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İkidilli Reklamlar ve Sunulan Kimlikler

Journal Name:

  • Hacettepe Üniversitesi Edebiyat Fakültesi Dergisi

Publication Year:

  • 2004

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Today, bilingualism is used by Turkish advertising sector in order to create their own target consumer group. Within the framework of this study, 1) language use and, 2) presented identities are analysed on the basis of the data collected from bilingual advertisements broadcast in mass media. The analysis is two-fold;the first one covers linguistic analysis carried out in the context of phonological, morphological and syntactic levels. The second one includes the presentation of exposed identities which can be connotated with international orientation, future orientation, success orientation, sophistication, and amusement orientation. As a result of the analysis, it can be said that both the characteristics of the target group and the information about the product and the producer are given by using both Turkish and one of the European languages, especially English. While the target group is attributed the above mentioned characteristics, they are assumed to comprehend one or more European languages.
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Abstract (Original Language): 
Günümüzde Türk reklam sektörü, ikidilliliği, tüketici kitlesini oluşturmak amacıyla kullanmaktadır. Bu çalışma bağlamında, yazılı, görsel ve işitsel basında yayınlanan ikidilli reklamlardan oluşturulan bütünce içerisinde, (1) kullanılan dil ile, (2) sunulan kimlik türleri incelenmiştir. İnceleme iki boyutu kapsamaktadır. Birinci aşamada dilbilimsel inceleme, sesletim, biçimbilgisel ve sözdizimsel düzlemde, ikinci aşamada yer alan kimlik sunumuna ilişkin inceleme ise uluslararası kimliğe sahip olma, gelecek yönelimli olma, başarı odaklı olma, sofistike olma ve eğlence odaklı olma başlıkları altında yapılmıştır. Bu inceleme sonucunda, ikidilli reklamlarda hem hedef kitlenin hem de ürün ile üretici firmanın özelliklerine ilişkin olarak bilgilerin batı dillerinden biri (ağırlıklı olarak İngilizce) ve Türkçe kullanılarak verildiği, böylelikle hedef kitlenin yukarıda sıralanan başlıklara yönelik özelliklerine sahip olmalarının yanı sıra bu dil(ler)i bildikleri varsayıldığı sonucuna varılmıştır.
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  • 2
101-116
  • Turkish

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