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Advertising Appeals Used in Children's Television Networks: An Analysis of the Advertisements on Disney Channel in Turkey
Abstract
Advertisement is a way of communication preferred by companies so as to communicate with their target audience. Nowadays, children account for a large number of consumers worldwide, having their own preferences in terms of fashion, toys, foods, and television channels. One of the most important aspects of advertisement is the appeal. This chapter deals with the appeals mostly used in children targeted advertisements and analysis their content. In total, 334 advertisements were analyzed through content analysis method. The findings of the study show that emotional appeals are far more commonly used than rational appeals. Specially in toy advertisements, the joy/happiness sub-appeal is preferred more than the other sub-appeals. As for the use of rational appeals analyzed, it appears that the price sub-appeal tops the list.
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