3.ULUSLARARASI BOĞAZİÇİ BİLİMSEL ÇALIŞMALAR KONGRESİ
THE EFFECT OF FOOD AND BEVERAGE ADVERTİSEMENTS ON THE AUDİENCE: AN APPLİCATİON FOR UNİVERSİTY STUDENTS
Advertising is a communication activity in exchange for payment to introduce or promote a product, service, brand or idea, or generally to arouse a reaction in the target audience. Advertising is generally carried out through visual, audio or written media and serves purposes such as attracting consumers' attention, providing information, arousing interest, creating a positive image or increasing the sales of the product. Food and beverage advertisements inspire consumers to discover, purchase and taste products. The food industry tries to increase the visibility of the brand or product by using a wide range of visual and written communication tools to reach different consumer profiles and develops creative strategies to influence the consumer base and attract attention by making their brands unique. Exposure to food and beverage advertisements affects individuals' purchasing and consumption preferences due to the customized or detailed content of the advertisements (character, visual elements, product, story, etc.). In this study, which the sample consisted of 28 students studying in the Siirt University associate degree program, their perceptions towards food and beverage advertisements were determined through objective attention measurements. Due to data saturation, the sample was limited to 28 participants. In order to obtain reliable data, interview questions were created as a result of literature review and participants' opinions were collected using face-to-face interview technique. Notes taken during the interview process were analyzed continuously, and qualitative data were analyzed using inductive qualitative content analysis during the research process. 7 questions were prepared, including topics such as advertising characters, nutritional habits, daily food habits, and the spread of new consumption trends. In line with similar answers given, sub-expressions were created and information was given about the expressions. The statements were made taking into account the purpose of the research and the data obtained from the participants. The participants' answers were shown as a table and described, and in the conclusion section, the descriptions were explained in detail and the study was concluded
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