Señales informativas y apelaciones emocionales en anuncios de revistas
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Introducción: El objetivo de este estudio es revelar cómo se construyeron los mensajes publicitarios en las revistas turcas, además de revelar el estado de las revistas turcas en el lapso de siete años. Metodología: Se realizó un análisis de contenido para revelar los niveles de uso de señales informativas y apelaciones emocionales en 876 anuncios publicados en revistas turcas en febrero de 2018, 2021 y 2024. Resultados: Las revistas tienen un menor número de anuncios en comparación con 2018, con algunas excepciones. Las señales informativas están presentes en todos los anuncios, mientras que las apelaciones emocionales se encuentran en el 35,3%. Existe una diferencia estadísticamente significativa en las señales de Precio/Valor, Calidad, Disponibilidad, Investigación Independiente, Investigación de la Empresa y Nuevas Ideas y el atractivo del humor a lo largo de los años. El atractivo emocional más utilizado es el atractivo de la calidez (23,9%), seguido de la nostalgia (5,8%), el erotismo (5,3%), el humor (2,5%) y el miedo (1,9%). Discusión y conclusiones: Las revistas impresas se enfrentan a retos en un entorno cada vez más digital. Además, los efectos de la pandemia son evidentes en los anuncios publicados en 2021, según nuestros hallazgos. Sin embargo, no todas las revistas son iguales. Algunas de las revistas tienen una mayor relación entre anuncios y páginas totales en comparación con 2018. Otro factor que afecta a la publicidad en revistas y a los anunciantes en general son los desafíos económicos. Estos se reflejan en el uso de señales y apelaciones. Entre las apelaciones emocionales, la calidez puede tener un riesgo relativamente bajo en comparación con el resto, y esto puede explicar sus porcentajes más bajos.
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