{"id":2770,"date":"2007-03-28T12:41:32","date_gmt":"2007-03-28T09:41:32","guid":{"rendered":"http:\/\/www.ced.org.tr\/?p=2770"},"modified":"2014-05-21T01:34:42","modified_gmt":"2014-05-20T22:34:42","slug":"ilacta-reklam-2","status":"publish","type":"post","link":"http:\/\/www.ced.org.tr\/?p=2770","title":{"rendered":"\u0130LA\u00c7TA REKLAM"},"content":{"rendered":"

LEVEEEENT !..\u00a0<\/h4>\n

Yaz\u0131m\u0131n ba\u015fl\u0131\u011f\u0131n\u0131 okuyup birilerini \u00e7a\u011fr\u0131\u015ft\u0131rd\u0131\u011f\u0131m anlam\u0131n\u0131 l\u00fctfen \u00e7\u0131karmay\u0131n. \u00d6yle bir kast\u0131m yok…\u00a0 <\/span>Ayr\u0131ca a\u015fa\u011f\u0131da de\u011finece\u011fim konu vefa semtinde de ge\u00e7miyor.\u00a0<\/h4>\n

\u0130lk duydu\u011fumda arabamla seyir halindeydim. Bir ulusal radyo kanal\u0131n\u0131 dinliyordum ki, reklam spotlar\u0131 girdi devreye…\u00a0\u00a0 <\/span>Sonras\u0131nda birka\u00e7 kez televizyonlarda da izledim. Sizlerle payla\u015faca\u011f\u0131m reklam spotu uluslar aras\u0131 \u00fcne ve sermayeye sahip bir yap\u0131-market firmas\u0131na ait…\u00a0 <\/span>Hani son 10-15 y\u0131ld\u0131r ad\u0131 yap\u0131-market olsa da , i\u011fneden-ipli\u011fe her \u015feyin sat\u0131ld\u0131\u011f\u0131 ve orta ve k\u00fc\u00e7\u00fck esnaf\u0131n can\u0131na\u00a0 <\/span>okuyan\u00a0 <\/span>marketlerden\u00a0 <\/span>biri …\u00a0 <\/span>Belki\u00a0 <\/span>s\u00f6z\u00fcn\u00fc\u00a0 <\/span>etti\u011fim\u00a0 <\/span>reklam\u0131\u00a0 <\/span>sizde izlemi\u015fsinizdir.\u00a0<\/h4>\n

Reklam\u00a0 <\/span>\u015f\u00f6yle\u00a0 <\/span>ba\u015fl\u0131yor ;\u00a0 <\/span>Bir\u00a0 <\/span>bayan\u00a0 <\/span>avaz\u0131\u00a0 <\/span>\u00e7\u0131kt\u0131\u011f\u0131\u00a0 <\/span>kadar\u00a0 <\/span>kocas\u0131na ba\u011f\u0131r\u0131yor.\u00a0 <\/span>Leveeeent !..\u00a0 <\/span>(san\u0131r\u0131m seslendirende H\u00fcmeyra )\u00a0 <\/span>sonra\u00a0 <\/span>devam ediyor.!! \u00c7abuuuk arabay\u0131 \u00e7al\u0131\u015ft\u0131r ! Ve hemen ekliyor , kasiyer yanl\u0131\u015f hesap yapt\u0131 hemen gidelim… \u00a0<\/span>Reklam\u0131n\u00a0 <\/span>sonu\u00a0 <\/span>ucuz \u00fcr\u00fcn\u00a0 <\/span>satt\u0131\u011f\u0131\u00a0 <\/span>vurgusu\u00a0 <\/span>ile\u00a0 <\/span>bitiyor.\u00a0<\/h4>\n

Firma ,\u00a0 <\/span>bu\u00a0 <\/span>reklamla\u00a0 <\/span>\u00fcr\u00fcnlerini\u00a0 <\/span>ucuza\u00a0 <\/span>satt\u0131\u011f\u0131\u00a0 <\/span>imaj\u0131n\u0131\u00a0 <\/span>topluma benimsetmek istiyor. Tabii bu imaj\u0131 vermek isterken topluma ba\u015fka ne mesajlar verdi\u011fini g\u00f6z ard\u0131 ediyor veya fark\u0131nda de\u011fil (ne kadar iyimserim de\u011fil mi?) !.. Bir an bu reklam senaryosunun ya\u015fand\u0131\u011f\u0131n\u0131 varsayal\u0131m… \u0130nsan d\u00fc\u015f\u00fcnmeden edemiyor!!!\u00a0 <\/span>Kasiyer ,\u00a0 <\/span>bir hata\u00a0 <\/span>veya\u00a0 <\/span>dikkatsizlik\u00a0 <\/span>sonucu\u00a0 <\/span>pahal\u0131\u00a0 <\/span>bir\u00a0 <\/span>\u00fcr\u00fcn\u00fc m\u00fc\u015fterisine ucuza vermi\u015f olsun… B\u00fcy\u00fck olas\u0131l\u0131kla asgari \u00fccretle \u00e7al\u0131\u015fan ve muhtemelen bin bir zorlukla ay\u0131 zor ge\u00e7iren personelden , firmaya u\u011fratt\u0131\u011f\u0131 zarar tazmin edilirse , o \u00fcr\u00fcn\u00fc bilerek alan m\u00fc\u015fterinin vicdan\u0131 s\u0131zlamayacak m\u0131d\u0131r ?.. Veya kasiyerden kesilmese bile bir mal\u0131 ederinin alt\u0131nda ve yap\u0131lan\u00a0 <\/span>bir yanl\u0131\u015fl\u0131k sonucu , verildi\u011fini bilerek alan o m\u00fc\u015fteri , ald\u0131\u011f\u0131 \u00fcr\u00fcn\u00fc i\u00e7 rahatl\u0131\u011f\u0131 ile evinde kullanabilecek midir ?..\u00a0<\/h4>\n

Evet , ilgili firma , ucuz \u00fcr\u00fcn\u00a0 <\/span>satt\u0131\u011f\u0131\u00a0 <\/span>imaj\u0131n\u0131\u00a0 <\/span>belleklere\u00a0 <\/span>kaz\u0131maya u\u011fra\u015f\u0131rken , toplumun de\u011fer yarg\u0131lar\u0131nda ne t\u00fcr yaralar a\u00e7abilece\u011fini , de\u011ferleri \u00e7\u00fcr\u00fct\u00fcp,yok edebilece\u011fini hesaba katm\u0131yor. Belki de hi\u00e7 \u00f6nemsemiyor… \u00d6yle ya , Serbest Piyasa D\u00fczeni !.. \u00a0<\/span>Bu\u00a0 <\/span>d\u00fczende\u00a0 <\/span>her\u00a0 <\/span>ne\u00a0 <\/span>pahas\u0131na\u00a0 <\/span>olursa\u00a0 <\/span>olsun rakiplerinden bir ad\u0131m \u00f6nde olmak ve rekabet edip g\u00fc\u00e7l\u00fc olmak var. De\u011fer yarg\u0131lar\u0131n\u0131 yok saymak m\u0131 ? O da ne !.. Tek de\u011fer satmak, kar etmek ve d\u00fczenin koruyucusu ve savunucusu olmak… Peki t\u00fcketiciye ne mesaj\u0131 veriyor ?\u00a0 <\/span>F\u0131rsatlar\u0131 ka\u00e7\u0131rma !.. Ne olursa olsun kazan\u00e7l\u0131 \u00e7\u0131kmaya bak !.. Senin y\u00fcz\u00fcnden birileri zarar g\u00f6rse de , sen kendi \u00e7\u0131kar\u0131n\u0131 d\u00fc\u015f\u00fcn !.. Bu f\u0131rsat bir daha ele ge\u00e7meyebilir…Aptall\u0131k etme , de\u011ferlendir !..\u00a0<\/h4>\n

Beynim , bu d\u00fc\u015f\u00fcncelerle yo\u011frulurken , birden g\u00fcndemde olan \u0130la\u00e7 Reklamlar\u0131 akl\u0131ma geldi. Serbest Piyasa mant\u0131\u011f\u0131 i\u00e7inde ila\u00e7 reklamlar\u0131n\u0131n topluma sunuldu\u011funu\u00a0 <\/span>bir d\u00fc\u015f\u00fcn\u00fcn ,\u00a0 <\/span>neler\u00a0 <\/span>olmaz?..\u00a0 <\/span>\u0130lac\u0131n kendine \u00f6zg\u00fc \u00f6zelli\u011finden kaynaklanan\u00a0 <\/span>vazge\u00e7ilmez ,\u00a0 <\/span>talebi ertelenemez ,\u00a0 <\/span>ikame edilemeyen , talep esnekli\u011fi s\u0131f\u0131r olan ve fiyat\u0131n\u0131n ne olup , olmad\u0131\u011f\u0131 s\u0131kl\u0131kla g\u00f6z ard\u0131 edilen \u00a0<\/span>bir\u00a0 <\/span>kamusal \u00fcr\u00fcnden \u00a0<\/span>s\u00f6z\u00a0 <\/span>ediyoruz.\u00a0 <\/span>D\u00fc\u015f\u00fcnmek\u00a0 <\/span>bile istemiyorum… Ama ila\u00e7 \u00fcreticileri y\u0131llard\u0131r d\u00fc\u015f\u00fcn\u00fcyorlar !.. Ve ila\u00e7 reklamlar\u0131 ile end\u00fcstrinin sa\u011fl\u0131k ve ila\u00e7 alan\u0131ndaki belirleyicili\u011fini art\u0131rmay\u0131 d\u00fc\u015fl\u00fcyorlar.\u00a0<\/h4>\n

Sa\u011fl\u0131k alan\u0131n\u0131n piyasala\u015fmas\u0131na paralel olarak ortaya \u00e7\u0131kan Re\u00e7eteli-Re\u00e7etesiz ila\u00e7 kavramlar\u0131 ve Re\u00e7etesiz ila\u00e7lar\u0131n bilgilendirme! ve tan\u0131t\u0131m! Ama\u00e7l\u0131 reklam\u0131n\u0131n yap\u0131lmas\u0131 Halk Sa\u011fl\u0131\u011f\u0131n\u0131 tehdit edici bir tedavi piyasas\u0131 olu\u015fumuna\u00a0 <\/span>neden\u00a0 <\/span>olacakt\u0131r.\u00a0 <\/span>Kendi-kendine\u00a0 <\/span>tedavi\u00a0 <\/span>uygulamalar\u0131n\u0131n yayg\u0131nla\u015fmas\u0131 sonucu ; yanl\u0131\u015f tan\u0131 ve tedavi riskleri artacak ve toplumda ilaca ba\u011fl\u0131 bir sa\u011fl\u0131k sorunu olgusu ortaya \u00e7\u0131kacakt\u0131r. \u0130la\u00e7 end\u00fcstrisinin do\u011frudan \u00e7\u0131karlar\u0131n\u0131 ama\u00e7layan ve hi\u00e7bir bilimsel dayana\u011f\u0131 ve yarar\u0131 olmayacak bu giri\u015fimle Sa\u011fl\u0131\u011f\u0131n bilimsel \u00f6l\u00e7\u00fctlerle y\u00fcr\u00fct\u00fclen bir alan olmaktan \u00e7\u0131kar\u0131p , ampirik t\u0131p anlay\u0131\u015f\u0131n\u0131n yayg\u0131nla\u015fmas\u0131na neden olacakt\u0131r.\u00a0<\/h4>\n

Bu yaz\u0131ma kar\u015f\u0131l\u0131k ilgili-ilgisizler , ila\u00e7 reklamlar\u0131n\u0131n bilimsel-etik kurallar\u0131\u00a0 <\/span>ve\u00a0 <\/span>kurullar\u0131\u00a0 <\/span>olaca\u011f\u0131n\u0131\u00a0 <\/span>ve\u00a0 <\/span>onay\u00a0 <\/span>almam\u0131\u015f\u00a0 <\/span>ila\u00e7\u00a0 <\/span>reklamlar\u0131n\u0131n yay\u0131nlanmayaca\u011f\u0131n\u0131\u00a0 <\/span>s\u00f6yleyeceklerdir.\u00a0 <\/span>Herkesi\u00a0 <\/span>inand\u0131rsalar\u00a0 <\/span>bile\u00a0 <\/span>beni inand\u0131ramazlar. \u00c7\u00fcnk\u00fc , reklam denetim kurullar\u0131 da var , hem bakanl\u0131k hem de dernekleri\u00a0 <\/span>b\u00fcnyesinde . Ama\u00a0 <\/span>kolesterol\u00a0 <\/span>d\u00fc\u015f\u00fcr\u00fcc\u00fc\u00a0 <\/span>yo\u011furtlar\u0131n\u00a0 <\/span>topluma\u00a0 <\/span>nas\u0131l pazarland\u0131\u011f\u0131n\u0131 ,\u00a0 <\/span>ama\u00e7lar\u0131na\u00a0 <\/span>ula\u015ft\u0131ktan\u00a0 <\/span>sonra\u00a0 <\/span>nas\u0131l\u00a0 <\/span>durduruldu\u011fu\u00a0 <\/span>ve\u00a0 <\/span>bir kelime oyunu ile yeniden nas\u0131l yay\u0131nlanmakta oldu\u011funu hepimiz biliyoruz.\u00a0<\/h4>\n

K\u0131sacas\u0131 ; end\u00fcstri , ilac\u0131n\u0131 ne pahas\u0131na olursa olsun satma pe\u015finde , medya , yeni bir pazar yaratman\u0131n beklentisi i\u00e7inde , reklam \u015firketleri, m\u00fc\u015fteri portf\u00f6ylerine yenilerini ekleme hevesi i\u00e7indeyken… Ne gam… Halk Sa\u011fl\u0131\u011f\u0131 bozulacakm\u0131\u015f !… Kimin umurunda !..\u00a0<\/h4>\n

Bu konuda sa\u011fduyu olu\u015fmaz ve s\u00fcrece dur denmezse yak\u0131nda \u015f\u00f6yle bir reklam spotunun medyada d\u00f6nd\u00fc\u011f\u00fcn\u00fc g\u00f6rebilirsiniz…\u00a0 <\/span>XXX ilac\u0131 Leventler , Mustafalar i\u00e7in !… Ay\u015feler de i\u00e7ebilir !…\u00a0<\/h4>\n

Sa\u011fl\u0131cakla kal\u0131n…<\/h4>\n

\u00a0<\/h4>\n","protected":false},"excerpt":{"rendered":"

LEVEEEENT !..\u00a0 Yaz\u0131m\u0131n ba\u015fl\u0131\u011f\u0131n\u0131 okuyup birilerini \u00e7a\u011fr\u0131\u015ft\u0131rd\u0131\u011f\u0131m anlam\u0131n\u0131 l\u00fctfen \u00e7\u0131karmay\u0131n. \u00d6yle bir kast\u0131m yok…\u00a0 Ayr\u0131ca a\u015fa\u011f\u0131da de\u011finece\u011fim konu vefa semtinde...<\/p>\n","protected":false},"author":14,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[46],"tags":[],"class_list":["post-2770","post","type-post","status-publish","format-standard","hentry","category-ecz-mustafa-turunc"],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2770","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2770"}],"version-history":[{"count":1,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2770\/revisions"}],"predecessor-version":[{"id":4018,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=\/wp\/v2\/posts\/2770\/revisions\/4018"}],"wp:attachment":[{"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2770"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2770"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.ced.org.tr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2770"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}