The affect of television advertisements on the women consumers (The research on the laundry detergants advertisements)

The aim of this research is to determine the effects of television commercials, particularly detergent commercials, upon women consumers. Commercials for three different detergents (Omomatik tablet, Ariel, Alomatik) have been shown during the prime time (20.00-23.00) on Show TV, ATV, Kanal D and Star, the television channels with the highest rating within the dates 1.1.1999 and 15.1.1999. An examination of these commercials has revealed that in some versions the grammar rules of Turkish language have been overlooked while some versions proved to be monotonous and boring, too. A number of questionnaires carried out on 100 women with different educational backgrounds have proved that women watch television commercials either with or against their own will, and that they are influenced by the commercials. According to Brooks; "the wish to see is also the wish to own and to know. As these two wishes are inseperably united the wish to gain knowledge is also the wish to rule." Considerin women consumers who spend most of their spare times watching television the inevitable influence of commercials becomes clearer. In spite of the fact that women consumers cannot achieve the expected result in their use of the commercialised products, it is clear that they continue to be influenced by those commercials. Even this single fact is enough to demonstrate the powerful influence of television commercials. It has been observed that women consumers, even the ones with low incomes, place the purchase of cleansing agents on the second rank in an order of importance after their food purchases. While this situation displays the obvious importance of detergents in the life of women consumers, the182 fact that they cannot achieve the expected cleanliness has resulted in a reaction against commercialised detergents along with a lack of trust in the assertions in commercials. This problem has forced women consumers to produce their own solutions. Even in our age of space discoveries, women try to whiten their laundry with outdated methods, which is an important issue for detergent firms to think upon. Another important issue for women consumers is the high prices of these detergents which fail to provide them the cleanliness they look for. Women consumers have been longing for a cheap detergent which has great cleansing effect. It has been observed that the leading factor which determines the choices of women consumers is their own experiences. The price of the product and the advices of their friends also play an important role in women's choice of detergents. Besides these, television commercials also have an influence upon their choices either directly or indirectly. On the other hand, there are many cheap detergents which have not even been tried by women consumers simply because they lack commercials. The fact that women consumers keep on using the commercialised detergents even when they are not satisfied with their cleansing powers demonstrates the influence of television commercials. It has been observed that the television commercials best liked by women are the commercials of banks. This interest is a result of the fact that the commercials of banks are usually in dramatized form. On the other hand, despite the fact that the best - liked detergent commercial is that of Alomatik, the use of this detergent by women consumers is almost next to none.183 The fact that detergent commercials are usually boring and that the main message is not put forward in proper expressions cause these commercials to have negative effects upon women consumers. Women consumers do not like watching television commercials. In order to avoid watching them they change the channels when commercials begin. Yet, private television channels show commercials all at the same time. This becomes an obstacle on the way to escape and forces people to watch the commercials. In time these commercials begin to influence women by arousing interest and curiosity, which results in their consuming the product. Yet, as the assertions in the commercials do not prove to be true and the product does not produce the expected result, women consumers start to develop a negative view against commercials and the product they introduce.