The analysis of using public service announcement in social marketing campaigns: Quit smoking – do not waste your life campaign

Social marketing is a marketing effort which is done to make social purposes, ideas or actions acceptable. Public service announcements are defined as videos, audios and sub-bands which have educational and informative qualities that are decided to have public benefit in their publishing and prepared or ordered by public institutions and organizations or non-governmental organizations. These are amongst the most effective elements in the context of social marketing studies. Social marketing and public service announcements form the main subject of this study. The aim of the study is to research the use of public service announcement in social marketing campaigns within the framework of "Quit Smoking, Do Not Waste Your Life" public service announcements. In this context, conceptual and theoretical descriptions about social marketing and public service announcements are given first. Then semiotic analysis of "Quit Smoking, Do Not Waste Your Life" public service announcements are conducted. Keywords: Public Service Announcements, Quit Smoking - Do Not Waste Your Life, Social Marketing