AIDS’e Yönelik Kampanyalarda Kullanılan Reklamların William Labov’un Anlatı Çözümlemesi Işığında İncelenmesi

Year 2023, , 929 - 947, 30.07.2023

Yasemin Keskin Yılmaz

https://doi.org/10.17680/erciyesiletisim.1273165

Abstract

AIDS’in insanlar arasında yayılmasını önlemek için pek çok ülkede çeşitli kampanyalar düzenlenmekte, bu kampanyaların dışında da AIDS tehdidine vurgu yapan çeşitli reklamlar hazırlanmaktadır. Ülkeler, hazırladıkları bu reklamlarda AIDS tehdidine karşı insanları bilinçlendirmek ve önlem almaya teşvik etmek amacıyla çeşitli anlatılardan yararlanmaktadır. Çalışmada farklı ülkelerin AIDS’e karşı korunmayı konu alan reklamlarında ne tür anlatılar kullandığının ve bu anlatılar üzerinden de ne tür mesajların verilmeye çalışıldığının tespit edilmesi amaçlanmıştır. Bu amaçla çalışmada ABD, Almanya, Fransa, Hindistan, Hollanda, Kanada, Portekiz, İtalya ve Rusya’dan AIDS’e karşı korunmayı konu alan 9 farklı reklam, William Labov’un Anlatı Çözümlemesi üzerinden analiz edilmiştir. Gerçekleştirilen analizler üzerinden reklamların bir kısmında AIDS’in olumsuz etkisini ön plana çıkaran korku odaklı anlatılara yer verildiği, diğer bir kısmında ise AIDS’e karşı kondom kullanımının önemine vurgu yapıldığı bulgusuna ulaşılmıştır. Diğer yandan çalışmada AIDS’e karşı korunmayı konu alan reklamlardaki anlatılarda ülkeler arasında farklı metafor ve metalepsislerden yararlanılarak AIDS’e karşı korunmanın önemine vurgu yapılmaya çalışıldığı sonucuna varılmıştır.

Keywords

AIDS, Reklam, Anlatı Çözümlemesi, Sağlık, Cinsel Sağlık

An Analysis of Advertisements Used in AIDS Campaigns in the Light of William Labov's Narrative Analysis

Abstract

Various campaigns are organized in order to prevent the spread of AIDS among people, and various advertisements emphasizing AIDS threat are prepared apart from these campaigns in many countries. In these advertisements, countries use various narratives to raise awareness of AIDS threat and to encourage people to take precautions. In the study, it was aimed to determine what kind of narratives different countries used in advertisements on protection against AIDS and what kind of messages were sought to be given through these narratives. For this purpose, 9 different advertisements about protection against AIDS from USA, Germany, France, India, Netherlands, Canada, Portugal, Italy and Russia were analyzed through William Labov's Narrative Analysis. Through the analyzes, it was found that some of the advertisements included fear-focused narratives highlighting the negative impact of AIDS, while the other part emphasized the importance of using condoms against AIDS. On the other hand, it was concluded that the importance of protection against AIDS was sought to be emphasized by using different metaphors and metalepsis between countries in the narratives in the advertisements about protection against AIDS.

Keywords

AIDS, Advertisement, Narrative Analysis, Health, Sexual Health

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