Publication: Sosyal reklamlar ve benetton örneği
Abstract
Tolga Akyüz letişim Bilimleri Reklamcılık ve Tanıtım Funda Savaş Gün Tez Türü ve Tarihi : Yüksek Lisans - Mart 2004 Sosyal Reklamcılık, Benetton Reklamcılığın bir türü olan sosyal reklamlar, toplum yararına çalışmalarda sıkça kullanılmaktadır. Amacın toplumda olumlu yönde davranış ve tutum değişikliği yaratmak olduğu sosyal reklamcılık, Benetton tarafından ticari reklamcılığın yerine kullanılmaktadır. Yıllarca Benetton reklamlarını hazırlayan Oliviero Toscani'nin reklamcılık anlayışı doğrultusunda, reklamlarda Benetton ürünleri yerine AIDS, ırkçılık, savaş, barış gibi toplumsal sorunlar yansıtılmıştır. Bu çalışmada ile Benetton'ın reklamlarının içerikleri incelenmiş ve bu reklamların birer sosyal reklam mesajıyla yayınlandığı görülmüştür
Name and Surname: Ç. Tolga Akyuz Field: Communication Sciences Program: Advertising Supervisor: Assist. Prof. Dr. Funda Savas Gun Thesis Type and Date: Master of Science Thesis, March 2004 Key words: Social Advertising, Benetton The social advertising, one of the types of advertising, is used very oftenly for comunities advantage. Social advertising whose aim is to change communities behavior and attitude in a positive way is used by Benetton instead of commercial advertising.. Oliviero Toscani who had been created Benetton's advertisements for years, has a different understanding in advertising. He showed social problems in his ads instead of Benetton's products. In this study, the content of Benetton's ads was examined and it was concluded that these ads was published as a social ads.
Name and Surname: Ç. Tolga Akyuz Field: Communication Sciences Program: Advertising Supervisor: Assist. Prof. Dr. Funda Savas Gun Thesis Type and Date: Master of Science Thesis, March 2004 Key words: Social Advertising, Benetton The social advertising, one of the types of advertising, is used very oftenly for comunities advantage. Social advertising whose aim is to change communities behavior and attitude in a positive way is used by Benetton instead of commercial advertising.. Oliviero Toscani who had been created Benetton's advertisements for years, has a different understanding in advertising. He showed social problems in his ads instead of Benetton's products. In this study, the content of Benetton's ads was examined and it was concluded that these ads was published as a social ads.