Reflection of Covid-19 Pandemic on Advertisements

Year 2021, Volume: 14 Issue: 3, 1099 - 1125, 25.07.2021

Enes Çetinkaya

https://doi.org/10.18094/josc.940127

Cited By: 1

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.

Keywords

Advertisement, Covid-19, Discourse, Critical Discourse Analysis, Consumption

Covid-19 Pandemisinin Reklamlara Yansıması

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.

Keywords

Reklam, Covid-19, Söylem, Eleştirel Söylem Analizi, Tüketim

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