THE ROLE OF PERCEPTION IN SHAPING ADVERTISING CONTENTS: AN INVESTIGATION ON PRINTED ADVERTISEMENTS

Abstract

Today, it is important that brands add many different elements to the brand communication process in order to convince consumers. Perception is a psychological factor that drives consumer behavior. In addition, it includes how individuals understand and interpret many stimuli they encounter in the environment they live in. It can also be said that the perception has a significant impact on the shaping of the advertising content as it is a consumer-oriented element. In this respect, the correct orientation of the perception, based on the consumer expectations, is the determining factor in the success of the brand. In this research, nine advertising images which have received awards in 2017 Kristal Elma Press Category, are examined in terms of perception characteristics. In this respect, the images added to the sample were analyzed semiotic. In the results obtained, it was determined that visual studies and message contents were shaped by a certain structural integrity. At the same time, it is seen that advertising attractions, such as fear and humor, are frequently preferred to arouse the interest of the consumer.

Keywords

• Consumer Behavior
• Advertising
• Perception