International Journal of Humanities and Social Science

ISSN 2220-8488 (Print), 2221-0989 (Online) 10.30845/ijhss

Speaking the Same Language: Turkish Emigrants’ Attitudes towards Turkish Television Advertising in Germany

This study aims to evaluate Turkish emigrants’ attitudes towards Turkish television advertisements. Within the framework of this research, first of all, a questionnaire was structured and applied to 404 people who live in Frankfurt am Main and Berlin. Data gathered was quantified to reach the results. To analyze the data, One Way ANOVA test was used. Results show that 43.6% of respondents think that Turkish advertisements are remembered easier than German advertisements. Despite this, it cannot be said that language used in advertisements has an influence on consumers’ buying process. For the buying process, 44.5% of respondents indicate Turkish advertisements are not more effective than German ones. At last but not least, advertising in Turkish does not affect 41.8% of participants’ buying decisions.

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