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Tarihsel Yaklaşımla Reklamcılığa Dair Eğilimler: Bibliyometrik Bir Analiz

Year 2025, Volume: 28 Issue: 1, 287 - 310, 30.04.2025

Aytaç Burak Dereli , Hilal Sevimli

https://doi.org/10.29249/selcuksbmyd.1610003

Abstract

Sanayi Devrimi ile birlikte tüketim toplumlarının ortaya çıkışı beraberinde modern reklamın doğuşunu getirmiştir. Reklam, ortaya çıktığı ilk dönemlerde yalnızca bir pazarlama aracı olarak görülürken küreselleşen dünya düzeni ile birlikte ideolojik ve kültürel düşünceleri iletme, değişim ve dönüşümün aracı olma ya da cinsiyet çalışmaları gibi eleştirel düşünce perspektiflerinden de değerlendirilmeye başlamıştır. Reklama ilişkin ifade edilen bu bakış açıları, reklamcılığın akademik dünyasında pek çok araştırma dâhilinde incelenmiş ve incelenmeye devam edilmektedir. Yapılan akademik çalışmaların nitelik ve niceliklerindeki çeşitlenme beraberinde reklamcılık alanyazınının genel bir profilinin çıkarılmasını da gerektirmiştir. Bu çalışma, reklam araştırmacılarının 2018-2022 yılları arasındaki odak noktalarını ve odak noktalarının gelecekte nereye yönelebileceklerini ortaya koymak amacıyla “advertising” başlığı ile Web of Science (WOS) veri tabanında yer alan 4.079 makalenin bibliyometrik analizini sunmaktadır. Analizler, WOS veri tabanı ve VOSviewer yazlımı aracılığıyla iki kategoride 17 başlık altında yapılmıştır. Yapılan analizler sonucunda reklamın özellikle hızla çalışılmaya devam edilen bir konu olduğu, ancak internet reklamcılığı, makine öğrenmesi gibi günümüzün reklamcılık anlayışını önemli ölçüde dönüştüren paradigmaların yeterince çalışılmadığı saptanmıştır. Sosyal ve beşeri bilimlerin bir bileşeni olarak reklamın yalnızca Amerika ile Avrupa ülkeleri tarafından değil dünyanın her bölgesinde ele alındığı; bir çalışma alanı olarak yalnızca sosyal ve beşeri bilimler ile sınırlanmadığı; fen bilimleri, mühendislik ve sağlık bilimleri gibi alanlar tarafından da ilgi odağı olduğu, çalışma kapsamında ulaşılan diğer sonuçlardır.

Keywords

Reklam Reklamcılık Bibliyometrik Analiz Reklam Araştırmaları

References

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Trends in Advertising with Historical Approach: A Bibliometric Analysis

Year 2025, Volume: 28 Issue: 1, 287 - 310, 30.04.2025

Aytaç Burak Dereli , Hilal Sevimli

https://doi.org/10.29249/selcuksbmyd.1610003

Abstract

The emergence of consumer societies with the Industrial Revolution brought with it the birth of modern advertising. While it was seen only as a marketing tool in the early periods of its emergence, with the globalizing world order, it has begun to be evaluated from the perspective of critical thinking such as conveying ideological and cultural ideas and gender studies. These various perspectives on advertising have been and continue to be included in many studies in the academic world of advertising. Diversification in the quality and quantity of academic studies has necessitated the creation of a general profile of the advertising literature. This study carried out a bibliometric analysis of 4,079 articles in the Web of Science (WOS) database under the title "advertising" in order to reveal where advertising researchers focused their attention between 2018 and 2022 and where they may turn in the future. Analyzes were made under 16 headings in two categories through the WOS database and VOSviewer software. As a result of the analysis, it was determined that advertising is a subject that continues to be studied particularly rapidly, but paradigms such as internet advertising and machine learning, which significantly transform today's advertising understanding, have not been studied sufficiently. Advertising, as a component of social sciences and humanities, is addressed not only in America and European countries but in every region of the world; As a field of study, it is not limited only to social sciences and humanities; Another result obtained within the scope of the study is that it is also the focus of attention in fields such as science, engineering and health sciences.

Keywords

Advertising Advertisement Bibliometric Analysis Advertising research

References

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  • Alsharif, A. H., Salleh, N. Z. M., Alrawad, M. ve Lutfi, A. (2023). Exploring global trends and future directions in advertising research: A focus on consumer behavior. Current Psychology, 43(7), 6193-6216. https://doi.org/10.1007/s12144-023-04812-w
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  • Campbell, C., & Marks, L. J. (2015). Good native advertising isn’t a secret. Business horizons, 58(6), 599-606.
  • Campbell, C., Ferraro, C., & Sands, S. (2014). Segmenting consumer reactions to social network marketing. European Journal of Marketing, 48(3/4), 432-452.
  • Chiu, C. H., Choi, T. M., Dai, X., Shen, B. ve Zheng, J. H. (2018). Optimal advertising budget allocation in luxury fashion markets with social influences: A mean‐variance analysis. Production and Operations Management Society, 27(8), 1611-1629. https://doi.org/10.1111/poms.12886
  • Corvalán, C., Reyes, M., Garmendia, M. L. ve Uauy, R. (2018). Structural responses to the obesity and non‐communicable diseases epidemic: Update on the Chilean law of food labelling and advertising. Public Health, 20(13), 1-8. https://doi.org/10.1111/obr.12099
  • Cropmton, A. (1982). The craft of copywriting: How to write great copy that sells. Prentice-Hall.
  • Danvila-del-Valle, I., Estevez-Mendoza, C. ve Lara, F. J. (2019). Human resources training: A bibliometric analysis. Journal of Business Research, 101, 627-636. https://doi.org/10.1016/j.jbusres.2019.02.026
  • del Barrio-García, S., Muñoz-Leiva, F. ve Golden, L. (2020). A review of comparative advertising research 1975–2018: Thematic and citation analyses. Journal of Business Research, 121, 73-84. https://doi.org/10.1016/j.jbusres.2020.08.023
  • Dereli, A. B. (2024). Vosviewer ile bibliyometrik analiz. Communicata, 28, 1-7. https://doi.org/10.32952/communicata.1517725
  • Dereli, A.B. ve Karaçor, S. (2023). Producing advertisement with the purpose of creating public opinion in the nation building: An examination on the national economy and augementation agency posters in the context of İhap Hulusi Görey posters. Z. Karaçor, B. Güvenek ve S. Karaçor (Ed.), BILTEK-VIII International Symposium On Current Developments In Science Technology and Social Sciences (ss. 1149-1156). ISPEC Yayınevi.
  • Dichter, E. (2002). The strategy of desire. Routledge.
  • Donthu, N., Kumar, S. ve Pattnaik, D. (2021). Intellectual structure and publication pattern in International Journal of Advertising: A bibliometric analysis during 1982–2019. International Journal of Advertising, 40(2), 148-174. https://psycnet.apa.org/doi/10.1080/02650487.2020.1756655
  • Down, H. A. (1931). The art of window display. Sir I. Pitman ve Sons Limited.
  • Elbardai, H., Lakhrif, K. ve Yildiz, H. (2021). Rational and emotional advertising: A bibliometric analysis (1990−2020). International Journal of Marketing Studies, 13(4), 16-30. http://dx.doi.org/10.5539/ijms.v13n4p16
  • Fiske, J. (1989). Reading the popular. Routledge.
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There are 77 citations in total.

Details

Primary Language Turkish
Subjects Advertisement
Journal Section Original Research Articles
Authors

Aytaç Burak Dereli 0000-0002-6449-7509

Hilal Sevimli 0000-0002-9043-5643

Publication Date April 30, 2025
Submission Date December 30, 2024
Acceptance Date April 15, 2025
Published in Issue Year 2025 Volume: 28 Issue: 1

Cite

APA Dereli, A. B., & Sevimli, H. (2025). Tarihsel Yaklaşımla Reklamcılığa Dair Eğilimler: Bibliyometrik Bir Analiz. Selçuk Üniversitesi Sosyal Bilimler Meslek Yüksekokulu Dergisi, 28(1), 287-310. https://doi.org/10.29249/selcuksbmyd.1610003
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