<\/p>\n
Alt\u0131nok, AA muhabirine yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, t\u00fct\u00fcn end\u00fcstrisinin dijital mecralar ve sosyal medyada farkl\u0131 reklam taktikleriyle kad\u0131n n\u00fcfusu hedef ald\u0131\u011f\u0131n\u0131 vurgulad\u0131.<\/p>\n
T\u00fcrkiye \u0130statistik Kurumu (T\u00dc\u0130K) taraf\u0131ndan yay\u0131mlanan T\u00fcrkiye Sa\u011fl\u0131k Ara\u015ft\u0131rmas\u0131-2022 sonu\u00e7lar\u0131na g\u00f6re, T\u00fcrkiye’de 15 ya\u015f \u00fcst\u00fc kad\u0131nlardaki t\u00fct\u00fcn ve t\u00fct\u00fcn \u00fcr\u00fcnleri kullan\u0131m s\u0131kl\u0131\u011f\u0131n\u0131n y\u00fczde 15,5 oldu\u011funu hat\u0131rlatan Alt\u0131nok, bu oran\u0131n y\u00fcksekli\u011fine dikkati \u00e7ekti.<\/p>\n
Prof. Dr. Alt\u0131nok, “Bu ara\u015ft\u0131rmada \u00e7ok \u00e7arp\u0131c\u0131 olan bir ba\u015fka sonu\u00e7 da 35-44 ya\u015f grubundaki kad\u0131nlarda t\u00fct\u00fcn kullan\u0131m\u0131n\u0131n Cumhuriyet tarihinin en y\u00fcksek d\u00fczeylerine ula\u015ft\u0131\u011f\u0131n\u0131 g\u00f6steriyor. Orta ya\u015f grubundaki her 4 kad\u0131ndan 1’i sigara i\u00e7iyor.” ifadesini kulland\u0131.<\/p>\n
Bu kad\u0131nlar\u0131n b\u00fcy\u00fck b\u00f6l\u00fcm\u00fcn\u00fcn e\u011fitimli, \u00e7al\u0131\u015fan grupta oldu\u011funun alt\u0131n\u0131 \u00e7izen Alt\u0131nok, \u015fu de\u011ferlendirmelerde bulundu:<\/p>\n
“Erkekler aras\u0131nda d\u00fc\u015f\u00fck e\u011fitim d\u00fczeyine sahip, i\u015f\u00e7i ya da i\u015fsiz olanlar daha s\u0131kl\u0131kla sigara i\u00e7icisiyken, kad\u0131nlarda durum bunun tam tersi. \u00c7\u00fcnk\u00fc t\u00fct\u00fcn end\u00fcstrisi, 100 y\u0131l\u0131 a\u015fk\u0131n bir s\u00fcredir, cinsiyete dayal\u0131 reklamc\u0131l\u0131k tekniklerini kullanarak; sigaray\u0131 geleneksel kad\u0131n rollerine isyan olarak konumland\u0131ran, \u00f6zg\u00fcrle\u015fmenin ve erkeklerle e\u015fitli\u011fin sembol\u00fc olarak tasvir eden reklam ve pazarlama taktikleri kullanm\u0131\u015ft\u0131r.<\/p>\n
Y\u0131llar boyunca, sigara reklamlar\u0131ndaki sigara i\u00e7en kad\u0131nlar, \u00f6zg\u00fcr, ba\u015far\u0131l\u0131, ince, zay\u0131f, sofistike, \u00e7ekici, e\u011flenceli, romantik kad\u0131n g\u00f6r\u00fcnt\u00fcleriyle sunulmu\u015f ve maalesef bu reklamlar, kad\u0131nlarda sigara i\u00e7me s\u0131kl\u0131\u011f\u0131n\u0131n artmas\u0131na do\u011frudan etki etmi\u015ftir.”<\/p>\n
Reklam imkanlar\u0131 giderek k\u0131s\u0131tlanan t\u00fct\u00fcn end\u00fcstrisinin son y\u0131llarda dijital kanallar ve sanal ortamlara y\u00f6neldi\u011fini aktaran Alt\u0131nok, \u015f\u00f6yle konu\u015ftu:<\/p>\n
“\u00d6rne\u011fin; dijital kanallardaki film ve dizilerde, \u00f6zellikle g\u00fc\u00e7l\u00fc kad\u0131n karakterlerin sigara ya da elektronik sigara kullananlardan olmas\u0131 tesad\u00fcf de\u011fil. Etkileyici sahnelerle sigara i\u00e7en farkl\u0131 kesimlerden kad\u0131n g\u00f6rselleri, bir zamanlar sigara reklamlar\u0131yla elde edilen etkiyi yaratabiliyor. G\u00f6rsel olarak maruz kald\u0131klar\u0131m\u0131z\u0131n, t\u00fct\u00fcn kullan\u0131m\u0131n\u0131 normalle\u015ftirmedeki rol\u00fc b\u00fcy\u00fck. Bu nedenle t\u00fct\u00fcn end\u00fcstrisinin sigara kullan\u0131m\u0131n\u0131 \u00f6zendirmeye y\u00f6nelik kad\u0131nlar\u0131 oda\u011f\u0131na alan bu tip \u00f6rt\u00fcl\u00fc reklamlar\u0131n\u0131n \u00f6n\u00fcne ge\u00e7ilmesi gerekiyor.<\/p>\n
T\u00fct\u00fcn end\u00fcstrisi sosyal medyada tan\u0131nm\u0131\u015f kad\u0131n simalar \u00fczerinden elektronik sigara kullan\u0131m\u0131n\u0131 \u00f6zendirmeye \u00e7al\u0131\u015f\u0131yor
Sosyal medyadaki i\u00e7erik \u00fcreticilerinin y\u00fczde 85’inin kad\u0131nlardan olu\u015fmas\u0131 ve \u00e7o\u011funluk ya\u015f grubunun 25-34 ya\u015f olmas\u0131, \u00f6zellikle gen\u00e7 kad\u0131nlar aras\u0131nda yeni i\u00e7icilerin olu\u015fmas\u0131na ve \u00e7o\u011falmas\u0131na neden olabilmektedir.”<\/p>\n
T\u00fcrk Toraks Derne\u011fi T\u00fct\u00fcn Kontrol\u00fc \u00c7al\u0131\u015fma Grubu Y\u00fcr\u00fctme Kurulu \u00dcyesi Do\u00e7. Dr. P\u0131nar Bostan, aromalar\u0131 ve renkli tasar\u0131mlar\u0131yla \u00e7ekici hale getirilmeye \u00e7al\u0131\u015f\u0131lan sigaralar ile elektronik sigaralar\u0131n yaratt\u0131\u011f\u0131 sa\u011fl\u0131k risklerine i\u015faret etti.<\/p>\n
Bostan, “Ara\u015ft\u0131rmalar, aromal\u0131 nikotin \u00fcr\u00fcnlerinin en yayg\u0131n kullan\u0131m\u0131n\u0131n, gen\u00e7ler ve kad\u0131nlar aras\u0131nda oldu\u011funu g\u00f6stermektedir. T\u00fct\u00fcn\u00fcn bilinen keskin aromas\u0131n\u0131 yumu\u015fatmak i\u00e7in end\u00fcstrinin ke\u015ffetti\u011fi mentol ve tatland\u0131r\u0131c\u0131lar, daha kolay bir i\u00e7im sa\u011flamakta ve risk alma davran\u0131\u015flar\u0131na yatk\u0131n gen\u00e7 kad\u0131nlar\u0131 kolayl\u0131kla sigara i\u00e7me davran\u0131\u015f\u0131na \u00e7ekebilmektedir.” diye konu\u015ftu.<\/p>\n
T\u00fcm bu reklam ve pazarlama stratejilerinin kad\u0131nlarda sigara kullan\u0131m\u0131n\u0131 art\u0131rd\u0131\u011f\u0131n\u0131 belirten Bostan, “Kad\u0131n sa\u011fl\u0131\u011f\u0131n\u0131 bozan en \u00f6nemli etkenlerden biri t\u00fct\u00fcn \u00fcr\u00fcnleri kullan\u0131m\u0131. Bu nedenle T\u00fcrk Toraks Derne\u011fi olarak kad\u0131nlar\u0131n t\u00fct\u00fcn end\u00fcstrisinin sald\u0131rgan pazarlama taktiklerinden korunmas\u0131 i\u00e7in kamu otoritelerinden, etkin ve acil \u00f6nlem talep ediyoruz.” dedi.<\/p>\n