Ist International Communication Science & Media Studies Congress, Kocaeli, Turkey, 13 - 16 May 2014, pp.324-340
The social responsibility projects basically target solution of the problems to be removed in the society and making desired course of behavioral changes in individuals by giving place to various issues such as health, environment, and education. One of the means, used by the institutions, attaching much more importance to social problems, and exhibiting behavior to develop welfare of the society in terms of the said matters, to announce the social responsibility projects to the target audience, to create awareness in the target audience and to inform the individuals, is public spots. Within this framework, messages, consisting of audio-visual-linguistic elements, targeting handling of the problems in social life, upgrading life qualities of individuals by informing and training them, have been designed.
Public spots, which we consider as the Exposed Face of the Social Responsibility Projects, are broadcast in Turkish state television and other private television channels intensively in the last year. Through this study, which targets examination of public spots through semiotic method, it is focused on how the message is built and presented at audio, visual, linguistic, signifier-signified level.
Key words: Social responsibility, public spot, semiology