Publication: Reklamda tiksinti çekiciliğinin kullanımı : Covid-19 pandemisi örnek olayı
Abstract
Tiksinti, vücudu olası zararlı, zehirli ve mikroplu nesnelerden koruma içgüdüsüyle açığa çıkan bir duygudur. Bu sebeple sağlık ve sağlık tüketimi ile doğrudan ilişkisi bulunmaktadır. Postmodern sağlık anlayışı hastalıktan kaçınma üzerine kuruludur. Sağlıklı kalmanın iki etkili yolu ise beslenmeye ve hijyene dikkat edilmesidir. Covid-19 pandemisi ile birlikte virüslere karşı alınan hijyen önlemleri ve beslenmeye gösterilen özen artmıştır. Pandemi döneminde reklamlardaki sağlık söylemi hızlı bir değişim göstermiştir. Reklamlar incelendiğinde tiksinti çekiciliğinin sağlık söylemini güçlendirmek için kullanıldığı gözlemlenmektedir. Diğer yandan, sağlık uygulamalarındaki düzenlemelerin Covid-19 pandemisi ile birlikte otoriter ve kısıtlayıcı hale gelmesi ve reklamların bir biyoiktidar mekanizması olarak kullanılması dikkat çekmektedir. Bu çalışmada, Covid-19 pandemi dönemi reklamlarında tiksinti çekiciliği kullanımı, biyoiktidar ve sağlık söylemi ilişkisi kavramsal olarak ele alınmıştır. Pandemi reklamlarında tiksinti çekiciliği kullanımının tüketiciler üzerindeki etkisi incelenmiştir. Aykırı örneklem yöntemiyle alanında profesyonel 6 kişi ve profesyonel olmayan 6 kişi olarak toplam 12 kişi ile nitel araştırma yöntemi kapsamında derinlemesine görüşmeler yapılmış ve elde edilen veriler betimsel olarak analiz edilmiştir. Araştırma sonucunda tiksinti çekiciliğinin pandemi dönemi sağlık söyleminin inşasına bulunduğu katkı ve katılımcıların davranışlarına olan etkisi üzerine temalar ortaya çıkmıştır. Bulunan temalarda katılımcıların içgörüleri incelenerek tiksinti çekiciliğinin reklamlardaki kullanımına dair farklı bir bakış açısı sunulmuştur.
Disgust is an emotion that comes from a gut instinct to protect the body from potentially harmful, toxic, and germ objects. Therefore, it has a direct relationship with health and health consumption. The postmodern health concept is based on disease avoidance. The two effective ways to stay healthy are to pay attention to nutrition and hygiene. With the Covid-19 pandemic, hygiene measures against viruses and care for nutrition have increased. During the Covid-19 pandemic period, the health discourse in advertising has changed rapidly. When the ads are reviewed, it is observed that disgust appeal is used to strengthen health discourse. On the other hand, it is notable that regulations in health practices become authoritarian and restrictive with the Covid-19 pandemic, and advertisements are used as a biopower mechanism. In this study, the use of disgust appeal, biopower, and health discourse relationship were conceptually discussed in Covid-19 pandemic advertising. The use of disgust appeal in pandemic advertising has been examined foritse impactonf consumers. In the field of extreme case sampling method, in the field of professional 6 participants and 6 non-professional participants, a total of 12 participants and qualitative research methods have been conducted in depth interviews and data obtained has been analyed in descriptive manner. The research revealed themes on the contribution of disgust appeal to the construction of pandemic-era health discourse and the impact of attendees on their behavior. In the themes found, the participants insights have been reviewed to provide a different perspective on the use of disgust appeal in advertising.
Disgust is an emotion that comes from a gut instinct to protect the body from potentially harmful, toxic, and germ objects. Therefore, it has a direct relationship with health and health consumption. The postmodern health concept is based on disease avoidance. The two effective ways to stay healthy are to pay attention to nutrition and hygiene. With the Covid-19 pandemic, hygiene measures against viruses and care for nutrition have increased. During the Covid-19 pandemic period, the health discourse in advertising has changed rapidly. When the ads are reviewed, it is observed that disgust appeal is used to strengthen health discourse. On the other hand, it is notable that regulations in health practices become authoritarian and restrictive with the Covid-19 pandemic, and advertisements are used as a biopower mechanism. In this study, the use of disgust appeal, biopower, and health discourse relationship were conceptually discussed in Covid-19 pandemic advertising. The use of disgust appeal in pandemic advertising has been examined foritse impactonf consumers. In the field of extreme case sampling method, in the field of professional 6 participants and 6 non-professional participants, a total of 12 participants and qualitative research methods have been conducted in depth interviews and data obtained has been analyed in descriptive manner. The research revealed themes on the contribution of disgust appeal to the construction of pandemic-era health discourse and the impact of attendees on their behavior. In the themes found, the participants insights have been reviewed to provide a different perspective on the use of disgust appeal in advertising.