THE ADVERTISING CAMPAIGNS ON CHILDREN EXPOSED TO WAR IN THE CONTEXT OF JOHN SEARLE'S SPEECH ACT THEORY

Year 2022, Volume: 10 Issue: 2, 746 - 769, 30.09.2022

Caner Çakı

https://doi.org/10.19145/e-gifder.1108823

Cited By: 1

Abstract

AAfter the civil war in Syria and Yemen, with Russia’s beginning to invade Ukraine on 24th February, many Ukrainian children were caught in the middle of the war. At this stage, the importance of advertising campaigns emerged once again in the process of raising public awareness for children who were adversely affected by war by highlighting the problems experienced by children exposed to war and encouraging people to help. In the study, it was aimed to reveal how children exposed to war were presented and what messages were given to people in advertising campaigns prepared for children exposed to war by various organizations in the recent period. For this purpose, visual and written indicators used in nine different advertising campaigns from seven different countries (Germany, Australia, Belgium, Canada, Portugal, Singapore, Chile) about children exposed to war were analyzed through Speech Act Theory developed by John Searle within the scope of the study. In the findings obtained in the study, it was revealed that the technique of sadness appeal was used by emphasizing the negative effects of war on children in advertising campaigns. In the advertising campaigns examined in this way, it was concluded that it was sought to encourage that people helped children affected by war through the sadness appeal in the action dimension in general.

Keywords

War, Child, Advertising Campaign, Child Soldier, Public Service Announcement

JOHN SEARLE’NİN SÖZ EYLEM KURAMI BAĞLAMINDA SAVAŞA MARUZ KALAN ÇOCUKLARI KONU ALAN REKLAM KAMPANYALARI

Abstract

İç savaşın sürdüğü Suriye ve Yemen’den sonra 24 Şubat 2022 tarihinde Rusya’nın Ukrayna’yı işgale başlamasıyla pek çok Ukraynalı çocuk savaşın ortasında kalmıştır. Bu aşamada savaşa maruz kalan çocukların yaşadıkları sorunların ön plana çıkarılarak savaştan olumsuz yönde etkilenen çocuklara yönelik kamuoyunda farkındalık oluşturulması ve insanların yardım etmesinin teşvik edilmesi sürecinde reklam kampanyalarının önemi bir kez daha ortaya çıkmıştır. Çalışmada yakın dönemde çeşitli kuruluşlar tarafından savaşa maruz kalan çocuklara yönelik hazırlanan reklam kampanyalarında savaşa maruz kalan çocukların ne şekilde sunulduğunun ve insanlara hangi mesajların verildiğinin ortaya konulması amaçlanmıştır. Bu amaçla çalışma kapsamında savaşa maruz kalan çocukları konu alan yedi farklı ülkeden (Almanya, Avustralya, Belçika, Kanada, Portekiz, Singapur, Şili) dokuz farklı reklam kampanyasında kullanılan kamu spotlarındaki görsel ve yazılı göstergeler, John Searle tarafından geliştirilen Söz Eylem Kuramı üzerinden analiz edilmiştir. Çalışmada elde edilen bulgularda reklam kampanyalarında savaşın çocuklar üzerindeki olumsuz etkileri vurgulanarak hüzün çekiciliği tekniğinden yararlanıldığı ortaya çıkarılmıştır. Bu şekilde incelenen reklam kampanyalarında genel olarak eylem boyutunda hüzün çekiciliği üzerinden insanların savaştan etkilenen çocuklara yardım etmesinin teşvik edilmeye çalışıldığı sonucuna ulaşılmıştır.

Keywords

Savaş, Çocuk, Reklam Kampanyası, Çocuk Asker, Kamu Spotu

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