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Reflection of Covid-19 Pandemic on Advertisements

Year 2021, Volume: 14 Issue: 3, 1099 - 1125, 25.07.2021
https://doi.org/10.18094/josc.940127

Abstract

The communication dimension of the Covid-19 pandemic, which has caused serious destruction worldwide, is at an important point. It is seen that there are changes in the advertising strategies of brands in this process, where different methods are used especially in the media and advertising fields. In this context, this study examines how the pandemic is used in advertisement launched during the Covid-19 process. In this direction, in this study, how the pandemic was handled in advertisements launched during the Covid-19 pandemic process and how it was used in advertisements by brands was analyzed by the method of critical discourse analysis. Therefore, the aim of this study is to reveal how brands try to benefit from a health-related issue and how this effort is revealed in advertisements. Within the scope of the research, the advertisements of three different brands that were broadcast on television channels and operating in different sectors during the Covid-19 pandemic in Turkey were examined. According to the findings, it is seen that advertisers prepare advertisements with emotional tones and consciously benefit from the appeal of fear. As a result, it should be considered as a reflection of the current system that brands try to benefit from this fear in their advertisements at a time when individuals are afraid of losing health. Even in a pandemic that threatens human health, this effort in order not to decrease of consumption rate shows once again the ravage of the capitalist system.

References

  • REFERENCES Allen, G. (2000). Intertextuality. New York: Routledge.
  • Anderson, P. (2007). The impact of alcohol advertising: ELSA Project report on the evidence to strengthen regulation to protect young people. Retrieved from https://ec.europa.eu/health/ph_projects/2004/action3/docs/2004_3_16_frep_a4_en.pdf
  • Ayvaz, S., & Livberber, T. (2019). Reklamlarda toplumsal sınıf: Otomobil reklamları üzerinden bir söylem analizi. Erciyes İletişim Dergisi, 6(2), 1141-1164. doi:10.17680/erciyesiletisim.518553
  • Baudrillard, J. (1998). The consumer society: Myths and structures. London: Sage.
  • Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38(4), 399-414. doi:10.1509/jmkr.38.4.399.18908
  • Chiang, K.-P., Chan, A., & Milan, R. (2018). Social marketing and advertising appeals: On perception and intention to purchase condoms among college students. International Journal of Healthcare Management, 11(2), 71-78. doi:10.1080/20479700.2016.1266149
  • Chih-Chung, C., Chang, C., & Lin, L. W.-C. (2012). The effect of advertisement frequency on the advertisement attitude-the controlled effects of brand image and spokesperson's credibility. Procedia-Social and Behavioral Sciences, 57, 352-359. doi:10.1016/j.sbspro.2012.09.1197
  • Cook, G. (2005). The discourse of advertising. New York: Routledge.
  • Dillard, J. P., & Peck, E. (2000). Affect and persuasion: Emotional responses to public service announcements. Communication Research, 27(4), 461-495. doi:10.1177/009365000027004003
  • Dyer, G. (2008). Advertising as communication. London and New York: Routledge.
  • Fairclough, N. (1989). Language and power. New York: Longman.
  • Fairclough, N. (1992a). Intertextuality in critical discourse analysis. Linguistics and Education, 269-293. doi:10.1016/0898-5898(92)90004-G
  • Fairclough, N. (1992b). Discourse and text: Linguistic and intertextual analysis within discourse analysis. Discourse & Society, 3(2), 193-217. doi:10.1177/0957926592003002004
  • Fairclough, N. (1993). Critical discourse analysis and the marketization of public discourse: the universities. Discourse & Society, 4(2), 133-168. doi:10.1177/0957926593004002002
  • Fairclough, N. (1995). Critical discourse analysis: the critical study of language. New York: Longman.
  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. London: Routledge.
  • Fairclough, N. (2012). Critical discourse analysis. International Advances in Engineering and Technology (IAET), 7, 452-487.
  • Kağıtçıbaşı, Ç., & Cemalcılar, Z. (2014). Dünden bugüne insan ve insanlar: Sosyal psikolojiye giriş. İstanbul: Evrim Yayınevi.
  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. doi:10.2307/3151660
  • Morris, J. D. (2012). Theories of emotion and affect in marketing communications. In S. Rodgers, & E. Thorson (Eds.), Advertising theory (pp. 85-104). New York: Routledge.
  • O'Shaugnessy, J., & O'Shaugnessy, N. J. (2004). Persuasion in advertising. London: Routledge.
  • Parker, R. S., Haytko, D. L., & Hermans, C. M. (2008). The marketing of body image: A cross-cultural comparison of gender effects in the U.S and China. Journal of Business & Economics Research, 6(5), 55-65. doi:10.19030/jber.v6i5.2418
  • Pearce, M., Cunningham, S. M., & Miller, A. (1971). Appraising the economic and social effects of advertising. A review of issues and evidence. Retrieved from https://files.eric.ed.gov/fulltext/ED074776.pdf
  • Percy, L. (2012). The role of emotion in processing advertising. In S. Rodgers, & E. Thorson (Eds.), Advertising theory. New York: Routledge.
  • Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current issues and research in advertising. Current Issues and Research in advertising, 6(1), 71-92. doi:10.1080/01633392.1983.10505333
  • Serttaş Ertike, A. (2009). Reklam (temel kavramlar, teknik bilgiler, örnekler). Ankara: Detay Yayıncılık.
  • Simpson, J. K. (2017). Appeal to fear in health care: Appropriate or inappropriate? Chiropractic & Manual Therapies, 25(1). doi:10.1186/s12998-017-0157-8
  • Şimşek, A. (2012). Sosyal bilimlerde araştırma yöntemleri. Eskişehir: Anadolu Üniversitesi Yayınları.
  • van Dijk, T. A. (2001a). Multidisciplinary CDA: a plea for diversity. In R. Wodak, & M. Meyer (Eds.), Methods of critical discourse analysis (pp. 95-120). London: Sage Publications.
  • van Dijk, T. A. (2001b). Critical discourse analaysis. In D. Schiffrin, D. Tannen, & H. E. Hamilton (Eds.), The handbook of discourse analysis (pp. 349-371). Oxford: Blackwell.
  • Wodak, R. (2015). Critical discourse analysis, discourse-historical approach. The International Encylcopedia of Language and Social Interaction, 1-14. doi:10.4135/9780857028020.d6
  • Yaktıl Oğuz, G. (2010). Güzellik kadınlar için nasıl vaade dönüşür: Kadın dergilerindeki kozmetik reklamları üzerine bir inceleme. Selçuk İletişim Dergisi, 6(3), 184-195. doi:10.18094/si.53103
  • Zambak, A. (2019). Critical discourse analysis of a bank advertisement: Education is the only thing that can be asked for a child! International Journal of Educational Spectrum, 1(2), 94-105.

Covid-19 Pandemisinin Reklamlara Yansıması

Year 2021, Volume: 14 Issue: 3, 1099 - 1125, 25.07.2021
https://doi.org/10.18094/josc.940127

Abstract

Dünya genelinde ağır yıkımlara neden olan Covid-19 pandemisinin iletişim boyutu önemli bir noktadadır. Özellikle medya ve reklam alanlarında farklı yöntemlerin kullanıldığı bu süreçte markaların reklam stratejilerinde de değişimler olduğu görülmektedir. Bu bağlamda bu çalışmada Covid-19 sürecinde yayınlanan reklamlarda pandeminin nasıl kullanıldığı incelenmektedir. Bu doğrultuda bu araştırmada Covid-19 pandemisi sürecinde yayınlanan reklamlarda pandeminin nasıl ele alındığı ve markalar tarafından reklamlarda nasıl kullanıldığı eleştirel söylem analizi yöntemiyle analiz edilmiştir. Dolayısıyla bu çalışmanın amacı markaların sağlıkla ilgili bir konudan nasıl fayda sağlamaya çalıştığını ve bu çabanın reklamlarda nasıl açığa çıktığını ortaya koymaktır. Araştırma kapsamında Türkiye’de Covid-19 pandemisi sürecinde televizyon kanallarında yayınlanan ve farklı sektörlerde faaliyet gösteren üç farklı markanın reklamı incelenmiştir. Elde edilen bulgulara göre reklamverenlerin duygusal tonlamalarla reklamlar hazırladıkları ve bilinçli olarak korku çekiciliğinden yararlandıkları görülmektedir. Sonuç olarak bireylerin sağlığı kaybetme korkusu yaşadığı bir dönemde markaların reklamlarında bu korkudan fayda sağlamaya çalışması mevcut sistemin yansıması olarak düşünülmelidir. İnsan sağlığını tehdit eden bir pandemi sürecinde dahi tüketim hızının düşmemesi adına gösterilen bu çaba kapitalist sistemin yıkıcı etkisini bir kez daha göstermektedir.

References

  • REFERENCES Allen, G. (2000). Intertextuality. New York: Routledge.
  • Anderson, P. (2007). The impact of alcohol advertising: ELSA Project report on the evidence to strengthen regulation to protect young people. Retrieved from https://ec.europa.eu/health/ph_projects/2004/action3/docs/2004_3_16_frep_a4_en.pdf
  • Ayvaz, S., & Livberber, T. (2019). Reklamlarda toplumsal sınıf: Otomobil reklamları üzerinden bir söylem analizi. Erciyes İletişim Dergisi, 6(2), 1141-1164. doi:10.17680/erciyesiletisim.518553
  • Baudrillard, J. (1998). The consumer society: Myths and structures. London: Sage.
  • Chandy, R. K., Tellis, G. J., MacInnis, D. J., & Thaivanich, P. (2001). What to say when: Advertising appeals in evolving markets. Journal of Marketing Research, 38(4), 399-414. doi:10.1509/jmkr.38.4.399.18908
  • Chiang, K.-P., Chan, A., & Milan, R. (2018). Social marketing and advertising appeals: On perception and intention to purchase condoms among college students. International Journal of Healthcare Management, 11(2), 71-78. doi:10.1080/20479700.2016.1266149
  • Chih-Chung, C., Chang, C., & Lin, L. W.-C. (2012). The effect of advertisement frequency on the advertisement attitude-the controlled effects of brand image and spokesperson's credibility. Procedia-Social and Behavioral Sciences, 57, 352-359. doi:10.1016/j.sbspro.2012.09.1197
  • Cook, G. (2005). The discourse of advertising. New York: Routledge.
  • Dillard, J. P., & Peck, E. (2000). Affect and persuasion: Emotional responses to public service announcements. Communication Research, 27(4), 461-495. doi:10.1177/009365000027004003
  • Dyer, G. (2008). Advertising as communication. London and New York: Routledge.
  • Fairclough, N. (1989). Language and power. New York: Longman.
  • Fairclough, N. (1992a). Intertextuality in critical discourse analysis. Linguistics and Education, 269-293. doi:10.1016/0898-5898(92)90004-G
  • Fairclough, N. (1992b). Discourse and text: Linguistic and intertextual analysis within discourse analysis. Discourse & Society, 3(2), 193-217. doi:10.1177/0957926592003002004
  • Fairclough, N. (1993). Critical discourse analysis and the marketization of public discourse: the universities. Discourse & Society, 4(2), 133-168. doi:10.1177/0957926593004002002
  • Fairclough, N. (1995). Critical discourse analysis: the critical study of language. New York: Longman.
  • Fairclough, N. (2003). Analysing discourse: Textual analysis for social research. London: Routledge.
  • Fairclough, N. (2012). Critical discourse analysis. International Advances in Engineering and Technology (IAET), 7, 452-487.
  • Kağıtçıbaşı, Ç., & Cemalcılar, Z. (2014). Dünden bugüne insan ve insanlar: Sosyal psikolojiye giriş. İstanbul: Evrim Yayınevi.
  • MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing Research, 23(2), 130-143. doi:10.2307/3151660
  • Morris, J. D. (2012). Theories of emotion and affect in marketing communications. In S. Rodgers, & E. Thorson (Eds.), Advertising theory (pp. 85-104). New York: Routledge.
  • O'Shaugnessy, J., & O'Shaugnessy, N. J. (2004). Persuasion in advertising. London: Routledge.
  • Parker, R. S., Haytko, D. L., & Hermans, C. M. (2008). The marketing of body image: A cross-cultural comparison of gender effects in the U.S and China. Journal of Business & Economics Research, 6(5), 55-65. doi:10.19030/jber.v6i5.2418
  • Pearce, M., Cunningham, S. M., & Miller, A. (1971). Appraising the economic and social effects of advertising. A review of issues and evidence. Retrieved from https://files.eric.ed.gov/fulltext/ED074776.pdf
  • Percy, L. (2012). The role of emotion in processing advertising. In S. Rodgers, & E. Thorson (Eds.), Advertising theory. New York: Routledge.
  • Pollay, R. W. (1983). Measuring the cultural values manifest in advertising. Current issues and research in advertising. Current Issues and Research in advertising, 6(1), 71-92. doi:10.1080/01633392.1983.10505333
  • Serttaş Ertike, A. (2009). Reklam (temel kavramlar, teknik bilgiler, örnekler). Ankara: Detay Yayıncılık.
  • Simpson, J. K. (2017). Appeal to fear in health care: Appropriate or inappropriate? Chiropractic & Manual Therapies, 25(1). doi:10.1186/s12998-017-0157-8
  • Şimşek, A. (2012). Sosyal bilimlerde araştırma yöntemleri. Eskişehir: Anadolu Üniversitesi Yayınları.
  • van Dijk, T. A. (2001a). Multidisciplinary CDA: a plea for diversity. In R. Wodak, & M. Meyer (Eds.), Methods of critical discourse analysis (pp. 95-120). London: Sage Publications.
  • van Dijk, T. A. (2001b). Critical discourse analaysis. In D. Schiffrin, D. Tannen, & H. E. Hamilton (Eds.), The handbook of discourse analysis (pp. 349-371). Oxford: Blackwell.
  • Wodak, R. (2015). Critical discourse analysis, discourse-historical approach. The International Encylcopedia of Language and Social Interaction, 1-14. doi:10.4135/9780857028020.d6
  • Yaktıl Oğuz, G. (2010). Güzellik kadınlar için nasıl vaade dönüşür: Kadın dergilerindeki kozmetik reklamları üzerine bir inceleme. Selçuk İletişim Dergisi, 6(3), 184-195. doi:10.18094/si.53103
  • Zambak, A. (2019). Critical discourse analysis of a bank advertisement: Education is the only thing that can be asked for a child! International Journal of Educational Spectrum, 1(2), 94-105.
There are 33 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies, Radio-Television
Journal Section Research Articles
Authors

Enes Çetinkaya 0000-0002-1820-228X

Publication Date July 25, 2021
Submission Date May 20, 2021
Published in Issue Year 2021 Volume: 14 Issue: 3

Cite

APA Çetinkaya, E. (2021). Reflection of Covid-19 Pandemic on Advertisements. Selçuk İletişim, 14(3), 1099-1125. https://doi.org/10.18094/josc.940127