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Reklam Fotoğrafında Kışkırtıcılık Ögesi Bağlamında Toplumsal Sorunların ve Trajedilerin Kullanılması

Year 2023, Issue: 59, 108 - 128, 31.03.2023
https://doi.org/10.53568/yyusbed.1217190

Abstract

Her sektörden markalar arasında yaşanan rekabet ortamında kilit önem taşıyan reklamlarda ölüm, acı, şiddet, açlık, ırkçılık, ekonomik eşitsizlik, savaş, cinsellik gibi tam anlamıyla hedef kitleyi sarsıcı temalar, reklam stratejileri haline getirilerek geçmişten bugüne uzun yıllardır kullanılmaktadır. Rakipleri arasından sıyrılarak tüketicilerin dikkatini çekmek isteyen markalar, reklam kampanyalarında kışkırtıcı görseller ve sloganlar kullanma yoluna başvurmaktadır. Çalışma kapsamında reklamda kışkırtıcılık ögesinin gerçek hayattan konuların ele alındığı olayların, fotoğrafların kullanımına dair farklı coğrafyalardan ve zaman dilimlerinden iki fotoğraf ele alınmıştır. Bunlardan ilki 1990 yılında Therese Frare tarafından AIDS hastası David Kirby’nin son nefesini verirken çekilen ve Benetton tarafından reklam kampanyasında kullanılan Pieta adıyla anılan fotoğraftır. Diğeri ise 2012 yılında Hindistan’da Nirbhaya yani Korkusuz takma adı verilen Jyoti Singh Pandey’in başına gelenlerden yola çıkılarak Hintli moda fotoğrafçısı Raj Shetye’nin Yanlış Yol projesi kapsamında çektiği ve paylaştığı fotoğraflardır. İki fotoğraf da çok eleştirilmiş ve tartışılmıştır. Görülmektedir ki aradan yıllar geçse de her iki fotoğrafın da ortaya koyduğu üzere reklam sektöründe gerçek hayatta yaşanan toplumsal sorunlar ve trajediler, insanlar üzerinde etkili olması nedeniyle reklamcılar için önemli bir malzeme olarak görülmektedir. Bu etki kamuoyu oluşturmayı ve diğer rakipler arasında öne çıkmayı önemseyen reklamcılar ve markalar için önemli bir kaynak olarak dün de bugün de tercih edilmekte ve kullanılmaktadır.

References

  • Aksoy, T. (2014, Haziran) Markayı tarif edebilir misiniz?. Lean. https://www.lean.org.tr/markayi-tarif-edebilir-misiniz/
  • Banerjee, P. (2014, 24 Ağustos). When it isn’t rignt to say cheese, Hindustantimes, https://www.hindustantimes.com/art-and-culture/when-it-isn-t-right-to-say-cheese/story- Y31NHq2rsv7HhYPQR1BACN.html
  • Batı, U. (2013). Markethink ya da farkethink: deneyimsel pazarlama ve duyusal markalama. Ece Bilişim.
  • Batı, U. (2019). Reklamın dili, Alfa.
  • Berger, J. (2016). Görme biçimleri, (22. baskı). Metis.
  • Bilgin, D. (2012, 28 Nisan). Renklerin efendisi çıplak senatör başkanlığı bıraktı. Hürriyet, https://www.hurriyet.com.tr/ekonomi/renklerin-efendisi-ciplak-senator-baskanligi-birakti-20438037
  • Bob Garfield, B. (2004). Biraz da ben konuşayım, Medicat.
  • Cosgrove, B. ____, The photo that changed the face of AIDS, LİFE. https://www.life.com/history/behind-the- picture-the-photo-that-changed-the-face-of-aids/
  • Gayetre [@Gayetrewrites]. (2014, 5 Ağustos). No death of morons, a fashion photo shoot inspired by the Nirbhaya gang rape. [Tweet]. Twitter. https://twitter.com/Gayatrewrites/status/496554696228614144? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496554696228614144%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Genova, A. (2016, 14Aralık). The story behind the colorization of a controversial Benetton AIDS ad, Time, (https://time.com/4592061/colorization-benetton-aids-ad/)
  • Göçmen,P. Ö. (2016). Görsel hikaye anlatımı bağlamında basılı reklamlarda fotoğraf kullanımı, STD, 2016 Haziran, s. 91-105
  • Griva, M. (2018, 9 Mart) La Pieta, United Colors of Benetton’s most controversial campaign. Medium. https://medium.com/ad-discovery-and-creativity-lab/la-pieta-united-colors-of-benettons-most- controversial-campaign-10615499a103
  • Jha. R. (2014, 5 Ağustos). This fashion photo shoot depicts an Indian woman being abused by several men on a bus, Buzfeed. https://www.buzzfeed.com/regajha/this-glamorous-fashion-photo-shoot-depicts-an- indian-woman
  • Kasım, M. (2005). Reklam fotoğrafçılığı, Çizgi.
  • Mehta, A. (2014, 5 Ağustos). Photographer Raj Shetye trivializes sexual assault through the wrong rurn, Browngirl Magazine, https://browngirlmagazine.com/2014/08/raj-shetye-fashion-shoot-trivializes-sexual- assault/
  • Nişanyan. (2022). Reklam. https://www.nisanyansozluk.com/kelime/reklam
  • ____, Rare historical photos. A father comforts his son on his deathbed. The photo that changed the face of AIDS. https://rarehistoricalphotos.com/father-son-deathbed-david-kirby-1989/.
  • Rashid, O. (2014, 6 Ağustos). Photographer sparks outrage for depicting Delhi gang rape in pictures, The Hindu, https://www.thehindu.com/news/cities/mumbai/photographer-sparks-outrage-for-depicting-delhi- gang-rape-in-pictures/article6288271.ece?homepage=true
  • Samyuktha, K. (2014, 6 Ağustos). Mumbai-based photographer’s work sparks social media outrage, Deccan Chronicle, https://www.deccanchronicle.com/140806/lifestyle-booksart/article/mumbai-based- photographer-raj-shetye%E2%80%99s-work-wrong-turn-sparks
  • Güncel Türkçe Sözlük. Türk Dil Kurumu. https://sozluk.gov.tr/
  • Sullivan, L. (2000). Satan reklam yaratmak, Kapital Medya.
  • Time. (2016, Kasım 21). The face of AIDS: The story behind Therese Frare’s Photo [Video]. YouTube. https://www.youtube.com/watch?v=jxaCvvPr98E&t=8s
  • Toscani,O. (1996). Reklam Bize Sırıtan Bir Leştir, AD
  • Uztuğ, F. (2008). Reklamcılıkta anna karenina ilkesi: kesmece reklam mümkün müdür?, Beta Basım Yayım Dağıtım.
  • Ünsal, Y. (1984). Bilimsel reklam ve pazarlamadaki yeri. ABC.
  • Vishal Dadlani [@VishalDadlani]. (2014, Ağustos 5). Did i just see a fashion-spread depicting the Delhi gangrape of Nirbhaya? [Tweet]. Twitter. https://twitter.com/VishalDadlani/status/496564095454162944? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496564095454162944%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Yavuz, Ş. (2013). Türk toplumunun tüketim toplumuna dönüşümünde reklamcılığın rolü, Gazi Üniversitesi İletişim Fakültesi İletişim Kuram ve Araştırma Dergisi. 36/Bahar, 219-240
Year 2023, Issue: 59, 108 - 128, 31.03.2023
https://doi.org/10.53568/yyusbed.1217190

Abstract

References

  • Aksoy, T. (2014, Haziran) Markayı tarif edebilir misiniz?. Lean. https://www.lean.org.tr/markayi-tarif-edebilir-misiniz/
  • Banerjee, P. (2014, 24 Ağustos). When it isn’t rignt to say cheese, Hindustantimes, https://www.hindustantimes.com/art-and-culture/when-it-isn-t-right-to-say-cheese/story- Y31NHq2rsv7HhYPQR1BACN.html
  • Batı, U. (2013). Markethink ya da farkethink: deneyimsel pazarlama ve duyusal markalama. Ece Bilişim.
  • Batı, U. (2019). Reklamın dili, Alfa.
  • Berger, J. (2016). Görme biçimleri, (22. baskı). Metis.
  • Bilgin, D. (2012, 28 Nisan). Renklerin efendisi çıplak senatör başkanlığı bıraktı. Hürriyet, https://www.hurriyet.com.tr/ekonomi/renklerin-efendisi-ciplak-senator-baskanligi-birakti-20438037
  • Bob Garfield, B. (2004). Biraz da ben konuşayım, Medicat.
  • Cosgrove, B. ____, The photo that changed the face of AIDS, LİFE. https://www.life.com/history/behind-the- picture-the-photo-that-changed-the-face-of-aids/
  • Gayetre [@Gayetrewrites]. (2014, 5 Ağustos). No death of morons, a fashion photo shoot inspired by the Nirbhaya gang rape. [Tweet]. Twitter. https://twitter.com/Gayatrewrites/status/496554696228614144? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496554696228614144%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Genova, A. (2016, 14Aralık). The story behind the colorization of a controversial Benetton AIDS ad, Time, (https://time.com/4592061/colorization-benetton-aids-ad/)
  • Göçmen,P. Ö. (2016). Görsel hikaye anlatımı bağlamında basılı reklamlarda fotoğraf kullanımı, STD, 2016 Haziran, s. 91-105
  • Griva, M. (2018, 9 Mart) La Pieta, United Colors of Benetton’s most controversial campaign. Medium. https://medium.com/ad-discovery-and-creativity-lab/la-pieta-united-colors-of-benettons-most- controversial-campaign-10615499a103
  • Jha. R. (2014, 5 Ağustos). This fashion photo shoot depicts an Indian woman being abused by several men on a bus, Buzfeed. https://www.buzzfeed.com/regajha/this-glamorous-fashion-photo-shoot-depicts-an- indian-woman
  • Kasım, M. (2005). Reklam fotoğrafçılığı, Çizgi.
  • Mehta, A. (2014, 5 Ağustos). Photographer Raj Shetye trivializes sexual assault through the wrong rurn, Browngirl Magazine, https://browngirlmagazine.com/2014/08/raj-shetye-fashion-shoot-trivializes-sexual- assault/
  • Nişanyan. (2022). Reklam. https://www.nisanyansozluk.com/kelime/reklam
  • ____, Rare historical photos. A father comforts his son on his deathbed. The photo that changed the face of AIDS. https://rarehistoricalphotos.com/father-son-deathbed-david-kirby-1989/.
  • Rashid, O. (2014, 6 Ağustos). Photographer sparks outrage for depicting Delhi gang rape in pictures, The Hindu, https://www.thehindu.com/news/cities/mumbai/photographer-sparks-outrage-for-depicting-delhi- gang-rape-in-pictures/article6288271.ece?homepage=true
  • Samyuktha, K. (2014, 6 Ağustos). Mumbai-based photographer’s work sparks social media outrage, Deccan Chronicle, https://www.deccanchronicle.com/140806/lifestyle-booksart/article/mumbai-based- photographer-raj-shetye%E2%80%99s-work-wrong-turn-sparks
  • Güncel Türkçe Sözlük. Türk Dil Kurumu. https://sozluk.gov.tr/
  • Sullivan, L. (2000). Satan reklam yaratmak, Kapital Medya.
  • Time. (2016, Kasım 21). The face of AIDS: The story behind Therese Frare’s Photo [Video]. YouTube. https://www.youtube.com/watch?v=jxaCvvPr98E&t=8s
  • Toscani,O. (1996). Reklam Bize Sırıtan Bir Leştir, AD
  • Uztuğ, F. (2008). Reklamcılıkta anna karenina ilkesi: kesmece reklam mümkün müdür?, Beta Basım Yayım Dağıtım.
  • Ünsal, Y. (1984). Bilimsel reklam ve pazarlamadaki yeri. ABC.
  • Vishal Dadlani [@VishalDadlani]. (2014, Ağustos 5). Did i just see a fashion-spread depicting the Delhi gangrape of Nirbhaya? [Tweet]. Twitter. https://twitter.com/VishalDadlani/status/496564095454162944? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496564095454162944%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Yavuz, Ş. (2013). Türk toplumunun tüketim toplumuna dönüşümünde reklamcılığın rolü, Gazi Üniversitesi İletişim Fakültesi İletişim Kuram ve Araştırma Dergisi. 36/Bahar, 219-240
Year 2023, Issue: 59, 108 - 128, 31.03.2023
https://doi.org/10.53568/yyusbed.1217190

Abstract

References

  • Aksoy, T. (2014, Haziran) Markayı tarif edebilir misiniz?. Lean. https://www.lean.org.tr/markayi-tarif-edebilir-misiniz/
  • Banerjee, P. (2014, 24 Ağustos). When it isn’t rignt to say cheese, Hindustantimes, https://www.hindustantimes.com/art-and-culture/when-it-isn-t-right-to-say-cheese/story- Y31NHq2rsv7HhYPQR1BACN.html
  • Batı, U. (2013). Markethink ya da farkethink: deneyimsel pazarlama ve duyusal markalama. Ece Bilişim.
  • Batı, U. (2019). Reklamın dili, Alfa.
  • Berger, J. (2016). Görme biçimleri, (22. baskı). Metis.
  • Bilgin, D. (2012, 28 Nisan). Renklerin efendisi çıplak senatör başkanlığı bıraktı. Hürriyet, https://www.hurriyet.com.tr/ekonomi/renklerin-efendisi-ciplak-senator-baskanligi-birakti-20438037
  • Bob Garfield, B. (2004). Biraz da ben konuşayım, Medicat.
  • Cosgrove, B. ____, The photo that changed the face of AIDS, LİFE. https://www.life.com/history/behind-the- picture-the-photo-that-changed-the-face-of-aids/
  • Gayetre [@Gayetrewrites]. (2014, 5 Ağustos). No death of morons, a fashion photo shoot inspired by the Nirbhaya gang rape. [Tweet]. Twitter. https://twitter.com/Gayatrewrites/status/496554696228614144? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496554696228614144%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Genova, A. (2016, 14Aralık). The story behind the colorization of a controversial Benetton AIDS ad, Time, (https://time.com/4592061/colorization-benetton-aids-ad/)
  • Göçmen,P. Ö. (2016). Görsel hikaye anlatımı bağlamında basılı reklamlarda fotoğraf kullanımı, STD, 2016 Haziran, s. 91-105
  • Griva, M. (2018, 9 Mart) La Pieta, United Colors of Benetton’s most controversial campaign. Medium. https://medium.com/ad-discovery-and-creativity-lab/la-pieta-united-colors-of-benettons-most- controversial-campaign-10615499a103
  • Jha. R. (2014, 5 Ağustos). This fashion photo shoot depicts an Indian woman being abused by several men on a bus, Buzfeed. https://www.buzzfeed.com/regajha/this-glamorous-fashion-photo-shoot-depicts-an- indian-woman
  • Kasım, M. (2005). Reklam fotoğrafçılığı, Çizgi.
  • Mehta, A. (2014, 5 Ağustos). Photographer Raj Shetye trivializes sexual assault through the wrong rurn, Browngirl Magazine, https://browngirlmagazine.com/2014/08/raj-shetye-fashion-shoot-trivializes-sexual- assault/
  • Nişanyan. (2022). Reklam. https://www.nisanyansozluk.com/kelime/reklam
  • ____, Rare historical photos. A father comforts his son on his deathbed. The photo that changed the face of AIDS. https://rarehistoricalphotos.com/father-son-deathbed-david-kirby-1989/.
  • Rashid, O. (2014, 6 Ağustos). Photographer sparks outrage for depicting Delhi gang rape in pictures, The Hindu, https://www.thehindu.com/news/cities/mumbai/photographer-sparks-outrage-for-depicting-delhi- gang-rape-in-pictures/article6288271.ece?homepage=true
  • Samyuktha, K. (2014, 6 Ağustos). Mumbai-based photographer’s work sparks social media outrage, Deccan Chronicle, https://www.deccanchronicle.com/140806/lifestyle-booksart/article/mumbai-based- photographer-raj-shetye%E2%80%99s-work-wrong-turn-sparks
  • Güncel Türkçe Sözlük. Türk Dil Kurumu. https://sozluk.gov.tr/
  • Sullivan, L. (2000). Satan reklam yaratmak, Kapital Medya.
  • Time. (2016, Kasım 21). The face of AIDS: The story behind Therese Frare’s Photo [Video]. YouTube. https://www.youtube.com/watch?v=jxaCvvPr98E&t=8s
  • Toscani,O. (1996). Reklam Bize Sırıtan Bir Leştir, AD
  • Uztuğ, F. (2008). Reklamcılıkta anna karenina ilkesi: kesmece reklam mümkün müdür?, Beta Basım Yayım Dağıtım.
  • Ünsal, Y. (1984). Bilimsel reklam ve pazarlamadaki yeri. ABC.
  • Vishal Dadlani [@VishalDadlani]. (2014, Ağustos 5). Did i just see a fashion-spread depicting the Delhi gangrape of Nirbhaya? [Tweet]. Twitter. https://twitter.com/VishalDadlani/status/496564095454162944? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496564095454162944%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Yavuz, Ş. (2013). Türk toplumunun tüketim toplumuna dönüşümünde reklamcılığın rolü, Gazi Üniversitesi İletişim Fakültesi İletişim Kuram ve Araştırma Dergisi. 36/Bahar, 219-240
Year 2023, Issue: 59, 108 - 128, 31.03.2023
https://doi.org/10.53568/yyusbed.1217190

Abstract

References

  • Aksoy, T. (2014, Haziran) Markayı tarif edebilir misiniz?. Lean. https://www.lean.org.tr/markayi-tarif-edebilir-misiniz/
  • Banerjee, P. (2014, 24 Ağustos). When it isn’t rignt to say cheese, Hindustantimes, https://www.hindustantimes.com/art-and-culture/when-it-isn-t-right-to-say-cheese/story- Y31NHq2rsv7HhYPQR1BACN.html
  • Batı, U. (2013). Markethink ya da farkethink: deneyimsel pazarlama ve duyusal markalama. Ece Bilişim.
  • Batı, U. (2019). Reklamın dili, Alfa.
  • Berger, J. (2016). Görme biçimleri, (22. baskı). Metis.
  • Bilgin, D. (2012, 28 Nisan). Renklerin efendisi çıplak senatör başkanlığı bıraktı. Hürriyet, https://www.hurriyet.com.tr/ekonomi/renklerin-efendisi-ciplak-senator-baskanligi-birakti-20438037
  • Bob Garfield, B. (2004). Biraz da ben konuşayım, Medicat.
  • Cosgrove, B. ____, The photo that changed the face of AIDS, LİFE. https://www.life.com/history/behind-the- picture-the-photo-that-changed-the-face-of-aids/
  • Gayetre [@Gayetrewrites]. (2014, 5 Ağustos). No death of morons, a fashion photo shoot inspired by the Nirbhaya gang rape. [Tweet]. Twitter. https://twitter.com/Gayatrewrites/status/496554696228614144? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496554696228614144%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Genova, A. (2016, 14Aralık). The story behind the colorization of a controversial Benetton AIDS ad, Time, (https://time.com/4592061/colorization-benetton-aids-ad/)
  • Göçmen,P. Ö. (2016). Görsel hikaye anlatımı bağlamında basılı reklamlarda fotoğraf kullanımı, STD, 2016 Haziran, s. 91-105
  • Griva, M. (2018, 9 Mart) La Pieta, United Colors of Benetton’s most controversial campaign. Medium. https://medium.com/ad-discovery-and-creativity-lab/la-pieta-united-colors-of-benettons-most- controversial-campaign-10615499a103
  • Jha. R. (2014, 5 Ağustos). This fashion photo shoot depicts an Indian woman being abused by several men on a bus, Buzfeed. https://www.buzzfeed.com/regajha/this-glamorous-fashion-photo-shoot-depicts-an- indian-woman
  • Kasım, M. (2005). Reklam fotoğrafçılığı, Çizgi.
  • Mehta, A. (2014, 5 Ağustos). Photographer Raj Shetye trivializes sexual assault through the wrong rurn, Browngirl Magazine, https://browngirlmagazine.com/2014/08/raj-shetye-fashion-shoot-trivializes-sexual- assault/
  • Nişanyan. (2022). Reklam. https://www.nisanyansozluk.com/kelime/reklam
  • ____, Rare historical photos. A father comforts his son on his deathbed. The photo that changed the face of AIDS. https://rarehistoricalphotos.com/father-son-deathbed-david-kirby-1989/.
  • Rashid, O. (2014, 6 Ağustos). Photographer sparks outrage for depicting Delhi gang rape in pictures, The Hindu, https://www.thehindu.com/news/cities/mumbai/photographer-sparks-outrage-for-depicting-delhi- gang-rape-in-pictures/article6288271.ece?homepage=true
  • Samyuktha, K. (2014, 6 Ağustos). Mumbai-based photographer’s work sparks social media outrage, Deccan Chronicle, https://www.deccanchronicle.com/140806/lifestyle-booksart/article/mumbai-based- photographer-raj-shetye%E2%80%99s-work-wrong-turn-sparks
  • Güncel Türkçe Sözlük. Türk Dil Kurumu. https://sozluk.gov.tr/
  • Sullivan, L. (2000). Satan reklam yaratmak, Kapital Medya.
  • Time. (2016, Kasım 21). The face of AIDS: The story behind Therese Frare’s Photo [Video]. YouTube. https://www.youtube.com/watch?v=jxaCvvPr98E&t=8s
  • Toscani,O. (1996). Reklam Bize Sırıtan Bir Leştir, AD
  • Uztuğ, F. (2008). Reklamcılıkta anna karenina ilkesi: kesmece reklam mümkün müdür?, Beta Basım Yayım Dağıtım.
  • Ünsal, Y. (1984). Bilimsel reklam ve pazarlamadaki yeri. ABC.
  • Vishal Dadlani [@VishalDadlani]. (2014, Ağustos 5). Did i just see a fashion-spread depicting the Delhi gangrape of Nirbhaya? [Tweet]. Twitter. https://twitter.com/VishalDadlani/status/496564095454162944? ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E496564095454162944%7Ctwgr%5E%7Ctwco n%5Es1_&ref_url=https%3A%2F%2Fwww.buzzfeed.com%2Fregajha%2Fthis-glamorous-fashion-photo-shoot- depicts-an-indian-woman
  • Yavuz, Ş. (2013). Türk toplumunun tüketim toplumuna dönüşümünde reklamcılığın rolü, Gazi Üniversitesi İletişim Fakültesi İletişim Kuram ve Araştırma Dergisi. 36/Bahar, 219-240

The Use Of Social Problems And Tragedies In The Context Of Provocativeness In Advertising Photography

Year 2023, Issue: 59, 108 - 128, 31.03.2023
https://doi.org/10.53568/yyusbed.1217190

Abstract

Themes such as death, pain, violence, hunger, racism, economic inequality, war, sexuality and other themes that literally shock the target audience have been used as advertising strategies for many years. Brands that want to stand out from their competitors and attract the attention of consumers resort to using provocative visuals and slogans in their advertising campaigns. Within the scope of this study, two photographs from different geographies and time periods have been discussed regarding the use of events and photographs in which the element of provocativeness in advertising is handled with real-life subjects. The first of these is the photograph known as Pieta, which was taken by Therese Frare in 1990 at the moment when David Kirby, an AIDS patient, while breathing his last breath and used by Benetton in its advertising campaign. The other is the photographs taken and shared by Indian fashion photographer Raj Shetye as part of the Wrong Way project, based on what happened to Jyoti Singh Pandey, nicknamed Nirbhaya, or Fearless, in India in 2012. Both photographs were criticized and discussed a lot. It is seen that even though years have passed, as both photographs reveal, real-life social problems and tragedies in the advertising industry are seen as an important material for advertisers because of their impact on people. This effect is preferred and used as an important resource for advertisers and brands that care about creating public opinion and standing out among other competitors.

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There are 27 citations in total.

Details

Primary Language Turkish
Journal Section Issue
Authors

Uğur Günay Yavuz 0000-0002-3111-8277

Ahmet Sait Yıldız 0000-0002-3287-2108

Nafia Özdemir Hanyaloğlu 0000-0002-6533-2626

Publication Date March 31, 2023
Submission Date December 10, 2022
Published in Issue Year 2023 Issue: 59

Cite

APA Günay Yavuz, U., Yıldız, A. S., & Özdemir Hanyaloğlu, N. (2023). Reklam Fotoğrafında Kışkırtıcılık Ögesi Bağlamında Toplumsal Sorunların ve Trajedilerin Kullanılması. Yüzüncü Yıl Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(59), 108-128. https://doi.org/10.53568/yyusbed.1217190

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