Özet:

Institutions, as a brand, are trying to carry out their responsibilities in the eyes of their stakeholders by different means, and act in the direction of strengthening their image and increasing their reputation. Sustainability, which is of increasing importance in the global agenda, is assessed by institutions not only in the context of the approach to the subject within their own bodies, but also in the context of the awareness of the dimension of taking a social role. Advertisements used to reflect sponsorship activities are just one of the important tools to create sustainability awareness in the target audience. However, these sponsorship ads used are a tool that reflects the organization’s own environmental sensitivity in terms of corporate marketing. This study examines how corporate brands use sustainability awareness as a subject and how they use it as a communication tool to reflect their organizations’ sustainability sensitivities. In terms of the corporate marketing framework, the importance of these advertising efforts will also be assessed with the impact on the target audience. In the study, a multidisciplinary design of qualitative research methods was used in the context of a discovery research, and evaluations were made through the selected sample magazine ads. The findings show that there are efforts towards sustainability awareness in Turkey within the framework of various sponsorship advertisements. The advertisements made with the corporate marketing framework (8C) have been found that the communication part of the corporate communication dimensions and the corporate perception of environmental sensitivity are attempted to create.

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