Kurumsal İtibara Giden Yolda Sürdürülebilirlik İletişimi: CarrefourSA 30. Yıl Reklam Filmlerine Yönelik Bir İçerik Analizi
Makaleler > Tam Makale · 2024
Yazarlar: Bilgilier, Aydan, Ünüvar, Sezen
Global Media Journal Turkish Edition, Uluslararası, 2024
Özet
The growing concerns about climate disasters, famine, poverty, hunger, and wars have intensified the focus on preserving limited resources for future generations. As the concept of sustainability takes center stage globally, corporations, like citizens, are expected to act responsibly. Sustainability initiatives are becoming crucial for organizations seeking to differentiate themselves in a borderless market. Enhancing corporate reputation through sustainability communication and corporate advertising propels companies forward. This study examines three CarrefourSA commercials themed "Truly Being Useful to the Country," using content analysis to explore corporate reputation and sustainability efforts. The analysis reveals that CarrefourSA effectively integrates sustainability with reputation management strategies, delivering a powerful message. The commercials emphasize economic and social contributions, presenting a vision of a sustainable future to consumers. In terms of reputation management, CarrefourSA focuses on product and citizenship models. In summary, the integration of sustainability and reputation management strategies in the commercials successfully positions CarrefourSA as a trustworthy entity for a sustainable future. This study highlights that merging sustainability with reputation management is a potent strategy for organizations to gain a competitive edge.