.S. and Korean Television Commercials. Journal of Advertising, 28(4), 59-73.
Fam, K. S., Waller, D. S. & Erdogan, B. Z. (2004). The Influence of Religion on Attitudes Towards the Advertising of Controversial Products. European Journal of Marketing, 38(5), 537-555.
Kalliny, M. & Gentry, L. (2007). Cultural Values Reflected in Arab and American Television Advertising. Journal of Current Issues and Research in Advertising, 29(1), 15-32.
Kalliny, M., Saran, A., Ghanem, S. & Fisher, C. (2011). Cultural Differences and Similarities in Television Commercials in the Arab world and the United States. Journal of Global Marketing, 24(1), 41-57.
Lin, C. A. (2001). Cultural Values Reflected in Chinese and American Television Advertising. Journal of Advertising, 30(4), 83-94.
Oyedele, A. & Minor, M. S. (2012). Consumer Culture Plots in Television Advertising from Nigeria and South Africa. Journal of Advertising, 41(1), 91-107.
Pollay, R. W. (1983). Measuring the Cultural Values Manifest in Advertising. In Leigh, J. H. & Martin, C. R. Jr. (Eds.), Current Issues and Research in Advertising. Ann Arbor, MI: University of Michigan Graduate School of Business Division of Research, 72- 92.
Pollay, R. W. & Gallagher, K. (1990). Advertising and Cultural Values: Reflections in the Distorted Mirror. International Journal of Advertising, 9(4), 359-372.
Pollay, R. W. & Mittal, B. (1993). Here are the Beef Factors, Determinants, and Segments in Consumer Criticism of Advertising. Journal of Advertising, 57(3), 99-114.
Tse, D. K., Belk, R. W. & Zhou, N. (1989). Becoming a Consumer Society: A Longitudinal and Cross-Cultural Analysis of Print ADS from Hong Kong, The People’ Republic of China and Taiwan. Journal of Consumer Research, 15(4), 457-472.
Wah, L. C. (2005). Cultural Influences in Television Commercials: A Study of Singapore and Malaysia. Journal of Promotion Management, 12(1), 57-84.
Zhang, Y. B. & Harwood, J. (2004). Modernization and Tradition in an Age of Globalization: Cultural Values in Chinese Television Commercials. Journal of Communication, 54(1), 156-172.
- There are currently no refbacks.
If you have already registered in Journal A and plan to submit article(s) to Journal B, please click the CATEGORIES, or JOURNALS A-Z on the right side of the "HOME".
We only use four mailboxes as follows to deal with issues about paper acceptance, payment and submission of electronic versions of our journals to databases: email@example.com; firstname.lastname@example.org; email@example.com; firstname.lastname@example.org
Copyright © Canadian Academy of Oriental and Occidental Culture (CAOOC)
Address:730, 77e AV, Laval, Quebec, H7V 4A8, Canada
Telephone: 1-514-558 6138