THE USE OF SOCIAL ROLES CONFLICT IN TELEVISION ADVERTISEMENTS: AN EVALUATION ON THE PRESENTATION OF THE MOTHER-DAUGHTER-IN-LAW CONFLICT IN ADVERTISEMENTS

Yıl 2019, Cilt: 7 Sayı: 1, 131 - 154, 29.03.2019

Ayça Çekiç Akyol , Mevlüt Akyol , Özgür Kılınç

https://doi.org/10.19145/e-gifder.442665

Cited By: 4

Öz

The main function of advertising is to inform the consumers about the
products and services. Advertising also performs a task as a mirror reflecting
the society. Advertising sometimes helps to form new social realities, and sometimes
conveys the existing social realities into the content as the main element of
messages and an appeal to persuade. Social roles are also one of these
realities. The roles of women or men in the family or their social roles are
frequently seen in advertisements. The message, which is designed through these
roles, tries to convey social benefits of the product to the consumers. Thus, the advertisement sometimes presents the product as a tool to
realize oneself. In this study, the roles of mother-daughter-in-law in ads and
what kinds of persuasive messages are used to buy products and services through
these roles are analysed. In the study, 28 television advertisements, which were
used as the main element of mother-daughter-in-law figures, determined through purposive
sampling and analysed through content analysis. According to the results of the
research, it is seen that the conflict of mother-daughter-in-law is mostly
mentioned in white goods and food categories in terms of product category;
ironic and satirical humorous genres became prominent in the advertisements.
While 96.4% of the advertisements included
emotional appeals; 71.4% of them contained explicit conflict content.
The emphasis on the superiority arising from the use of the product is also
prominent in the advertisements. The function of advertising as a mirror reflecting culture presents a
view that reflects ongoing conflict between the mother-daughter-in-law. 

Anahtar Kelimeler

TV ad, Social role, Mother-daughter-in-law, Conflict, Content analysis

TOPLUMSAL ROLLERDEKİ ÇATIŞMANIN TELEVİZYON REKLAMLARINDA KULLANIMI: GELİN-KAYNANA ÇATIŞMASININ REKLAMLARDAKİ SUNUMU ÜZERİNE BİR DEĞERLENDİRME

Öz

Reklamın en temel işlevi tüketicileri ürün ve hizmetler hakkında
bilgilendirmektir. Reklam aynı zamanda toplumu yansıtan bir ayna görevini de
görmektedir. Reklam, kimi zaman yeni toplumsal gerçeklerin oluşturulmasına
yardım ederken; kimi zaman da mevcut toplumsal gerçekleri mesajın ana unsuru
şeklinde ikna amacıyla bir çekicilik olarak içeriğe taşımaktadır. Toplumsal
roller de bu gerçekliklerden biridir. Kadın ya da erkeğin toplumsal rolleri,
aile içindeki rolleri reklamda sıklıkla karşılaştığımız rollerdir. Bu roller
üzerinden kurgulanan mesaj, tüketiciye ürün ile ilgili sosyal faydayı da
aktarmaya çalışmaktadır. Dolayısıyla reklam, ürünü kimi zaman kendini
gerçekleştirmek için bir araç olarak sunmaktadır. Bu çalışmada reklamlardaki
gelin-kaynana rolleri ve bu roller üzerinden ürün ve hizmeti satın almaya yönelik
ikna edici ne tür mesajlar verildiği incelenmiştir. Çalışmada, içerik analizi
yöntemi ile yargısal örneklem yoluyla belirlenmiş içinde gelin-kaynana
figürlerinin ana unsur olarak kullanıldığı 28 televizyon reklamı analiz
edilmiştir. Araştırma sonuçlarına göre gelin-kaynana çatışmasına ürün
kategorisi açısından en fazla beyaz eşya ve gıda kategorilerinde değinildiği;
söz konusu reklamlarda ironi ve hiciv mizah türlerinin öne çıktığı görülmüştür.
İncelenen reklamların  %96,4’ünde
duygusal çekicilikler yer almışken; %71,4’ünde açık bir çatışma içeriği yer
almıştır. Ürün kullanımından kaynaklanan üstünlük vurgusu da reklamlarda öne
çıkmıştır. Reklamların kültürü yansıtan bir ayna olma işlevi, gelin-kaynana
arasında süregelen anlaşmazlığı da yansıtan bir görünüm sunmaktadır. 

Anahtar Kelimeler

TV reklamı, Toplumsal rol, Gelin-kaynana, Çatışma, İçerik analizi

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