2023 cumhurbaşkanlığı ve milletvekili seçimi dış mekân reklamı ve kampanya çalışmalarının grafik tasarım açısından genel bir değerlendirilmesi
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Date
2024-11
Authors
Yılmaz, İbrahim
Ayçe, Mehmet Taragay
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Publisher
Bursa Uludağ Üniversitesi
Abstract
Siyasi reklam; siyasi parti adaylarının tanıtılması ile adayın siyasi kimliği hususunda seçmeni ikna etme ve tanıtım araçlarının etkili bir şekilde kullanılması aracılığıyla yapılan bir iletişim yöntemidir. Bu süreç adayların mesajlarını doğrudan seçmene iletmelerine ve siyasi tartışmaları etkilemelerine olanak tanıyan bir tür kampanya biçiminden oluşur. Seçimi kazanmak, en iyi aday olmak veya en iyi fikirlere sahip olmaktan çok daha fazlasını içerir. Adaylar, çeşitli medya türlerinde reklam yayınlayarak isim bilinirliği oluşturabilir, önemli konuları vurgulayabilir ve rakiplerinin eksikliklerini topluma yansıtabilirler. Günümüzde seçim reklamları ve kampanya harcamaları daha çok çevrimiçi platformlara yönelmiş olsa da siyasette hâlâ dış mekân reklam çalışmalarına marka bilinirliği ve görünürlüğü açısından büyük ölçüde devam edilmektedir. Dış mekân reklamcılığı diğer reklam biçimlerinden daha fazla kişiye hitap eder ve insanların zihninde diğer tüm medya araçlarından daha çok önem verilmektedir. Dünya reklam tasarımcıları arasında gerilla reklamcılık olarak da bilinen dış mekân reklamcılığı, insanların aniden karşılarına çıkması ve kitleleri harekete geçirmesinde etkili olmasıyla da grafik tasarım ve reklamcılık alanındaki yerini almıştır. Bu araştırmanın amacı 2023 seçimlerindeki reklam afişlerinin tasarım açısından gelişim ve değişimlerini incelemektir. Bu seçim gerek toplumsal gerek siyasal olarak Türkiye’de bulunan siyasi görüşler açısından iki farklı gurubu temsil etmiştir. Her ne kadar Türk toplumu arasında olsa da seçimlerde kullanılan argümanlar seçimlerin tanıtım çalışmalarında büyük farklı söylemlerin de ortaya çıkmasına sebep olmuştur. Bu araştırma seçilen siyasi kampanya afişlerinde yer alan görsellerin tipografik ve grafiksel bakımdan özelliklerinin belirlemesi ve incelemesi amacıyla gerçekleştirilmiştir. Çalışmada, siyasi kampanya afişlerinin siyasi adayların oy toplamak için kullandıkları temel görsel iletişim araçları olarak nasıl işlev gördüğü incelenmiştir. Grafiksel olarak siyasi kampanya afişlerinde, anlam ifade eden çeşitli renkler, resimler yanında, illüstrasyonlar da kullanılmıştır. Çeşitli siyasi partilerin farklı politik yaklaşımları olmasına rağmen bu seçimde siyasi görüşlerin belirgin söylemleri afiş tasarımlarını da önemli ölçüde etkilemiştir.
Political advertising is the communication made by the effective use of advertising and promotional tools in the promotion of the candidates of the political party. This process is a form of campaigning that allows candidates to deliver their messages directly to voters and influence political debate. Winning the election involves much more than being the best candidate or having the best ideas. Candidates can build name awareness by advertising in various media types, highlight important issues and reflect the shortcomings of their competitors to the public. Nowadays, although election ads and campaign expenditures are mostly directed to online platforms, outdoor advertising activities are still carried out in politics in terms of brand awareness and visibility. In today's politics, campaign advertisements form the basis of conveying the politician's opinion to the voters. Campaign advertising is basically the use of advertisements through the media to influence a political debate and ultimately voters, and this includes visual design. Graphic design works in political campaigns should be able to convey the messages of politicians accurately and clearly. Some graphic design works come with irregularities, use of wrong words, unnecessary coloring, wrong typography and others. In other words, for a successful political communication that aims to attract the attention of the audience and influence the voters, the message on the poster must be well organized both verbally and visually.Outdoor advertising appeals to more people than any other form of advertising and is given more importance in people's minds than any other media. Outdoor advertising, also known as guerrilla advertising among the world's advertising designers, has taken its rightful place in the field of graphic design and advertising with the success of suddenly appearing in front of people and mobilizing the masses. The aim of an important research is to examine the development and change of advertising posters in the 2023 elections in terms of design. This election represented two different groups in terms of political views in Turkey, both socially and politically. Although among the Turkish society, the arguments used in the elections caused great differences in the promotional activities of the elections. In this research, a study was carried out to determine and examine the typographic and graphical characteristics of the visuals in the selected political campaign posters. The study revealed that political campaign posters are the main visual communication tools used by political candidates in their campaigns to collect votes. Graphically, various meaningful colors and images as well as illustrations were used in political campaign posters. Although various political parties have different political approaches, the distinct discourses of political views in this election have significantly affected poster designs. In today's politics, campaign advertisements form the basis of conveying the politician's opinion to the voters. Campaign advertising is basically the use of advertisements through the media and visual designs to influence a political debate and ultimately the voters. Graphic design works in political campaigns should be able to convey the messages of politicians accurately and clearly. Some graphic design works come with irregularities, use of wrong words, unnecessary coloring, wrong typography and others. In other words, for a successful political communication that aims to attract the attention of the audience and influence the voters, the message on the poster must be well organized both verbally and visually. It includes the following three main research questions, providing a more in-depth understanding of the graphic design used in visuals, especially in the context of election campaigns. Were typographic rules followed in election posters? How were colors used in election posters? Are there any differences in terms of photographs in the images used? In addition, the research shows that in general, in the 2023 Presidential and parliamentary election campaigns, outdoor spaces were used effectively for voting for candidates in order to attract the attention of voters or passers-by and to make the necessary publicity, and posters were prepared accordingly.
Political advertising is the communication made by the effective use of advertising and promotional tools in the promotion of the candidates of the political party. This process is a form of campaigning that allows candidates to deliver their messages directly to voters and influence political debate. Winning the election involves much more than being the best candidate or having the best ideas. Candidates can build name awareness by advertising in various media types, highlight important issues and reflect the shortcomings of their competitors to the public. Nowadays, although election ads and campaign expenditures are mostly directed to online platforms, outdoor advertising activities are still carried out in politics in terms of brand awareness and visibility. In today's politics, campaign advertisements form the basis of conveying the politician's opinion to the voters. Campaign advertising is basically the use of advertisements through the media to influence a political debate and ultimately voters, and this includes visual design. Graphic design works in political campaigns should be able to convey the messages of politicians accurately and clearly. Some graphic design works come with irregularities, use of wrong words, unnecessary coloring, wrong typography and others. In other words, for a successful political communication that aims to attract the attention of the audience and influence the voters, the message on the poster must be well organized both verbally and visually.Outdoor advertising appeals to more people than any other form of advertising and is given more importance in people's minds than any other media. Outdoor advertising, also known as guerrilla advertising among the world's advertising designers, has taken its rightful place in the field of graphic design and advertising with the success of suddenly appearing in front of people and mobilizing the masses. The aim of an important research is to examine the development and change of advertising posters in the 2023 elections in terms of design. This election represented two different groups in terms of political views in Turkey, both socially and politically. Although among the Turkish society, the arguments used in the elections caused great differences in the promotional activities of the elections. In this research, a study was carried out to determine and examine the typographic and graphical characteristics of the visuals in the selected political campaign posters. The study revealed that political campaign posters are the main visual communication tools used by political candidates in their campaigns to collect votes. Graphically, various meaningful colors and images as well as illustrations were used in political campaign posters. Although various political parties have different political approaches, the distinct discourses of political views in this election have significantly affected poster designs. In today's politics, campaign advertisements form the basis of conveying the politician's opinion to the voters. Campaign advertising is basically the use of advertisements through the media and visual designs to influence a political debate and ultimately the voters. Graphic design works in political campaigns should be able to convey the messages of politicians accurately and clearly. Some graphic design works come with irregularities, use of wrong words, unnecessary coloring, wrong typography and others. In other words, for a successful political communication that aims to attract the attention of the audience and influence the voters, the message on the poster must be well organized both verbally and visually. It includes the following three main research questions, providing a more in-depth understanding of the graphic design used in visuals, especially in the context of election campaigns. Were typographic rules followed in election posters? How were colors used in election posters? Are there any differences in terms of photographs in the images used? In addition, the research shows that in general, in the 2023 Presidential and parliamentary election campaigns, outdoor spaces were used effectively for voting for candidates in order to attract the attention of voters or passers-by and to make the necessary publicity, and posters were prepared accordingly.
Description
Keywords
Grafik tasarım , Seçim afişleri , Siyasi parti , Siyasi seçimler , Graphic design , Election posters , Political party , Political elections
Citation
Yılmaz, İ., ve Ayçe M. T. (2024). 2023 cumhurbaşkanlığı ve milletvekili seçimi dış mekân reklamı ve kampanya çalışmalarının grafik tasarım açısından genel bir değerlendirilmesi. Uluslararası Sanat Tasarım ve Eğitim Dergisi, 5(2), 66-82. https://doi.org/10.5281/zenodo.13971110
