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    Changes in Lifestyle Advertising During and After COVID-19 Pandemic Period
    (2022) Krom, İpek; Tam, Mehmet Sinan
    Lifestyle allows marketers to access detailed personal information about consumers, presents images they can identify with through brands, and appeals to consumers by presenting similar or different lifestyles. The study presents conceptual information on lifestyle marketing and advertising through a literature review and content analysis for lifestyle advertisements during the pandemic and post-pandemic periods. This research aimed to examine the changing lifestyle advertising understanding during and after the Covid-19 pandemic period using the content analysis method. It is concluded in the research that advertisements during the pandemic period revealed lifestyles that offer values and role models for consumers to put into practice, as stated in the social learning theory. On the other hand, during the post-pandemic period, the dynamics have changed commercially, with advertisers concentrating on messages imposing that the pandemic was overcome. In the advertisements of the pandemic period, lifestyles such as e-socialization, family relations, working from home, e-consumption, and messages such as hope, spiritual belief, and healthy life were conveyed to consumers. In the post-pandemic period, the lifestyles proposed in the advertisements comprise family relations, fashion, working from home, loneliness, e-socialization, e-consumption, leisure activities, and digitalizing. In addition, the messages given include success, hope, nostalgia, and beliefs.
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    Öğe
    The Brand Image Perception of Indirect Comparative Advertisements: Lipton Ice Tea “Don’t Choose the Easy Way” Ad Case
    (2024) Krom, İpek; Tam, Mehmet Sinan
    Comparative advertising is to make comparisons between two brands by making indirect or direct explicit references to the product of a certain brand. Comparative advertising is used to reveal the advantages, differences and qualities of a certain product or brand in a way that will attract the attention of the consumer. The impact of comparative advertisements on brand image has been discussed by advertising agency managers and in academic researches for many years. For this purpose, a sample of 18 participants, 9 males and 9 females, aged 22-59, from different professional groups was selected for the study using purposive sampling. In the research where the content analysis method was used, the brand image perception of indirect comparative ads was examined through Lipton Ice Tea's 'Drink Lipton, Don't Choose the Easy Way' advertising case. According to the findings, the participants above middle age have a more positive attitude towards comparative ads and the purchasing intention of the female participants, especially mothers, increased after watching the ad.