Abstract:

As a tool of corporate social responsibility communication (CSRC); advertising has the ability to deliver the messages it contains to large masses in a short time with creative indicators. These advantages carry the advertisement to an effective place in adopting the concept of corporate social responsibility (CSR) to the society. Based on this idea, the focus of the study is on advertisements with CSR content designed by trademarks. The aim of the study is to determine the narrative techniques and audio/visual strategies used in advertisements with an emphasis on CSR by the content analysis method. In this direction, the ratio of advertisements with CSR content broadcast in the prime-time was determined according to all advertisements, and the CSR area, type, subject, stakeholders, service sector, prominent characters/living creatures in the advertisements, colors, objects and sounds emphasized in the commercials have been examined, and the relations of the obtained findings with the CSR project have been questioned. As a result of the research; it was seen that only 5 percent of the commercials examined contained CSR messages. In these advertisements, it was seen that brands mostly emphasized their social responsibilities, they included especially social purpose-supported marketing messages, consumers and the brand were positioned as the stakeholders of the project, and social responsibility projects on the environment and society came to the fore. It has been determined that it is aimed to increase the effectiveness of the CSR message through the use of famous voices used in the advertisement design, the use of emotional sound that evokes the project, famous characters and children’s characters, visual design elements that include the visual identity of the brand/corporation and the colors of the social responsibility project.

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