Ql - ITO

78 İSTANBUL CHAMBER OF COMMERCE
single text does not bring about one single form of "reception". On the
contrary, the same text can be perceived in various ways based on peoples'
individual and co lleeti ve life stories and experiences 53 . When it comes to TV
ads, it should be noted that the electronic rating system measures not the act of
"watching" but just the TV channel w hi ch is on.
As a matter of fact, a field study we have carried out for another research
reveals that the viewers of TV series, namely the most favorite TV programs of
advertisers, watch the ads very little. The advertisers, however, assume that ads
constitute the way through which viewers "reach" them 54 .
Vi.ewers' Tendancy to Watch Advertisements on
Advertising Breaks
• Always watches
• Usually watches
• Often watches
• Never watches
53
54
There are many sources on "communication theories". For example see. Annand Mattelart ve
Michele Mattelart, İletişim Kurarnları Tarihi, İstanbul, Cem Yayınlan, 1998. Considered as a
"founding text" in reception theories Stuart Hall, "Encoding, decoding", inCulture, Media,
Language, Hutchinson, Stuart Hall et al. (eds.), Londres, 1985. For a comprehensive scientific
study on viewers and reception, see. Brigitte Le Grignou, Du côte du public. Usages et reception
de la television, Ed.Economica, coll.Etudes Politiques, Paris, 2003.
Hülya Uğur Tanrıöver et al., ibid., 2011, p. 177-179.