{"id":44976,"date":"2018-07-30T10:57:34","date_gmt":"2018-07-30T07:57:34","guid":{"rendered":"http:\/\/gzone.com.tr\/?p=44976"},"modified":"2018-07-30T10:57:34","modified_gmt":"2018-07-30T07:57:34","slug":"markalarin-yeni-hedefinde-lgbti-bireyler-var","status":"publish","type":"post","link":"http:\/\/www.gzone.com.tr\/index.php\/2018\/07\/30\/markalarin-yeni-hedefinde-lgbti-bireyler-var\/","title":{"rendered":"MARKALARIN YEN\u0130 HEDEF\u0130NDE LGBT\u0130 B\u0130REYLER VAR"},"content":{"rendered":"<p><strong>Amsterdam&#8217;daki LGBT\u0130 Onur Y\u00fcr\u00fcy\u00fc\u015f\u00fc, markalar\u0131n yeni hedefinde LGBT\u0130 bireyleri hedefleyen reklam kampanyalar\u0131 oldu\u011funun alt\u0131n\u0131 \u00e7izci.<\/strong><\/p>\n<p class=\"story-body__introduction\">Pembe ambalajl\u0131 mayonez, g\u00f6k ku\u015fa\u011f\u0131 renginde \u015fekerlemeler, pembe \u015fi\u015felerde i\u00e7ecek ve g\u00f6k ku\u015fa\u011f\u0131 rengine boyanm\u0131\u015f akaryak\u0131t istasyonlar\u0131&#8230;<\/p>\n<p>B\u00fct\u00fcn bunlar, hafta sonu Hollanda&#8217;n\u0131n ba\u015fkenti Amsterdam&#8217;a d\u00fczenlenen e\u015fcinseller onur y\u00fcr\u00fcy\u00fc\u015f\u00fcnde (Gay Pride) s\u0131k\u00e7a rastlanan g\u00f6r\u00fcnt\u00fclerden baz\u0131lar\u0131yd\u0131.<\/p>\n<p>Ancak bunlar sadece e\u015fcinsel onur y\u00fcr\u00fcy\u00fc\u015f\u00fc ile s\u0131n\u0131r\u0131l\u0131 de\u011fil. Uzmanlara g\u00f6re, \u00f6zellikle ABD ve Bat\u0131 \u00fclkelerinde bir \u00e7ok \u015firket, lezbiyen, gay, biseks\u00fcel ve transseks\u00fcel (LGBT) bireyleri hedefleyen \u00fcr\u00fcnleri piyasaya s\u00fcr\u00fcyor.<\/p>\n<figure style=\"width: 660px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full\" src=\"https:\/\/ichef.bbci.co.uk\/news\/660\/cpsprodpb\/84B6\/production\/_102747933_gettyimages-586440956.jpg\" width=\"660\" height=\"371\" \/><figcaption class=\"wp-caption-text\">Foto\u011fraf: Getty Images<\/figcaption><\/figure>\n<p>Amsterdam&#8217;daki etkinlik s\u0131ras\u0131nda &#8220;LGBT pazar\u0131na&#8221; y\u00f6nelik \u00fcr\u00fcnlerin say\u0131s\u0131nda keskin bir art\u0131\u015f oldu\u011fu ortaya \u00e7\u0131kt\u0131.<\/p>\n<p>&#8220;The Marketing The Rainbow&#8221; adl\u0131 bir tez \u00fczerine \u00e7al\u0131\u015fan pazarlama uzman\u0131 Alfred Verhoeven&#8217;e g\u00f6re, ABD&#8217;de e\u015fcinsel evliliklerin yasalla\u015fmas\u0131ndan sonra, LGBT bireylere y\u00f6nelik ticari \u00fcr\u00fcnlerin say\u0131s\u0131nda ciddi bir art\u0131\u015f oldu.<\/p>\n<p>Verhoeven,Hollanda Televizyonu&#8217;na (NOS) yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, LGBT bireylere y\u00f6nelik \u00fcr\u00fcn geli\u015ftiren \u015firketlerin y\u00fczde 80&#8217;inin bunu i\u00e7tenlikle yapt\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n<p>Zaman zaman \u015firketlere, &#8220;e\u015fcinsel onur y\u00fcr\u00fcy\u00fc\u015f\u00fcn\u00fc istismar etme&#8221; ele\u015ftirisi yap\u0131lsa da, LGBT pazar\u0131na y\u00f6nelik giri\u015fimler b\u00fcy\u00fck \u00f6l\u00e7\u00fcde olumlu kar\u015f\u0131lan\u0131yor.<\/p>\n<p>Son y\u0131llarda bir\u00e7ok \u015firket, Amsterdam&#8217;daki e\u015fcinsel onur y\u00fcr\u00fcy\u00fc\u015f\u00fcne destek veriyor. Bunlardan birisi de, petrol devi Shell. Akaryak\u0131t istasyonlar\u0131nu g\u00f6kku\u015fa\u011f\u0131 rengine boyayan \u015firket, 2001 y\u0131l\u0131ndan itibaren LGBT ileti\u015fim a\u011f\u0131 &#8220;Pink Pearl&#8221;\u00fc hayata ge\u00e7irdi.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full\" src=\"http:\/\/www.projectq.us\/images\/uploads\/projectq-pride-parade-76.jpg\" width=\"650\" height=\"433\" \/><\/p>\n<p>\u015eirket s\u00f6zc\u00fcs\u00fc Laura van Lingen, farkl\u0131l\u0131klar\u0131n kutlanmas\u0131 gerekti\u011fini belirterek, Shell b\u00fcnyesindeki LGBT personelin, i\u015fyerinde &#8220;kendisi olabildi\u011fini&#8221; vurguluyor.<\/p>\n<p>Hollanda&#8217;n\u0131n en eski ma\u011faza zincirlerinden biri olan HEMA da, g\u00f6k ku\u015fa\u011f\u0131 renginden g\u0131da \u00fcr\u00fcnleri piyasaya s\u00fcrd\u00fc. \u015eirket, bu \u00fcr\u00fcnlerden elde edilecek geliri, Hollanda E\u015fcinsel Haklar\u0131 Derne\u011fi&#8217;nin (COC) okul a\u011f\u0131na ba\u011f\u0131\u015flanacak.<\/p>\n<p>HEMA, ayn\u0131 zamanda her y\u0131l e\u015fcinsel evliliklerin yasak oldu\u011fu Avrupa \u00fclkelerinden 4 \u00e7ifti Hollanda&#8217;ya davet ediyor. \u015eirket s\u00f6zc\u00fcs\u00fcne g\u00f6re, HEMA toplumun her kesimini kucaklayan bir politika izliyor.<\/p>\n<p>E\u015fcinsel \u00f6rg\u00fct\u00fc COC&#8217;un s\u00f6zc\u00fcs\u00fc Philip Tijsma, LGBT pazar\u0131na y\u00f6nelik \u00fcr\u00fcn say\u0131s\u0131ndaki art\u0131\u015f\u0131n, 20 y\u0131ll\u0131k bir m\u00fccadelenin sonucu oldu\u011funu belirtiyor.<\/p>\n<p>Daha \u00f6ncesinde b\u00fcy\u00fck \u015firketlerin LGBT toplulu\u011fu ile ilgili konularda ad\u0131m atmak i\u00e7in en az \u00fc\u00e7 kez d\u00fc\u015f\u00fcnd\u00fcklerini s\u00f6yleyen Tijsma, sadece g\u00f6kku\u015fa\u011f\u0131 sembolleri ile de olsa, \u015firketlerin yanlar\u0131nda olmas\u0131n\u0131 olumlu buluyor.<\/p>\n<p>COC s\u00f6zc\u00fcs\u00fc, \u015firketlerin bu pazar\u0131 hedeflerken, kendi i\u00e7lerinde de LGBT personel \u00e7e\u015fitlili\u011fine \u00f6zen g\u00f6stermesi gerekti\u011fini vurguluyor.<\/p>\n<p>Kaynak: BBC T\u00fcrk\u00e7e<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Amsterdam&#8217;daki LGBT\u0130 Onur Y\u00fcr\u00fcy\u00fc\u015f\u00fc, markalar\u0131n yeni hedefinde LGBT\u0130 bireyleri hedefleyen reklam kampanyalar\u0131 oldu\u011funun alt\u0131n\u0131 \u00e7izci. Pembe ambalajl\u0131 mayonez, g\u00f6k ku\u015fa\u011f\u0131 renginde \u015fekerlemeler, pembe \u015fi\u015felerde i\u00e7ecek ve g\u00f6k ku\u015fa\u011f\u0131 rengine boyanm\u0131\u015f akaryak\u0131t istasyonlar\u0131&#8230; B\u00fct\u00fcn bunlar, hafta sonu Hollanda&#8217;n\u0131n ba\u015fkenti Amsterdam&#8217;a d\u00fczenlenen e\u015fcinseller onur y\u00fcr\u00fcy\u00fc\u015f\u00fcnde (Gay Pride) s\u0131k\u00e7a rastlanan g\u00f6r\u00fcnt\u00fclerden baz\u0131lar\u0131yd\u0131. Ancak bunlar sadece e\u015fcinsel onur y\u00fcr\u00fcy\u00fc\u015f\u00fc &hellip;<\/p>\n","protected":false},"author":1,"featured_media":34617,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[92,720,91],"tags":[7441],"class_list":["post-44976","post","type-post","status-publish","format-standard","has-post-thumbnail","","category-dunya","category-escinselyasam","category-haberler","tag-pazarlama"],"_links":{"self":[{"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/44976","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/comments?post=44976"}],"version-history":[{"count":1,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/44976\/revisions"}],"predecessor-version":[{"id":44977,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/posts\/44976\/revisions\/44977"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/media\/34617"}],"wp:attachment":[{"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=44976"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/categories?post=44976"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.gzone.com.tr\/index.php\/wp-json\/wp\/v2\/tags?post=44976"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}