Araştırma Makalesi
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Televizyon Reklamlarinda Yaşlılık Temsili

Yıl 2024, Cilt: 11 Sayı: 1, 15 - 33, 30.01.2024

Damla İşbilen Semih Salman

https://doi.org/10.17680/erciyesiletisim.1351774

Öz

Yaşlı bireylere yönelik algıların oluşmasında ve çeşitli stereotiplerin oluşmasında medyanın önemli bir rolü bulunmaktadır. Bu araştırmada, yaşlı temsillerini medyada tespit ve analiz etmek amacıyla Saatchi & Saatchi ajansı tarafından tasarlanan televizyon reklamlarındaki yaşlı temsilleri incelenmiştir. Saatchi & Saatchi ajansı, dünya genelinde 67'den fazla ülkede, farklı kültürler için reklam kampanyaları yürütmüştür. Çalışmada amaçlı örneklem yönteminden homojen örnekleme tekniği kullanmış olup, araştırmanın örneklemini Saatchi & Saatchi ajansı tarafından 2015 ve 2020 yılları arasında beş ülkede yayınlanan yaşlı temsillerini içeren televizyon reklamları oluşturmaktadır. Reklamlar, anlam yaratma sürecini kavramak amacıyla Roland Barthes'ın düzanlam ve yananlam kavramları üzerinden göstergebilimsel analiz yöntemiyle incelenmiştir. Çalışma televizyon reklamlarının negatif ve pozitif yaşlı temsillerini içerdiğini göstermektedir. Pozitif yaşlı temsillerini içeren reklamlarda, negatif yaşlı temsili stereotipini yıkmak ve buna karşı çıkmak için bir tutum gözlemlenirken, reklamların

Anahtar Kelimeler

Televizyon Reklamları Yaşlılık Göstergebilim Stereotipler Görsel Analiz.

Kaynakça

  • Adams, S. (2012). The Art of Being Charles Saatchi. Forbes. https://www.forbes.com/forbes/2009/1228/smart-collecting-chapman-hirst-art-of-being-charles-saatchi.html
  • Ads of the WorldTM. (2015). Voltaren: Cat • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/cat-834e7f4c-caeb-45b1-afd5-0c772bdc32c2
  • Ads of the WorldTM. (2023). Highlighted Campaigns • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/
  • Ads of the WorldTM. (2020d). BT Sport: Unlimited subs • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/unlimited-subs
  • Ads of the WorldTM. (2020b). Mediterranean Towers: Alive & Kickin • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/alive-amp-kickin
  • Ads of the WorldTM. (2020c). Nescafe: Skim Boarder • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/skim-boarder
  • Ads of the WorldTM. (2020a). Telekom: Are We There Yet? • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/are-we-there-yet-5f3cabbc-e6b9-4aca-8f30-7aae8c37bd37
  • Barrett, A. E., Raphael, A., & Gunderson, J. (2014). Reflections of Old Age, Constructions of Aging Selves. İçinde C. Lee Harrington, Denise D. Bielby, & and Anthony R. Bardo (Ed.), Aging, media, and culture (ss. 37-46). Lexington Books.
  • Barthes, R. (1967). Elements of semiology. Macmillan.
  • Barthes, R. (1972). Mythologies (C. 3). Hill and Wang.
  • Baumann, S., & Laat, K. (2014). Aspiration and compromise: Portrayals of older adults in television advertising. İçinde C. L. Harrington, D. B. Bielby, & A. R. Bardo (Ed.), Aging, Media and Culture (ss. 13-24). Lexington Books.
  • Chapman, S., & Routledge, C. (2022). Key ideas in linguistics and the philosophy of language. Edinburgh University Press.
  • Christiansen, B., & Chandan, H. C. (2017). Handbook of Research on Human Factors in Contemporary Workforce Development. IGI Global.
  • Cuddon, J. A. (2013). A dictionary of literary terms and literary theory. John Wiley & Sons.
  • Eisend, M. (2022). Older people in advertising. Journal of Advertising, 51(3), 308-322.
  • Fiske, J. (2010). Introduction to communication studies. Routledge.
  • Gannon-Cook, R., & Ley, K. (2020). Engaging Learners with Semiotics: Lessons Learned from Reading the Signs. Brill.
  • Hatch, L. R. (2005). Gender and ageism. Journal of the American Society of Aging, 29(3), 19-24.
  • Hiemstra, R., Goodman, M., Middlemiss, M. A., Vosco, R., & Ziegler, N. (1983). How older persons are portrayed in television advertising: Implications for educators. Educational Gerontology: An International Quarterly, 9(2-3), 111-122.
  • Iversen, S. M., & Wilinska, M. (2020). Ageing, old age and media: Critical appraisal of knowledge practices in academic research. International Journal of Ageing and Later Life, 14(1), 121-149.
  • Jensen, K. B. (2020). A handbook of media and communication research. Routledge.
  • Keller, R. (1998). A theory of linguistic signs. Oxford University Press.
  • Kessler, E.-M., Schwender, C., & Bowen, C. E. (2010). The portrayal of older people’s social participation on German prime-time TV advertisements. Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 65(1), 97-106.
  • Kroon, A. C., Van Selm, M., Ter Hoeven, C. L., & Vliegenthart, R. (2018). Reliable and unproductive? Stereotypes of older employees in corporate and news media. Ageing & Society, 38(1), 166-191.
  • Mick, D. G., Burroughs, J. E., Hetzel, P., & Brannen, M. Y. (2004). Pursuing the meaning of meaning in the commercial world: An international review of marketing and consumer research founded on semiotics. Semiotica, 2004(152-1-4), 1-74.
  • Miller, D. W., Leyell, T. S., & Mazachek, J. (2004). Stereotypes of the elderly in US television commercials from the 1950s to the 1990s. The international journal of aging and human development, 58(4), 315-340.
  • Miller, P. N., Miller, D. W., McKibbin, E. M., & Pettys, G. L. (1999). Stereotypes of the elderly in magazine advertisements 1956–1996. The International Journal of Aging and Human Development, 49(4), 319-337.
  • Nessa, J. (1996). About signs and symptoms: Can semiotics expand the view of clinical medicine? Theoretical medicine, 17(4), 363-377.
  • Oswald, L. R., & Oswald, L. (2012). Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.
  • Prieler, M. (2012). Social groups in South Korean television advertising: Foreigners and older people. Keio Communication Review, 34, 57-78.
  • Prieler, M., Kohlbacher, F., Hagiwara, S., & Arima, A. (2015). The representation of older people in television advertisements and social change: The case of Japan. Ageing & Society, 35(4), 865-887.
  • Raman, P., Harwood, J., Weis, D., Anderson, J. L., & Miller, G. (2008). Portrayals of older adults in US and Indian magazine advertisements: A cross-cultural comparison. The Howard Journal of Communications, 19(3), 221-240.
  • Rodan, D., Ellis, K., & Lebeck, P. (2014). Disability, obesity and ageing: Popular media identifications. Ashgate Publishing Limited.
  • Saatchi & Saatchi: (t.y.). Saatchi & Saatchi: LinkedIn. https://www.linkedin.com/company/saatchi-&-saatchi/. Geliş tarihi 28 Ağustos 2023, gönderen https://www.linkedin.com/company/saatchi-&-saatchi/
  • Tomar, A. (2015). Role of semiotics in linguistics. International Journal of Scientific and Engineering Research. 6 (1), 6(1), 2134-2144.
  • Vickers, K. (2007). Aging and the Media. Californian Journal of Health Promotion, 5(3), 100-105.
  • Williams, A., Wadleigh, P. M., & Ylänne, V. (2010). Images of older people in UK magazine advertising: Toward a typology. The International Journal of Aging and Human Development, 71(2), 83-114.
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars Publishers.
  • World Bank Open Data. (2020). World Bank Open Data. World Bank Open Data. https://data.worldbank.org
  • Xu, W. (2022). (Non-) Stereotypical representations of older people in Swedish authority-managed social media. Ageing & Society, 42(3), 719-740.
  • Ylänne, Virpi. (2015). Representations of ageing in the media. İçinde Twigg J & and Martin W (Ed.), Handbook of Cultural Gerontology (ss. 369-376). Routledge.

The Representation of Older People In Commercials

Yıl 2024, Cilt: 11 Sayı: 1, 15 - 33, 30.01.2024

Damla İşbilen Semih Salman

https://doi.org/10.17680/erciyesiletisim.1351774

Öz

The media has a crucial role in the formation of perceptions toward older individuals and the development of various stereotypes. This research aims to identify and analyze older individuals’ representations in the media through commercials. The study population of the research is composed of commercials with older individuals’ representations by Saatchi & Saatchi agency which has carried out advertising campaigns for different cultures in more than 67 countries around the world. This study uses the homogenous sampling technique for the purposive sampling method. The study sample consists of commercials with older individuals’ representations broadcasted in five countries between 2015 and 2020 by Saatchi & Saatchi agency. The commercials are analyzed by the semiotic analysis method over Roland Barthes' concepts of denotation and connotation to comprehend the process of creating meaning. The study shows that commercials include negative and positive representations of older individuals. In the commercial with positive representations of older individuals, there is an attitude to break down the stereotype of the negative older individuals’ representation to oppose it. However, in most commercials, the negative stereotype of older individuals is reinforced.

Anahtar Kelimeler

Commercials Older individuals Semiotics Stereotypes Visual Analysis.

Kaynakça

  • Adams, S. (2012). The Art of Being Charles Saatchi. Forbes. https://www.forbes.com/forbes/2009/1228/smart-collecting-chapman-hirst-art-of-being-charles-saatchi.html
  • Ads of the WorldTM. (2015). Voltaren: Cat • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/cat-834e7f4c-caeb-45b1-afd5-0c772bdc32c2
  • Ads of the WorldTM. (2023). Highlighted Campaigns • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/
  • Ads of the WorldTM. (2020d). BT Sport: Unlimited subs • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/unlimited-subs
  • Ads of the WorldTM. (2020b). Mediterranean Towers: Alive & Kickin • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/alive-amp-kickin
  • Ads of the WorldTM. (2020c). Nescafe: Skim Boarder • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/skim-boarder
  • Ads of the WorldTM. (2020a). Telekom: Are We There Yet? • Ads of the WorldTM | Part of The Clio Network. Ads of the WorldTM. https://www.adsoftheworld.com/campaigns/are-we-there-yet-5f3cabbc-e6b9-4aca-8f30-7aae8c37bd37
  • Barrett, A. E., Raphael, A., & Gunderson, J. (2014). Reflections of Old Age, Constructions of Aging Selves. İçinde C. Lee Harrington, Denise D. Bielby, & and Anthony R. Bardo (Ed.), Aging, media, and culture (ss. 37-46). Lexington Books.
  • Barthes, R. (1967). Elements of semiology. Macmillan.
  • Barthes, R. (1972). Mythologies (C. 3). Hill and Wang.
  • Baumann, S., & Laat, K. (2014). Aspiration and compromise: Portrayals of older adults in television advertising. İçinde C. L. Harrington, D. B. Bielby, & A. R. Bardo (Ed.), Aging, Media and Culture (ss. 13-24). Lexington Books.
  • Chapman, S., & Routledge, C. (2022). Key ideas in linguistics and the philosophy of language. Edinburgh University Press.
  • Christiansen, B., & Chandan, H. C. (2017). Handbook of Research on Human Factors in Contemporary Workforce Development. IGI Global.
  • Cuddon, J. A. (2013). A dictionary of literary terms and literary theory. John Wiley & Sons.
  • Eisend, M. (2022). Older people in advertising. Journal of Advertising, 51(3), 308-322.
  • Fiske, J. (2010). Introduction to communication studies. Routledge.
  • Gannon-Cook, R., & Ley, K. (2020). Engaging Learners with Semiotics: Lessons Learned from Reading the Signs. Brill.
  • Hatch, L. R. (2005). Gender and ageism. Journal of the American Society of Aging, 29(3), 19-24.
  • Hiemstra, R., Goodman, M., Middlemiss, M. A., Vosco, R., & Ziegler, N. (1983). How older persons are portrayed in television advertising: Implications for educators. Educational Gerontology: An International Quarterly, 9(2-3), 111-122.
  • Iversen, S. M., & Wilinska, M. (2020). Ageing, old age and media: Critical appraisal of knowledge practices in academic research. International Journal of Ageing and Later Life, 14(1), 121-149.
  • Jensen, K. B. (2020). A handbook of media and communication research. Routledge.
  • Keller, R. (1998). A theory of linguistic signs. Oxford University Press.
  • Kessler, E.-M., Schwender, C., & Bowen, C. E. (2010). The portrayal of older people’s social participation on German prime-time TV advertisements. Journals of Gerontology Series B: Psychological Sciences and Social Sciences, 65(1), 97-106.
  • Kroon, A. C., Van Selm, M., Ter Hoeven, C. L., & Vliegenthart, R. (2018). Reliable and unproductive? Stereotypes of older employees in corporate and news media. Ageing & Society, 38(1), 166-191.
  • Mick, D. G., Burroughs, J. E., Hetzel, P., & Brannen, M. Y. (2004). Pursuing the meaning of meaning in the commercial world: An international review of marketing and consumer research founded on semiotics. Semiotica, 2004(152-1-4), 1-74.
  • Miller, D. W., Leyell, T. S., & Mazachek, J. (2004). Stereotypes of the elderly in US television commercials from the 1950s to the 1990s. The international journal of aging and human development, 58(4), 315-340.
  • Miller, P. N., Miller, D. W., McKibbin, E. M., & Pettys, G. L. (1999). Stereotypes of the elderly in magazine advertisements 1956–1996. The International Journal of Aging and Human Development, 49(4), 319-337.
  • Nessa, J. (1996). About signs and symptoms: Can semiotics expand the view of clinical medicine? Theoretical medicine, 17(4), 363-377.
  • Oswald, L. R., & Oswald, L. (2012). Marketing semiotics: Signs, strategies, and brand value. Oxford University Press.
  • Prieler, M. (2012). Social groups in South Korean television advertising: Foreigners and older people. Keio Communication Review, 34, 57-78.
  • Prieler, M., Kohlbacher, F., Hagiwara, S., & Arima, A. (2015). The representation of older people in television advertisements and social change: The case of Japan. Ageing & Society, 35(4), 865-887.
  • Raman, P., Harwood, J., Weis, D., Anderson, J. L., & Miller, G. (2008). Portrayals of older adults in US and Indian magazine advertisements: A cross-cultural comparison. The Howard Journal of Communications, 19(3), 221-240.
  • Rodan, D., Ellis, K., & Lebeck, P. (2014). Disability, obesity and ageing: Popular media identifications. Ashgate Publishing Limited.
  • Saatchi & Saatchi: (t.y.). Saatchi & Saatchi: LinkedIn. https://www.linkedin.com/company/saatchi-&-saatchi/. Geliş tarihi 28 Ağustos 2023, gönderen https://www.linkedin.com/company/saatchi-&-saatchi/
  • Tomar, A. (2015). Role of semiotics in linguistics. International Journal of Scientific and Engineering Research. 6 (1), 6(1), 2134-2144.
  • Vickers, K. (2007). Aging and the Media. Californian Journal of Health Promotion, 5(3), 100-105.
  • Williams, A., Wadleigh, P. M., & Ylänne, V. (2010). Images of older people in UK magazine advertising: Toward a typology. The International Journal of Aging and Human Development, 71(2), 83-114.
  • Williamson, J. (1978). Decoding Advertisements: Ideology and Meaning in Advertising. London: Marion Boyars Publishers.
  • World Bank Open Data. (2020). World Bank Open Data. World Bank Open Data. https://data.worldbank.org
  • Xu, W. (2022). (Non-) Stereotypical representations of older people in Swedish authority-managed social media. Ageing & Society, 42(3), 719-740.
  • Ylänne, Virpi. (2015). Representations of ageing in the media. İçinde Twigg J & and Martin W (Ed.), Handbook of Cultural Gerontology (ss. 369-376). Routledge.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İletişim Çalışmaları, İletişim Kuramları, İletişim Teknolojisi ve Dijital Medya Çalışmaları, Medya Teknolojileri
Bölüm Yabancı Dillerdeki Araştırma Makaleleri
Yazarlar

Damla İşbilen 0000-0002-5465-3811

Semih Salman 0000-0003-0872-1980

Yayımlanma Tarihi 30 Ocak 2024
Gönderilme Tarihi 29 Ağustos 2023
Yayımlandığı Sayı Yıl 2024 Cilt: 11 Sayı: 1

Kaynak Göster

APA İşbilen, D., & Salman, S. (2024). The Representation of Older People In Commercials. Erciyes İletişim Dergisi, 11(1), 15-33. https://doi.org/10.17680/erciyesiletisim.1351774
 Kapak Resmi İndir
Creative Commons Lisansı  Bu dergi Creative Commons Alıntı-GayriTicari-Türetilemez 4.0 Uluslararası Lisansı ile lisanslanmıştır.