ADOLF HİTLER’İN KORKU ÇEKİCİLİĞİ BAĞLAMINDA KAMU SPOTU REKLAMLARINDA KULLANIMI

Abstract

Fear appeal is a technique of convincing masses through messages sent in the direction of a specific purpose using the item of fear. The main purpose of this technique is to emphasize the negative consequences that may arise when the masses do not move in the desired direction and to scare the masses in the desired direction. Fear attractiveness has been used for many years to convince the masses in the propaganda discipline. In recent years, the concept of fear has begun to be used in public service advertisements as well as in many other areas. It can be seen that many of the ads that remind the traffic rules, emphasize the importance of health, and defend the protection of the environment, are often attracted to fear. In this process, advertisers focus on items that can create horror elements on the masses and universally use them in public service advertisements that can be considered frightening for everyone. At this stage, past and present authoritarian leaders can help advertisers. In particular, the main actor of the Second World War, the German President Adolf Hitler, has been in the forefront of fear in recent years in public service advertising. In this study, three public spot advertisements (AIDS Advertisement, Cigaratte Advertisement, and Health Advertisement), which were the subject of Hitler in the 2000s and which had a great impact by selected using purposeful sampling method were examined. In the course of the study, advertisements were discussed in light of Roland Barthes’ methodology in semiotics analysis. Advertisements were analyzed, in particular, on the concepts of denotation, connotation, myth and metaphor. In the context of the findings, it was found that Hitler has generally been used as a “danger”, “genocide” and “death” metaphor in public spot advertisement in the field of health in creating the fear appeal.