DERGİ REKLAMLARINDA ÇEVRECİ İDDİALAR: EKO IQ DERGİSİNE YÖNELİK BİR İÇERİK ANALİZİ

Günümüzde, çevre sorunlarının artması ve daha fazla gündeme gelmesiyle beraber bu sorunlara yönelik hem tüketiciler hem de firmalar açısından bir farkındalık oluşmaya başlamıştır. Çevre duyarlılığına sahip, başka bir deyişle hem mevcut hem de potansiyel yeşil tüketicilerin satın alma davranışlarındaki temel motivasyonlardan biri ürünün, üretim, dağıtım ve hatta tüketim sonrası süreçlerde çevre yararına bir ilişki yaratıp yaratmadığıdır. Dolayısıyla, firmalar yeşil tutundurma faaliyetlerinde ürün ya da hizmeti yeşil olarak sunmak, tüketicilerin çevresel beklentilerini karşılamak, bu sayede uzun vadede rekabet avantajı elde edebilmek ve firmanın çevreci imajını oluşturmak, korumak ya da sunmak amacıyla yeşil tutundurma faaliyetlerine yönelmişlerdir. Yeşil pazarlama iletişiminin unsurlarından biri olan yeşil reklamcılık yeşil ürün ve hizmetlerin satışlarının artırılması ya da korunmasında önemli bir araçtır. Söz konusu amaçlar için firmalar reklamlarında çeşitli çevreci mesajlara değinmektedirler. Bu çalışmanın konusu firmaların çevreci iddialara ve mesajlara değindikleri "yeşil reklamlardır." Çalışmanın amacı yeşil tutundurma faaliyetlerinden biri olan yeşil reklamlardan hareketle çevre ile reklam arasındaki ilişkiyi inceleyip bu ilişkinin dergi reklamlarında nasıl yansıtıldığını saptamak ve bu bağlamda yeşil reklamın özelliklerini ortaya çıkarmaktır. Bu amaç doğrultusunda Eko IQ dergisinde Mart-Nisan 2012 sayıları ile MayısHaziran 2013 sayılarında yayınlanan toplam 49 reklam niceliksel içerik analizi yöntemi ile incelenmiş ve bu bağlamda firmaların yeşil seviyeyi, yeşil iddiaları ve bir reklam çekiciliği olarak çevresel kaygıyı nasıl kullandıkları ortaya konulmuştur

ENVIRONMENTAL CLAIMS IN THE MAGAZINE ADVERTISEMENTS: A CONTENT ANALYSIS OF EKO IQ MAGAZINE

Today’s increase in environmental problems and their growing presence on our agenda have led to a greater awareness of both consumers and companies. One of the main influences on the purchasing behaviour of both current and potential green consumers’, i.e. those who have environmental consciousness is whether or not the product benefits the environment during production, distribution even at the post consumption process. Companies have therefore adopted green promotional activities to present the product or service as meeting the environmental expectations of consumers, in order to achieve a long-term competitive advantage and create, maintain or present image of the company as environmentally sound. As an element of green marketing communication, green advertising is an important tool for the companies to increase or preserve sales of green goods or services. To achieve these objectives companies mention various messages that contain environmental messages in their advertisements. The subject of this study is “green advertisements.” The companies use green advertisements for environmental claims and messages. The purpose of this study is to analyse the relationship between environment and advertisement, based on the notion of the green advertisement, which is one of the elements of green promotional activities; to examine how this relationship is reflected in magazine advertisements, and in this context to present some of the features of green advertising. To this end, 49 samples, which are published in Eko IQ magazine dated March-April 2012 and May-June 2013, have been analysed using the quantitative content analysis method. Within this context, how companies use the level of greenness, green claims and environmental concern as an advertising appeal has been presented.

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