Türkiye’de Çevre Dostu Reklamların Nitel İçerik ve Semiyotik Analizi: Yeşil Pazarlama Stratejileri Bağlamında Bir İnceleme

This study aims to examine the effects of green marketing strategies and environmentally friendly advertisements in Turkey on creating individual and social awareness. Consumers’ sensitivity to environmental issues has led businesses to develop strategies focused on environmental sustainability. In the study, green marketing practices in the world and in Turkey were examined within the framework of green marketing strategies, and four environmentally friendly advertisements prepared by businesses in this direction were evaluated using qualitative content analysis and semiotic analysis methods. The findings obtained show that environmentally friendly advertisements encourage individuals to take action against environmental problems and that these problems are adopted as both an individual and institutional area of responsibility. The study revealed that the environmental messages conveyed to consumers by Turkish businesses through advertisements play an important role in terms of spreading environmental awareness and creating social awareness. In addition, it was concluded that the discourses, metaphors and expressions used in advertising slogans contain strategic messages aimed at increasing environmental awareness in consumers and support a sustainable life approach.