21. Yüzyılda Dijital Reklam Okuryazarlığının Türkiye İçin Önemi

Abstract

The 21 st century witnesses that people live in a world intertwined with various kinds of advertising, which utilize any possible channel to reach its audience to persuade them to think, behave and live in the desired way, and that the advertising industry progresses further each passing day with the help of opportunities provided by digital technologies. Therefore, it is vital for the people in this century to avoid falling behind this progress and develop the necessary skills to defend and empower themselves against any persuasive messages embedded explicitly or implicitly in digital advertisements. When Turkey is considered, it is seen that the rates of digital ad investments and spending have shown a considerable increase lately, resulting in a possible increase in the probability of people encountering numerous and different types of digital advertising during their time spent online, which has also increased dramatically in recent years. From this point of view, drawing from some preliminary research, this paper attempts to discuss the necessity of digital advertising literacy in the context of Turkey.