Aksaray İletişim Dergisi

Öz

Product advertisements are one of the important communication mix elements for profit-oriented organizations in promoting goods and services, increasing the profitability, formation of corporate and brand image. On the other hand, social advertisements and/or public spots are effective tools for such issues like drawing  public attention for the benefit of society or in social issues, ensuring  the relevant institutions and organizations to act in the solution process of the difficulties, informing the society and creating awareness. Social advertisements that are prepared by non-profit organizations can influence the attitudes and opinions of societies and play important roles in social change. Social advertisements utilize these roles  to build public interest. Among the social advertising activities, public interest means issues such as public health, welfare, happiness, peace, education, culture, and the rise of living standards.   

The present study discusses the social advertisements in a theoretical context, and the ideological foundations of social advertisements broadcasting on TV. In the study, the Descriptive Analysis technic was used, and the analysis of the study was conducted by asking questions whether the ideological structure of social advertisements broadcasting on television are satisfactory to meet mass expectations,  and whether they contribute to the formation of public interest. In this study, if the main idea and the ideology of the ads meet the expectations of the audience was discussed