Reklamcılık Eğitimi Alan Üniversite Öğrencilerinin Reklam Kavramına İliş-kin Algıları Üzerine Bir Metafor Analizi: Trabzon Örneği
A Metaphor Analysis of the Perceptions of University Students Studying Advertising Regarding the Concept of Advertising: Trabzon Example

Summary/Abstract: This study aims to reveal the perceptions of students receiving public relations and advertising/promotion education and students studying in other programs who have taken an “advertising” course, regarding the concept of “advertisement” through metaphors. The research seeks an answer to the question “How do university students receiving advertising education perceive the concept of “advertisement”?” In this qualitative research, the phenomenological design was used. The study group of the research consists of 236 associate, undergraduate, graduate and doctoral students studying at Trabzon University. Data were collected from the participants in the study through a form consisting of two parts. The first part of the form included questions about the demographic characteristics of the participants, and the second part included an expression that the participants were asked to complete; “Advertisement is like/similar to …………..… Because…………”. The data were analyzed using the content analysis technique, and descriptive analysis was employed within the content a nalysis process. As a result of the collected data, it was seen that the participants developed a total of 229 metaphors. The most frequently used metaphors are seen to be promotion, persuasion, marketing, mirror, money, color, picture, art, guiding and life/living. The metaphors created by the participants were grouped into nine distinct categories. According to these categories, it was determined that the participants positioned the concept of advertising most frequently in the context of the functions and functioning of advertising, creativity, art and aesthetics, strategic communication and campaign management.

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