Özet:

Today, advertising is not only used for profit purposes but is also used to raise awareness and direct the community to behavior on a number of social issues. Advertisements are very important for brands or non-profit organizations to communicate with target audiences. Instead, indicators are a form of understanding that provides different perspectives to understand and interpret the truth we see and behind the vision. In social content advertisements, new meanings are produced by creating calls with hearing and visual items. Messages transmitted through advertisements have cognitive, emotional and behavioral effects on the target audience. Advertisements are also used not only for the purpose of directing to purchase, but also for the purpose of creating social awareness. This is why the images used in social advertising, along with the creation of senses containing emotional attractiveness, aimed at placing in the mind of the target audience, influencing them and creating awareness. In the study, the publicity of civil society organizations operating in the fields of education, health and environment, was selected by the appropriate sample method for the purpose. Together with these ads, it has been studied how the calls are used to position the indicators used to create social sensitivity rather than profit and get the support of the public in the mind of the target audience. In this direction, the study in the framework of the concept of social advertising, the visual elements in the selected advertising of civil society organizations are studied, evaluated by indicative methods.

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