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Reklamları İzlediniz

\n\n\t\n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\n\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\n\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\n\t\t \n\t\t\n\t\t\t\n\t\t\t\n\t\t\t\n\t\t\n\t\t\t\t\n\t\t\n\t\t\t\t\t\n\t\t\n\t\n

\n\t\t\t\tÜrün Adı\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tReklamları İzlediniz\n\t\t\t
\n\t\t\t\tYayınevi\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tÜtopya Yayınevi\n\t\t\t
\n\t\t\t\tYazar\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tŞahinde Yavuz\n\t\t\t
\n\t\t\t\tKategori\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tİletişim - Medya,Araştırma İnceleme\n\t\t\t\t\t \n\t\t\t\t\n\t\t\t
\n\t\t\t\tStok Kodu\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\t9789756361627\n\t\t\t
\n\t\t\t\tSayfa Sayısı\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\t281\n\t\t\t
\n\t\t\t\tBoyut\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\t13.50x19.50\n\t\t\t
\n\t\t\t\tBasım Tarihi\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\t2007-10\n\t\t\t
\n\t\t\t\tKapak Türü\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tCiltsiz\n\t\t\t
\n\t\t\t\tKağıt Türü\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\t2. Hamur\n\t\t\t
\n\t\t\t\tDili\n\t\t\t	\n\t\t\t\t:\n\t\t\t	\n\t\t\t\tTürkçe\n\t\t\t

\n \n

Reklam araştırmalarında daha önceki ortodoks söylemlere direnen, reklamların izlenmesinden haz alınabilecek metinler olarak da değerlendirilebileceğini ortaya koyan araştırmalara duyulan gereksinim, bu kitabın temel eksenini oluşturmaktadır. Reklama yönelik eleştirilerde, genellikle reklamın izleyiciye ne yaptığı sorusunun cevabı aranırken, oysa bu çalışmada, reklam eleştirmenlerinin gözünde her zaman güçsüz, manipüle edilmeye açık olduğu varsayılan izleyicinin reklamları nasıl izlediği/ yorumladığı/ alımladığı araştırılıyor. Dört bölümden oluşan bu çalışmanın ilk üç bölümünde kısaca reklamın tarihçesi, sonra modern reklamcılığın nitelikleri, tüketim toplumu ile etkileşimleri tartışılmış, postmodernizmin kültürel alanında reklamın rolü incelenmiş, reklamın işlevlerinden bahsedilmiş ve reklamın haz kaynağı olup olamayacağı üzerinde durulmuştur. Dördüncü bölümde ise reklam metinlerinin izleyici ile buluşması sonucu oluşan alımlama analizi yer almaktadır. Bu bölümde, bir araştırmanın başlangıcından itibaren yaşanan sorunlar dahil olmak üzere, nasıl yapıldığı anlatılmıştır. Kitap bu özelliğiyle, bu alanda yapılmış araştırmalar henüz Türkçeye kazandırılmadığından, araştırma yapacaklar için bir kaynak niteliği taşımaktadır.

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