PRESENTATION OF RISK AND RISK PERCEPTION IN INSURANCE ADVERTISEMENTS IN TURKEY: THE CASE OF 1963 HAYAT MAGAZINE

Özet

In parallel with the development of the insurance sector in Turkey, there has been an increase in the number of print advertisements. This increase has been reflected in the content of advertisements in direct proportion to the development of both the insurance sector and the advertising sector. It is possible to see the traces of this development, especially in the presentation of risk and risk perception in advertisements. This study aims to reveal how insurance advertisements presented risk and risk perception to the public in the past. Insurance advertisements published in Hayat Magazine in 1963 were selected through convenience sampling. Then, common codes were extracted from the advertisements through content analysis conducted independently by two researchers. The advertisements emphasizing risk and risk perception presented with any visuals were determined by criterion sampling from purposive sampling methods and 3 advertisements meeting these criteria were analyzed by both content analysis and visual semiotics analysis methods. Within the framework of its limitations, the research highlights two main themes in the presentation of risk and risk perception in insurance advertisements: 1- Risk and risk perception are presented to society with content based on fear of the future. 2- The contents mostly emphasize socio-cultural elements and life practices.

Abstract

In parallel with the development of the insurance sector in Turkey, there has been an increase in the number of print advertisements. This increase has been reflected in the content of advertisements in direct proportion to the development of both the insurance sector and the advertising sector. It is possible to see the traces of this development, especially in the presentation of risk and risk perception in advertisements. This study aims to reveal how insurance advertisements presented risk and risk perception to the public in the past. Insurance advertisements published in Hayat Magazine in 1963 were selected through convenience sampling. Then, common codes were extracted from the advertisements through content analysis conducted independently by two researchers. The advertisements emphasizing risk and risk perception presented with any visuals were determined by criterion sampling from purposive sampling methods and 3 advertisements meeting these criteria were analyzed by both content analysis and visual semiotics analysis methods. Within the framework of its limitations, the research highlights two main themes in the presentation of risk and risk perception in insurance advertisements: 1- Risk and risk perception are presented to society with content based on fear of the future. 2- The contents mostly emphasize socio-cultural elements and life practices.

Yazarlar

Sefer DARICI, Siham EL OUAHABI

Anahtar Kelimeler

Insurance, advertising, Turkey, risk, fear

JEL Codes

M30, M31, M37, M39

Yayın Bilgileri

Cilt 3, Sayı 2, 2023 · Sayfa 45-52

DOI: 10.52898/ijif.2023.9

Dosyalar