Abstract:

The mass media encompasses the entire field of daily practices and social life through verbal and semiotic language, which causes changes in the behaviour patterns of social actors. Social reality is reproduced again and again through mass media and media. It is seen that these tools are used to change perception-behaviour in the desired direction in the purposeful composition of this production. In this context, public service announcements to be presented through mass media, which can be instrumentalized based on social problems, can raise awareness. One of these problems is the existence of violence in different fields and especially violence against women. Apart from the standard legal steps, social awareness is increased to solve the violence problem in Turkey. Various public service ads and printed materials were prepared to raise awareness and behaviour change about the situation. In this context, the public service advertisement named "November 25, International Day for the Elimination of Violence Against Women" was analyzed with the semiotic analysis technique. Accordingly, in ads, it is underlined that characters exposed to violence, as in TV series, have also been intensely exposed to violence in the past. It is emphasized that violence is a learned behaviour.

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