Reading Sustainability in Commercials: A Semiotic Analysis

Büşra Bulut; Ruşen Yamaçlı

Makale detayları

Reading Sustainability in Commercials: A Semiotic Analysis

Yazarlar:

Büşra Bulut | Ruşen Yamaçlı

Yayıncı:

Afyon Kocatepe University

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.26 Issue 2, pp.709-725

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317900

pISSN:

1302-1265

Anahtar kelimeler:

Özet:

 The concept of sustainability, which expresses the transfer of existing resources to future generations by conscious use, is a popular research area today. In this study, it is aimed to analyze in detail by examining which aspects and how the concept of sustainability is handled and by which indicators it is presented to the audience in corporate advertisements designed and prepared to inform the relevant masses within the scope of a service offered. There are many methods to influence the user in the images and messages used in advertising. Semiotic analysis helps us to make sense of the images used in these narrative methods. Many corporate commercials were watched within the scope of the study. In the study, which was limited to bank advertisements with striking works within the scope of sustainability, the commercials of Garanti Bank named Doğanın sesi and  Denizlerimize iyi bakacağız, memleket sevdasıyla  were analyzed by semiotic analysis method. While analyzing; The findings obtained by focusing on visual, linguistic and auditory elements were interpreted with advertisement scenes and tables. Within the framework of the data obtained, it has been concluded that indicators related to environmental pollution are frequently used in commercials, these indicators are supported with light, atmosphere and music, and themes such as tomorrow, future, hope and respect for nature are frequently included. Advertising films that emphasize the deterioration of the natural balance show their sensitive approach to this issue, emphasizing that similar organizations and people should act consciously about environmental problems.

 The concept of sustainability, which expresses the transfer of existing resources to future generations by conscious use, is a popular research area today. In this study, it is aimed to analyze in detail by examining which aspects and how the concept of sustainability is handled and by which indicators it is presented to the audience in corporate advertisements designed and prepared to inform the relevant masses within the scope of a service offered. There are many methods to influence the user in the images and messages used in advertising. Semiotic analysis helps us to make sense of the images used in these narrative methods. Many corporate commercials were watched within the scope of the study. In the study, which was limited to bank advertisements with striking works within the scope of sustainability, the commercials of Garanti Bank named Doğanın sesi and  Denizlerimize iyi bakacağız, memleket sevdasıyla  were analyzed by semiotic analysis method. While analyzing; The findings obtained by focusing on visual, linguistic and auditory elements were interpreted with advertisement scenes and tables. Within the framework of the data obtained, it has been concluded that indicators related to environmental pollution are frequently used in commercials, these indicators are supported with light, atmosphere and music, and themes such as tomorrow, future, hope and respect for nature are frequently included. Advertising films that emphasize the deterioration of the natural balance show their sensitive approach to this issue, emphasizing that similar organizations and people should act consciously about environmental problems.

 The concept of sustainability, which expresses the transfer of existing resources to future generations by conscious use, is a popular research area today. In this study, it is aimed to analyze in detail by examining which aspects and how the concept of sustainability is handled and by which indicators it is presented to the audience in corporate advertisements designed and prepared to inform the relevant masses within the scope of a service offered. There are many methods to influence the user in the images and messages used in advertising. Semiotic analysis helps us to make sense of the images used in these narrative methods. Many corporate commercials were watched within the scope of the study. In the study, which was limited to bank advertisements with striking works within the scope of sustainability, the commercials of Garanti Bank named Doğanın sesi and  Denizlerimize iyi bakacağız, memleket sevdasıyla  were analyzed by semiotic analysis method. While analyzing; The findings obtained by focusing on visual, linguistic and auditory elements were interpreted with advertisement scenes and tables. Within the framework of the data obtained, it has been concluded that indicators related to environmental pollution are frequently used in commercials, these indicators are supported with light, atmosphere and music, and themes such as tomorrow, future, hope and respect for nature are frequently included. Advertising films that emphasize the deterioration of the natural balance show their sensitive approach to this issue, emphasizing that similar organizations and people should act consciously about environmental problems.

 Mevcut kaynakların bilinçli kullanılarak gelecek kuşaklara aktarımını ifade eden sürdürülebilirlik kavramı, günümüzde popüler bir araştırma alanıdır. Bu çalışma ile sunulan bir hizmet kapsamında ilgili kitlelere bilgi vermek amacıyla tasarlanan ve hazırlanan kurumsal reklam filmlerinde sürdürülebilirlik kavramının hangi yönleriyle ve ne şekilde ele alındığı ve hangi göstergeler aracılığıyla izleyicilere sunulduğu irdelenerek detaylı bir şekilde analiz etmek amaçlanmaktadır. Reklam çalışmalarında kullanılan görsellerde ve iletilerde, kullanıcıyı etkilemek için birçok yöntem bulunmaktadır. Göstergebilimsel çözümleme, bu anlatım yöntemlerinde kullanılan imgeleri anlamlandırma konusunda bize yardımcı olmaktadır. Çalışma kapsamında birçok kurumsal reklam filmi izlenmiştir. Sürdürülebilirlik kapsamında çarpıcı çalışmaları bulunan banka reklamları ile sınırlı tutulan çalışmada Garanti Bankasına ait seçilen Doğanın sesi ve Denizlerimize iyi bakacağız, memleket sevdasıyla isimli reklam filmleri göstergebilimsel analiz yöntemi aracılığıyla çözümlenmiştir. Çözümleme yapılırken; görsel, dilsel ve işitsel ögelere odaklanılarak elde edilen bulgular reklam sahneleri ve tablolar eşliğinde yorumlanmıştır. Ulaşılan veriler çerçevesinde reklam filmlerinde, çevre kirliliğine ilişkin göstergelerin sıkça kullanıldığı, ışık, atmosfer ve müzikle bu göstergelerin desteklendiği, yarın, gelecek, umut, doğaya saygı gibi temalara sık sık yer verildiği sonucuna ulaşılmıştır. Doğal dengenin bozulmasına vurgu yapan reklam filmleri, bu konuya olan hassas yaklaşımını göstererek benzer kuruluşların ve insanların çevresel sorunlar konusunda bilinçli davranmaları gerektiğini vurgulamaktadır.

Makale detayları

Reading Sustainability in Commercials: A Semiotic Analysis

Yazarlar:

Büşra Bulut | Ruşen Yamaçlı

Yayıncı:

Afyon Kocatepe University

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.26 Issue 2, pp.709-725

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317900

pISSN:

1302-1265

Sustainability

Corporate Sustainability

Advertising

SemioticsSürdürülebilirlik

Kurumsal Sürdürülebilirlik

Reklam

Göstergebilim

Sayı

Makale detayları

Yazarlar: Büşra Bulut | Ruşen Yamaçlı

Yayıncı: Afyon Kocatepe University

Dergi: Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.26 Issue 2, pp.709-725

Belge Tipi: Makale

Yayın Tarihi: 6/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001317900

pISSN: 1302-1265

Sayı

Yazarlar:

Büşra Bulut | Ruşen Yamaçlı

Yayıncı:

Afyon Kocatepe University

Dergi:

Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi Vol.26 Issue 2, pp.709-725

Belge Tipi:

Makale

Yayın Tarihi:

6/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001317900

pISSN:

1302-1265