Ayça ÇEKİÇ AKYOL, Mevlüt AKYOL, Özgür KILINÇ

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

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

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

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.

Keywords:

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

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