Özet:

Conservation has become a concept that is often discussed in today’s Turkey. There are two main approaches to conservation. The first of them considers conservation as a political ideology, while the other considers it as an individual character, a tendency, a attitude. The behavior guides the behavior of individuals. In this context, it is assumed that conservative attitudes are also one of the determining elements on individual behavior. In the framework of this research, conservative has been treated as a attitude and it has been attempted to determine whether the conservative attitudes that individuals have are determining in advertising coding. In the framework of the study, advertising codecs were addressed according to the conservative level of participants and in this direction 30 people had semi-configured interviews. The conservative attitudes of the participants were measured by the Conservative Scale and the codification of the Lav Bottle advertising was analyzed under the topics based on the content analysis method according to the conservative levels of the individuals. The research results showed that the participants who followed the same advertisement could have different conceptions based on their levels of conservation and that these conceptions are similar to the main components of conservation. It has been determined that conservative attitudes may be a determining element on advertising coding.