Türkiye’de Yayınlanan Elektrikli Otomobil Yeşil Reklamlarının İçerik Analizi_ MECCAS Modeli Temelli Bir Yaklaşım

Öz

Bu çalışma, Türkiye’deki elektrikli otomobil yeşil reklamlarını Meccas modeli çerçevesinde incelemektedir. Araştırma, markaların “yeşil” mesajlarını nasıl kurguladığını, iletilerin hangi stratejilere dayandığını ve “yeşillik” düzeylerinin ne olduğunu belirlemeyi amaçlamaktadır. Araştırma kapsamında, 2021-2025 yılları arasında TOGG, MG, SsangYong, BYD, Peugeot, Hyundai, Mercedes, Kia, BMW ve Volvo markalarının YouTube kanalında yayınlanan yeşil reklamları içerik analizi yöntemiyle incelenmiştir. Bulgular, reklamlarda yeşil reklam stratejilerinin ağırlıklı olarak “çevresel iddia” ve “yürütme çerçevesi” unsurları üzerinden kurgulandığını göstermektedir. Tüketiciye sunulan faydalar çoğunlukla psikolojik ve duygusal boyutta şekillenmiş, fonksiyonel faydalar ikinci planda kalmıştır. Kaldıraç noktalarında duygusal, ahlaki ve zeitgeist temelli yaklaşımlar öne çıkarken, itici güç olarak “gezegenin korunması” ve “gelecek nesiller” vurgulanmıştır. MECCAS modeline göre, TOGG, Volvo, BMW ve Hyundai “yeşil”; BYD, Mercedes, Peugeot, MG ve Kia “açık yeşil”; SsangYong ise “yeşil kahverengi” düzeyinde yer almıştır. Türkiye’deki elektrikli otomobil yeşil reklamlarının genellikle estetik düzeyde çevreci mesajlar sunduğu, teknik ve bilgi temelli çevreci unsurların ise sınırlı kaldığı belirlenmiştir. Reklamların bütüncül bir yeşil reklam stratejisinden ziyade imaj oluşturma odaklı olduğu tespit edilmiştir.

Anahtar Kelimeler

• Yeşil reklam
• Elektrikli Araçlar
• Meccas Modeli
• İçerik Analizi
• YouTube

Content Analysis of Electric Car Green Advertisements Published in Türkiye: An Approach Based on the MECCAS Model

Öz

This study examines green advertising for electric cars in Turkey within the framework of the Meccas model. The research aims to determine how brands construct their “green” messages, what strategies the messages are based on, and what their “green” levels are. As part of the research, green advertisements published on the YouTube channels of TOGG, MG, SsangYong, BYD, Peugeot, Hyundai, Mercedes, Kia, BMW, and Volvo between 2021 and 2025 were analyzed using content analysis methods. The findings show that green advertising strategies in advertisements are primarily structured around the elements of “environmental claims” and “implementation framework.” The benefits offered to consumers are mostly shaped by psychological and emotional factors, with functional benefits taking a back seat. Emotional, moral, and zeitgeist-based approaches stand out at leverage points, while “protecting the planet” and “future generations” are emphasized as driving forces. According to the MECCAS model, TOGG, Volvo, BMW, and Hyundai are classified as “green”; BYD, Mercedes, Peugeot, MG, and Kia as “light green”; and SsangYong as “green-brown.” It has been determined that green advertisements for electric cars in Turkey generally convey environmentally friendly messages on an aesthetic level, while technical and information-based environmental elements are limited. It has been found that the advertisements are focused on image creation rather than a comprehensive green advertising strategy.

Anahtar Kelimeler

• : Green Advertising
• Electric Cars
• Meccas Model
• Content Analysis
• YouTube

Kaynakça

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