KOVİD-19 pandemisinde yayınlanan reklamlara yönelik göstergebilimsel bir analiz
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Reklamlar, markaların tüketicilerle iletişime geçmesi ve marka hakkında olumlu imaj yaratabilmesi açısından önem arz etmektedir. Reklam filmlerinin etkisiyle insanlar belirli bir davranışa yönelebilmekte ya da söz konusu ürün veya hizmete yönelik tutumlar oluşturmaktadır. Reklamlar, tüketici ile ürün, marka veya firma arasında ilişki kurarak, toplumsal normlara uygun şekilde hareket eden ve tüketicinin zihnini doğrudan görsel unsurlar aracılığıyla etkileyen bir iletişim aracı olarak işlev görür. Günümüzde ticari kuruluşların hedef kitlelerini etkileyen toplumsal ve küresel olayları önemsedikleri ve bu ilgiyi çeşitli yollarla gösterdiği görülmektedir. Bu doğrultuda kar amacı gütmeyen kuruluşların topluma katkı sağlamak maksadıyla yürüttükleri sosyal pazarlama faaliyetlerine benzer çalışmalara ticari kuruluşlar da yönelmektedir. Firmaların sosyal pazarlamanın bileşenlerinden olan sosyal reklamla ilgili gönüllü çalışmalar yürüterek topluma yararlı olmaya çalıştıkları görülmektedir. Böylece firmalar, toplumsal olaylardan ayrı düşmemekte ve markalarını toplumla iç içe geçirerek akıllarda kalıcılığını korumakta ve olumlu imajını güçlendirmektedir. Mart 2020 itibariyle Türkiye'nin de etkilendiği Kovid-19 pandemisi, birçok sektörde değişikliklere neden olmuştur. Küresel salgın, dünyanın genelinde işleyişin yavaşladığı ve insanların bakış açısının değiştiği bir dönemi beraberinde getirmiştir. Firmalar da bu yeni düzene uygun kurumsal tanıtım faaliyetleri gerçekleştirmeyi tercih etmiştir. Firmaların gerçekleştirdiği kurumsal tanıtım faaliyetlerinin öncüsü, genellikle reklam filmleri olmaktadır. Firmaların/markaların da bu dönemdeki reklamlarında nasıl bir yol izlediği merak edilmektedir. Çalışma dahilinde, Kovid-19 pandemisine odaklanan ve Türkiye'de gösterime girmiş reklam filmlerinin analizi amaçlanmıştır. Çalışma kapsamında gıda, içecek, bilgi ve iletişim ve bankacılık sektörlerinden seçilen firmaların televizyon reklam filmleri nitel bir yöntem olan göstergebilimsel analiz kullanılarak incelenmiştir. Firmaların yayınladıkları reklamlarda Kovid-19 salgınından korunmaya yönelik sosyal mesafe, maske ve evde kalma tedbirleriyle ilgili farkındalık oluşturmaya çalıştığı gözlenmiştir. Pandemi döneminde firmalar moral verici içeriklerle, duygusal bağ kurma ve toplumsal dayanışma mesajlarıyla, reklamlarında tüketicilere geleceğe yönelik umut ve güven vererek, krizi birlikte aşma çağrısında bulunmuşlardır.
Advertisements are important for brands to communicate with consumers and create a positive image of the brand. With the influence of commercials, people may tend towards a certain behavior or form attitudes towards the product or service in question. Advertisements function as a communication tool that establishes a relationship between the consumer and the product, brand or company, acts in accordance with social norms and affects the consumer's mind directly through visual elements. Today, it is seen that commercial organizations care about social and global events that affect their target audiences and show this interest in various ways. In this direction, commercial organizations are also turning to activities similar to the social marketing activities carried out by non-profit organizations in order to contribute to society. It is seen that companies try to be beneficial to the society by conducting voluntary activities related to social advertising, which is one of the components of social marketing. In this way, companies are not separated from social events, and by intertwining their brands with society, they maintain their memorability and strengthen their positive image. The Covid-19 pandemic, which also affected Turkey as of March 2020, has caused changes in many sectors. The global pandemic has brought about a period in which the functioning of the world has slowed down and people's perspective has changed. Companies have also preferred to carry out corporate promotion activities in accordance with this new order. The pioneer of corporate promotional activities carried out by companies is usually commercials. It is curious how companies/brands follow a path in their advertisements in this period. Within the scope of the study, it is aimed to analyze the commercials focusing on the Covid-19 pandemic and released in Turkey. Within the scope of the study, television commercials of companies selected from the food, beverage, information and communication and banking sectors were analyzed using semiotic analysis, a qualitative method. It was observed that the companies tried to raise awareness about social distancing, masks and stay-at-home measures to protect against the Covid-19 pandemic in their advertisements. During the pandemic period, companies called for overcoming the crisis together by giving consumers hope and confidence for the future in their advertisements with uplifting content, emotional bonding and social solidarity messages.
Advertisements are important for brands to communicate with consumers and create a positive image of the brand. With the influence of commercials, people may tend towards a certain behavior or form attitudes towards the product or service in question. Advertisements function as a communication tool that establishes a relationship between the consumer and the product, brand or company, acts in accordance with social norms and affects the consumer's mind directly through visual elements. Today, it is seen that commercial organizations care about social and global events that affect their target audiences and show this interest in various ways. In this direction, commercial organizations are also turning to activities similar to the social marketing activities carried out by non-profit organizations in order to contribute to society. It is seen that companies try to be beneficial to the society by conducting voluntary activities related to social advertising, which is one of the components of social marketing. In this way, companies are not separated from social events, and by intertwining their brands with society, they maintain their memorability and strengthen their positive image. The Covid-19 pandemic, which also affected Turkey as of March 2020, has caused changes in many sectors. The global pandemic has brought about a period in which the functioning of the world has slowed down and people's perspective has changed. Companies have also preferred to carry out corporate promotion activities in accordance with this new order. The pioneer of corporate promotional activities carried out by companies is usually commercials. It is curious how companies/brands follow a path in their advertisements in this period. Within the scope of the study, it is aimed to analyze the commercials focusing on the Covid-19 pandemic and released in Turkey. Within the scope of the study, television commercials of companies selected from the food, beverage, information and communication and banking sectors were analyzed using semiotic analysis, a qualitative method. It was observed that the companies tried to raise awareness about social distancing, masks and stay-at-home measures to protect against the Covid-19 pandemic in their advertisements. During the pandemic period, companies called for overcoming the crisis together by giving consumers hope and confidence for the future in their advertisements with uplifting content, emotional bonding and social solidarity messages.
Açıklama
Anahtar Kelimeler
Reklamcılık, Advertising
