Corporate Sustainability Communication: A Semiotics Analysis on Digital Advertisements
Bildiriler > Tam Metin Bildiri · 2023
Yazarlar: Şadiye Emet GÜREL, Büşra Çetin, Azra Kardelen Nazlı
10th International Communication Days Digital Capitalism and Communication Symposium, Türkiye, İstanbul, Uluslararası, Sözlü Sunum, Tam Metin Bildiri, 2023-2023, ss 463-485
Özet
<p>The acceleration of technology diffusion with the information age has directly affected communication technologies and has turned the direction of traditional media-based advertising practices into new media. New media has brought the concept of ‘digital advertising’ to the agenda due to its quality and scope. Advertiser companies: tend to prefer digital advertisements, which draw attention with their interactive, instant, economical, and accessibility features, more intensely. Nowadays, the relative importance of the concept of sustainability has increased, and digital advertisements are accepted as a suitable platform for corporate sustainability communication studies. This study, it is aimed to examine corporate sustainability communication studies through semiotic analysis of digital advertisements. The sample of the research is Felis Advertising Awards given by MediaCat. In this context, advertisements in the ‘Social Responsibility and Sustainability’ category and ‘Responsible Consumption and Production’ sub-category of the 2021year Felis Advertising Awards were selected and subjected to semiotic analysis. MAXQDA data analysis program was used in the evaluation of the research data.This study, thought is important because the concepts of sustainability and corporate sustainability communication are relatively new and will contribute to the literature in shedding light on future studies. In the study, it was determined that the awareness levels of the advertisers about sustainability and the UN Sustainable Development Principles were present. In this context, it has been determined that visual codes emphasizing the concepts of 'ecology', 'efficiency', 'sustainability' and 'recycling' are included in the advertisements examined.</p><p><br></p><p><strong>Keywords: </strong>Sustainability, corporate sustainability, corporate sustainability communication, digital advertising, semiotic analysis.</p>