Televizyon Reklamlarinda Yaşlılık Temsili

Year 2024, , 15 - 33, 30.01.2024

Damla İşbilen , Semih Salman

https://doi.org/10.17680/erciyesiletisim.1351774

Abstract

Yaşlı bireylere yönelik algıların oluşmasında ve çeşitli stereotiplerin oluşmasında medyanın önemli bir rolü bulunmaktadır. Bu araştırmada, yaşlı temsillerini medyada tespit ve analiz etmek amacıyla Saatchi & Saatchi ajansı tarafından tasarlanan televizyon reklamlarındaki yaşlı temsilleri incelenmiştir. Saatchi & Saatchi ajansı, dünya genelinde 67'den fazla ülkede, farklı kültürler için reklam kampanyaları yürütmüştür. Çalışmada amaçlı örneklem yönteminden homojen örnekleme tekniği kullanmış olup, araştırmanın örneklemini Saatchi & Saatchi ajansı tarafından 2015 ve 2020 yılları arasında beş ülkede yayınlanan yaşlı temsillerini içeren televizyon reklamları oluşturmaktadır. Reklamlar, anlam yaratma sürecini kavramak amacıyla Roland Barthes'ın düzanlam ve yananlam kavramları üzerinden göstergebilimsel analiz yöntemiyle incelenmiştir. Çalışma televizyon reklamlarının negatif ve pozitif yaşlı temsillerini içerdiğini göstermektedir. Pozitif yaşlı temsillerini içeren reklamlarda, negatif yaşlı temsili stereotipini yıkmak ve buna karşı çıkmak için bir tutum gözlemlenirken, reklamların

Keywords

Televizyon Reklamları, Yaşlılık, Göstergebilim, Stereotipler, Görsel Analiz.

The Representation of Older People In Commercials

Abstract

The media has a crucial role in the formation of perceptions toward older individuals and the development of various stereotypes. This research aims to identify and analyze older individuals’ representations in the media through commercials. The study population of the research is composed of commercials with older individuals’ representations by Saatchi & Saatchi agency which has carried out advertising campaigns for different cultures in more than 67 countries around the world. This study uses the homogenous sampling technique for the purposive sampling method. The study sample consists of commercials with older individuals’ representations broadcasted in five countries between 2015 and 2020 by Saatchi & Saatchi agency. The commercials are analyzed by the semiotic analysis method over Roland Barthes' concepts of denotation and connotation to comprehend the process of creating meaning. The study shows that commercials include negative and positive representations of older individuals. In the commercial with positive representations of older individuals, there is an attitude to break down the stereotype of the negative older individuals’ representation to oppose it. However, in most commercials, the negative stereotype of older individuals is reinforced.

Keywords

Commercials, Older individuals, Semiotics, Stereotypes, Visual Analysis.

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