Tekstil Markalarının Reklamları Üzerine BM Kalkınma Hedefleri Perspektifinden Bir Analiz

Öz

Artan tüketim talepleri kaynak yönetiminin önemini artırmaktadır. Sınırlı doğal kaynakların tüketim ihtiyaçlarını karşılamak için kullanılması, markaların faaliyetlerini sürdürülebilirlik şemsiyesi altında yürütme zorunluluğunu beraberinde getirmektedir. Markaların üretim ve sonrasındaki süreçlerini tüm paydaşlarıyla iletişim halinde tutmaları, marka varlığının devamlılığı açısından önemli rol oynamaktadır. Günümüzde özellikle markalar için şirket içinde benimsenen sürdürülebilirlik politikaları ve kararları olmakla birlikte, diğer yandan uluslararası düzeyde yerine getirilmesi gereken yükümlülükler de bulunmaktadır. Bu çalışmada; tekstil markaları içinde son 5 yılda yapılan reklamların sürdürülebilirlik hedefleri kapsamında değerlendirilmesi amaçlanmıştır. Tekstil markalarının BM'nin 17 sürdürülebilir kalkınma hedefi kriteri kapsamında sürdürülebilirlik uygulamaları kapsamında yayınladıkları reklamlar içerik analizi yöntemi ile analiz edilmiştir. Markaların sürdürülebilir kalkınma hedeflerinin benzer ve farklılaştırıcı yönleri tespit edilmiştir. Totalde Mango markasının reklam sayısının fazla olmasının da etkisiyle sürdürülebilirlik hedef kriterlerini sağlama miktarının en fazla olduğu bununla birlikte Koton markasının reklam başına hedefleri sağlama oranı daha yüksek oranda bulunmuştur.

Anahtar Kelimeler

• Sürdürülebilirlik
• Reklamcılık
• Sürdürülebilir Reklam
• Sürdürülebilir Tekstil
• BM Sürdürülebilir Kalkınma Hedefleri

An Analysis of Textile Brands’ Advertisements from the Perspective of UN Development Goals

Öz

Increasing consumption demands increase the importance of resource management. The use of limited natural resources to meet consumption needs requires brands to carry out their activities under the umbrella of sustainability. Keeping brands in touch with all stakeholders about their production and post-production processes plays an important role in terms of the continuity of brand existence. Today, while there are sustainability policies and decisions adopted within companies, especially for brands, there are also obligations that need to be fulfilled at an international level. This study aims to evaluate the advertisements made by textile brands in the last 5 years within the scope of sustainability goals. Advertisements published by textile brands within the scope of sustainability practices within the scope of the UN's 17 sustainable development goals criteria were analyzed with the content analysis method. Similarities and differences between the brands' sustainable development goals were identified. Mango's overall sustainability goal achievement rate was found to be the highest, driven by its high number of ads. However, Koton's target achievement rate per ad was found to be higher.

Anahtar Kelimeler

• Sustainability
• Advertising
• Sustainable Advertising
• Sustainable Textiles
• UN Sustainable Development Goals

Kaynakça

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