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Trust in Communication Management

Edited By Aydemir Okay

This book aspires to make an expedient contribution to the trust-based body of knowledge. Various disciplines analyze the notion of "trust", by addressing it from their own perspectives. The fact that the importance of multilevel and cross-level perspectives is gaining increasing attention in communication management has led to a call for examining trust across levels of communication analysis. The authors approach trust from the standpoint of different sub-branches of communication discipline, including brand management, public relations research, comparative advertising, health communication, political communication and digital communication. In addition, this book provides empirical evidence from a wide range of cases in Turkey, seeking to both reveal the existing situation in details and open up a world of new questions and lines of enquiry to pursue for future research.

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Gonca Yıldırım - Reliability in Communication Management: Analysis of Reliability Phenomenon that Comparative Advertisements Create on Consumers


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Gonca Yıldırım

Reliability in Communication Management: Analysis of Reliability Phenomenon that Comparative Advertisements Create on Consumers

Abstract Institutions perform administrative, institutional, communicational methods and activities for continuity of their relations with their shareholders and consumers in order to be able to ensure trust for their products and services. Advertisement is the first of these communicational activities. Advertisement is one of the most important communication tools that is used for introduction, sale, prestige of their products and services.

Subsequently to the “New Consumer Rights Legislation” being passed into law, “Commercial Advertisement and Unjust Commercial Applications Regulations” went into effect after being published in January 10, 2015 dated Formal Newspaper. It seems like many new, creative ideas in regard of both; those who are at the coatface and the consumers might emerge with this law that advertising clients and advertisers have been waiting for for too long.

With the phrase “name, brand, logo or other distinctive shape or phrases and commercial name and company name can be placed in comparative advertisements; with the condition of being appropriate for provisions mentioned in the first subclause of this article” mentioned in 2nd subparagraph, 8th article of regulations titled “Comparative Advertisements” came the freedom touse an opponent’s brand in comparative advertisements. This editing went in effect in January 10th, 2106.

Although those kinds of advertisements have not been published in Turkey; the problem addressed in this study is what...

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