The advertisement reading manner: A reception study about the effects of personel values

For the last 10 years, it is common to see various studies focused on advertisements and values. However those studies have missing parts: audiences. It seems that audiences are precluded in most of those studies focused on values and advertisements. Most of those studies reflect the aspect of the researchers by means of content analysis. In this context, it is determined to include the audiences in this study.In this study, advertisements, values and audiences are addressed together. Research data consists of both qualitative and quantitative data. At first, participants are requested to fill out value survey developed by Rokeach. After this stage, 4 advertisements, in sequence, Ikea, Alpet, Toyota Yaris and Körpe advertisements which drawled reaction at the time of the first broadcast and then banned, were showed to the participants one by one and tried to understand advertisement reading manner.Advertisement reading manner of the participants are evaluated by means of media text reading manner categories of Stuart Hall. It is found out that the result of the study support ?active audience? theorem. Each advertisement is read in different forms as indicated in 3 reading forms of Hall. The thesis saying that the same media message may be read differently by different audiences is verified in this study. Taking into account the values of the audiences, it is determined that the different advertisement reading is effected by differentiated values of the audiencesKeywords: Reception, advertisements, personal values