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Gelenekselden Dijitale Reklam Sloganlarında Söz Sanatları: Kırmızı Ödülleri

Year 2022, Volume: 3 Issue: 1, 69 - 95, 30.06.2022
https://doi.org/10.54733/smar.1114500

Abstract

Reklamların yapısını ve hedef kitle ile buluşma biçimini dönüşüme uğratan dijitalleşmenin etkisiyle reklam dilinin önemli bir parçası olan sloganlarda ne tür değişimlerin meydana geldiği merak konusu olmaktadır. Bu araştırmada, geleneksel ve dijital reklam sloganlarındaki söz sanatları arasındaki farklılıkları ortaya koymak amaçlanmıştır. Bu doğrultuda, Türkiye’de Kırmızı Ödülleri’nde 2004-2018 yılları arasında basın, bölge ve dijital kategorilerinde ödül almış 1510 reklamın sloganı amaçlı örneklem yoluyla seçilmiştir. Araştırma kapsamına alınan reklamların sloganları mecaz, anlam ve söz açısından sınıflandırılan söz sanatları çerçevesinde MAXQDA 2020 nitel veri analizi programında içerik analizine tabi tutulmuştur. Analiz sonucunda tüm kategorilerdeki reklamların sloganlarında en çok başvurulan mecazla ilgili söz sanatının kinaye, anlamla ilgili söz sanatının mübalağa ve sözle ilgili söz sanatının ise seci olduğu bulgulanmıştır. Araştırmada ödül kategorileri açısından kıyaslama yapıldığında, dijitalde sözle ilgili söz sanatları arasında yer alan kelime tekrarına rastlanmazken, basın ve bölgede kelime tekrarının düşük oranda bile olsa yapıldığı; mecazla ilgili söz sanatlarından istiarenin dijitalde daha çok tercih edildiği ve anlamla ilgili söz sanatlarından istifhama basın ve bölgedeki reklam sloganlarında dijitale kıyasla daha az başvurulduğu tespit edilmiştir. Sektör açısından kıyaslandığında söz sanatları kullanımının basın, bölge ve dijital açısından farklılık gösterdiği saptanmıştır.

References

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  • Arakelyan, R., & Chobanyan, N. (2017). The Language of Online Advertisements. Yerevan State University, 100-107.
  • Aslan, E. Ş., & Demirel, Ç. (2021). The Slogan Effect: The Power of Brand Discourse in Liking and Purchasing Behaviour. Media Literacy and Academic Research, 4(1), 70-88.
  • Ateşoğlu, İ. (2003). Marka İnşasında Slogan. Süleyman Demirel Üniversitesi İktisadi ve idari Bilimler Fakültesi, 8(1), 259-264.
  • Batı, U. (2006). Reklam Dilinin Biçimbilimsel Nitelikleri Üzerine Bir İçerik Analizi. Galatasaray Üniversitesi İletişim Dergisi, 4, 149-166.
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  • Borelli, M. G. (2013). How are On-Line Digital Libraries Changing Theatral Studies and Memories. P. Nesi, & R. Santucci (Dü.), Information Technologies for Performing Arts, Media Access, and Entertainment. ECLAP 2013. Lecture Notes in Computer Science. içinde 7990, s. 151-163. Berlin: Springer. doi:https://doi.org/10.1007/978-3-642-40050-6_14
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  • Ghanem, S., & Selber, K. (2009). An Analysis of Slogans Used to 'Sell the News'. Newspaper Research Journal, 30(2), 16-29.
  • Haggarty, L. (1996). What is ... content analysis? Medical Teacher, 18(2), 99-101. doi:https://doi.org/10.3109/01421599609034141
  • Heryono, H. (2021). Slogan Language Styles on Fast Food Advertising. Turkish Journal of Computer and Mathematics Education, 12(8), 1298-1303.
  • Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA, USA: Addison-Wesley.
  • Janoschka, A. (2004). Web Advertising: New Forms of Communication on the Internet. John Benjamins Publishing Company. doi:https://doi.org/10.1075/pbns.131
  • Johannessen, K. S., Meldere, I., McGuinness Torvik, J., Vesterhaus Aas, T., Krasnovs, A., Balteiro, B., . . . Kraze, S. (2010). The Language of Advertising: Powerful, Innovative and Environmental? New Perspectives on Sustainability, 2, 6-27.
  • Koc, E., & Ilgun, A. (2010). An investigation into the discourse of political marketing communications in Turkey: The use of rhetorical figures in political party slogans. Journal of Political Marketing, 9, 207-224.
  • Kohli, C., Leuthesser, L., & Suri, R. (2007). Got Slogan? Guidelines for Creating Effective Slogans. Business Horizons, 50, 415-422. doi:10.1016/j.bushor.2007.05.002
  • Laran, J., Dalton, A. N., & Andrade, E. B. (2011). The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects . Journal of Consumer Research, 37(6), 999-1014. doi:https://doi.org/10.1086/656577
  • Liu, C., & Liu, J. (2017). The Role of Metonymy in Advertisements. Advances in Social Science, Education and Humanities Research, 96, 1111-1114.
  • Lopez, V., & Whitehead, D. (2013). Sampling data and data collection in qualitative research. Z. Schneider, D. Whitehead, G. LoBiondo-Wood, & J. Haber (Dü) içinde, Nursing & Midwifery Research: Methods and Appraisal for Evidence-Based Practice (4 b., s. 123-140). Marrickville, Sydney: Elsevier.
  • Macaria, I. (2016). How to choose an advertising slogan nowadays? I. Boldea (Dü.), Globalization and National Identity. Studies on the Strategies of Intercultural Dialogue. içinde 3, s. 1027-1037. Tîrgu-Mureș, Mureș: Arhipelag XXI Press.
  • Malinka, O. (2018). Using Advertising Texts in Foreign Language Teaching. Молодь і ринок(157), 64-67. doi:https://doi.org/10.24919/2308¬4634.2018.126828
  • Markevich, D. (2015). Advertising slogan. Is it necessary? ECON - 2015: World Economy and International Business : Abstracts of Interuniversity Student Scientific Conference (s. 9-10). Minsk: Ministry of Education of Belarus, Belarus State Economic University.
  • McCarthy, E. J., & Perreault, W. D. (1984). Basic Marketing: A Managerial Approach (8 b.). Illionis: Richard D. Irwin Inc.
  • McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in Advertising Language. Journal of Consumer Research, 22(4), 424-438.
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  • Mermer, A., Alıcı, L., Eflatun, M., Bayram, Y., & Koç Keskin, N. (2006). Eski Türk Edebiyatına Giriş. Ankara: Akçağ Yayınları.
  • Minár, P. (2016). Abundance vs. Deficit in Contemporary Advertising. European Journal of Science and Theology, 12(5), 237-248.
  • Mukarromah, N. (2016). Persuasive Strategies used in Slogan of iPhone Advertisements. Malang: Maulana Maliki Ibrahim State Islamic University.
  • Nelson, M. R., & Hitchon, J. C. (1995). Theory of Synesthesia Applied to Persuasion in Print Advertising Headlines. Journalism and Mass Communication Quarterly, 72(2), 346-360.
  • Padrakali, A., & Chitra Chellam, K. (2017). Advertising Slogan - It's Emphasis and Significance in Marketing. International Research Journal of Management and Commerce, 4(11), 37-46.
  • Pho-Klang, K. (2020). Figurative Language in Social Media Captions for Clothing Advertisements. Rangsit Journal of Social Sciences and Humanities (RJSH), 7(2), 33-40.
  • Pryor, K., & Brodie, R. J. (1998). How advertising slogans can prime evaluations of brand extensions: further empirical results. Journal of Product & Brand Management, 7(6), 497-508.
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  • Reece, B. B., van den Bergh, B. G., & Li, H. (1994). What makes a slogan memorable and who remembers it. Journal of Current Issues & Research in Advertising, 16(2), 41-57. doi:10.1080/10641734.1994.10505018.
  • Rohmadi, M., Ulya, C., Wulansari, K., Putri, U. R., & Sudaryanto, M. (2021). Comparative Study of Persuasive Directive Speech on Printed and Digital Media Advertising. S. Suraya, D. Asih, R. Briandana, M. Rohmadi, & K. Saddhono (Dü.), Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences. içinde Jakarta, Indonesia: EAI. doi:http://dx.doi.org/10.4108/eai.28-9-2020.2307532
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  • Sethi, A., & Sharma, M. (2021). Impact of Advertising Slogan on Customer Buying Intention with Reference to Soft drinks in Ludhiana. International Journal of Research Publication and Reviews, 2(8), 1262-1270.
  • Silveira, P. D., & Bogas, P. (2019). The Influence of Brand Effect on Slogan's Memorability. European Research Studies Journal, 22(4), 88-100.
  • Silveira, P. D., Galvão, S., & Bogas, P. (2018). The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study. International Journal of Economics and Business Administration, 6(1), 3-13.
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Figures of Speech in Advertising Slogans From Traditional to Digital: Kırmızı Awards

Year 2022, Volume: 3 Issue: 1, 69 - 95, 30.06.2022
https://doi.org/10.54733/smar.1114500

Abstract

It is an object of interest what kinds of changes happen in the advertising slogans in the digitalization process which has transformed the structure and reach of advertising. This study aims to reveal the differences between the use of figures of speech in traditional and digital advertising slogans. In this regard, the slogans of 1510 award-winning advertisements in the categories of press, region and digital of Kırmızı Awards in Turkey in between 2004 and 2018 were selected through purposive sampling method. The slogans of the advertisements were content-analyzed via MAXQDA 2020 data analysis program in terms of the figures of speech classification: trope-related, meaning-related, and scheme-related figures of speech. As a result, it was found out that while pun was the most used trope-related figure of speech, the most preferred meaning-related one was hyperbole, and the most frequent scheme-related one was homeoptoton. Furthermore, when compared in terms of the award categories, the findings indicated that while the slogans in the digital category lacked the use of anaphora, those in the press and region categories included anaphora though at a low rate; metaphor was the most used scheme-related figure of speech in the advertisements of the digital category, and that the advertising slogans in the press and region categories employed rhetorical question less than those in the digital category. In addition, some significant differences appeared in the use of figures of speech by press, region and digital categories in terms of sectors.

References

  • Ademilokun, M., & Taiwo, R. (2013). Discursive strategies in newspaper campaign advertisements for Nigeria’s 2011 elections. Discourse & Communication, 7(4), 435-455. doi:https://doi.org/10.1177/1750481313494501
  • Ambarwati, S., & Annaningtyas, C. (2020). The Functions of Advertisement Slogan in the Billboard. Journal of Applied, Social, and Education Studies, 1(1), 37-42.
  • Andersen, M. B. (2020). The effect of linguistic complexity on the effectiveness of a foreign language slogan in advertising. The Netherlands: Radboud Universiteit.
  • Arakelyan, R., & Chobanyan, N. (2017). The Language of Online Advertisements. Yerevan State University, 100-107.
  • Aslan, E. Ş., & Demirel, Ç. (2021). The Slogan Effect: The Power of Brand Discourse in Liking and Purchasing Behaviour. Media Literacy and Academic Research, 4(1), 70-88.
  • Ateşoğlu, İ. (2003). Marka İnşasında Slogan. Süleyman Demirel Üniversitesi İktisadi ve idari Bilimler Fakültesi, 8(1), 259-264.
  • Batı, U. (2006). Reklam Dilinin Biçimbilimsel Nitelikleri Üzerine Bir İçerik Analizi. Galatasaray Üniversitesi İletişim Dergisi, 4, 149-166.
  • Batı, U. (2013). Reklamın Dili: Dilbilim - Strateji - Mesaj - Retorik - Göstergebilim (3 b.). İstanbul: Alfa Yayınları.
  • Bochari, S. (2011). Meanings of Figures of Speech Used in Tourism Advertising Slogan Texts in the Internet. Yogyakarta: Sanata Dharma University.
  • Borelli, M. G. (2013). How are On-Line Digital Libraries Changing Theatral Studies and Memories. P. Nesi, & R. Santucci (Dü.), Information Technologies for Performing Arts, Media Access, and Entertainment. ECLAP 2013. Lecture Notes in Computer Science. içinde 7990, s. 151-163. Berlin: Springer. doi:https://doi.org/10.1007/978-3-642-40050-6_14
  • Brennan, R. L., & Prediger, D. J. (1981). Coefficient kappa: Some uses, misuses, and alternatives. Educational and Psychological Measurement, 41, 687-699.
  • Briggs, E., & Janakiraman, N. (2017). Slogan recall effects on marketplace behaviors: The roles of external search and brand assessment. Journal of Business Research, 80, 98-105.
  • Burri, M. (2015). Public Service Broadcasting 3.0: Legal Design for the Digital Present. Routledge. doi:https://doi.org/10.4324/9781315767888
  • Büyükaslan, A. (2018). İletişim Yazıları: Dil-Kültür-İletişim. İstanbul: Çizgi Yayınevi.
  • Christopher, A. A. (2013). Rhetorical Strategies in Advertising: The Rise and Fall Pattern. Journal of Interdisciplinary Studies, 2(8), 773-781.
  • Çınar, B., & Karahan, L. (2009). Reklam Dilinde Kullanılan Edebî Sanatlar. Turkish Studies, 4(8), 891-916. doi:http://dx.doi.org/10.7827/TurkishStudies.983
  • Dahlen, M., & Rosengren, S. (2005). Brands affect slogans affect brands? Competitive interference, brand equity and the brand-slogan link. Brand Management, 12(3), 151-164.
  • Dass, M., Kohli, C., Kumar, P., & Thomas, S. (2014). A study of the antecedents of slogan liking. Journal of Business Research, 67(12), 2504-2511. doi:https://doi.org/10.1016/j.jbusres.2014.05.004
  • de la Hoz Molina, M. (2021). Advertising Discourse as a new technique in the foreign language teaching: An innovative way for learning English. Universidad de Jaen.
  • Denieffe, S. (2020). Commentary: Purposive sampling: complex or simple? Research case examples. Journal of Research in Nursing, 25(8), 662-663. doi:https://doi.org/10.1177/1744987120928156
  • Denton, R. E. (1980). The Rhetorical Functions of Slogans: Classifications and Characteristics. Communication Quarterly, 28(2), 10-18. doi:https://doi.org/10.1080/01463378009369362
  • d'Onofrio, P. (1981). The language of the ADVERTISING SLOGAN. Communicatio: South African Journal for Communication Theory and Research, 7(2), 10-25. doi:http://dx.doi.org/10.1080/02500168108537620
  • Dowling, G. R., & Kabanoff, B. (1996). Computer-aided content analysis: What do 240 advertising slogans have in common? Marketing Letters, 7, 63-75. doi:https://doi.org/10.1007/BF00557312
  • Garan, E. P. (2018). The advertising slogan as a special marker of advertisement language. Актуальные вопросы современной филологии и журналистики, 2(29), 134-136.
  • Ghanem, S., & Selber, K. (2009). An Analysis of Slogans Used to 'Sell the News'. Newspaper Research Journal, 30(2), 16-29.
  • Haggarty, L. (1996). What is ... content analysis? Medical Teacher, 18(2), 99-101. doi:https://doi.org/10.3109/01421599609034141
  • Heryono, H. (2021). Slogan Language Styles on Fast Food Advertising. Turkish Journal of Computer and Mathematics Education, 12(8), 1298-1303.
  • Holsti, O. R. (1969). Content Analysis for the Social Sciences and Humanities. Reading, MA, USA: Addison-Wesley.
  • Janoschka, A. (2004). Web Advertising: New Forms of Communication on the Internet. John Benjamins Publishing Company. doi:https://doi.org/10.1075/pbns.131
  • Johannessen, K. S., Meldere, I., McGuinness Torvik, J., Vesterhaus Aas, T., Krasnovs, A., Balteiro, B., . . . Kraze, S. (2010). The Language of Advertising: Powerful, Innovative and Environmental? New Perspectives on Sustainability, 2, 6-27.
  • Koc, E., & Ilgun, A. (2010). An investigation into the discourse of political marketing communications in Turkey: The use of rhetorical figures in political party slogans. Journal of Political Marketing, 9, 207-224.
  • Kohli, C., Leuthesser, L., & Suri, R. (2007). Got Slogan? Guidelines for Creating Effective Slogans. Business Horizons, 50, 415-422. doi:10.1016/j.bushor.2007.05.002
  • Laran, J., Dalton, A. N., & Andrade, E. B. (2011). The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects . Journal of Consumer Research, 37(6), 999-1014. doi:https://doi.org/10.1086/656577
  • Liu, C., & Liu, J. (2017). The Role of Metonymy in Advertisements. Advances in Social Science, Education and Humanities Research, 96, 1111-1114.
  • Lopez, V., & Whitehead, D. (2013). Sampling data and data collection in qualitative research. Z. Schneider, D. Whitehead, G. LoBiondo-Wood, & J. Haber (Dü) içinde, Nursing & Midwifery Research: Methods and Appraisal for Evidence-Based Practice (4 b., s. 123-140). Marrickville, Sydney: Elsevier.
  • Macaria, I. (2016). How to choose an advertising slogan nowadays? I. Boldea (Dü.), Globalization and National Identity. Studies on the Strategies of Intercultural Dialogue. içinde 3, s. 1027-1037. Tîrgu-Mureș, Mureș: Arhipelag XXI Press.
  • Malinka, O. (2018). Using Advertising Texts in Foreign Language Teaching. Молодь і ринок(157), 64-67. doi:https://doi.org/10.24919/2308¬4634.2018.126828
  • Markevich, D. (2015). Advertising slogan. Is it necessary? ECON - 2015: World Economy and International Business : Abstracts of Interuniversity Student Scientific Conference (s. 9-10). Minsk: Ministry of Education of Belarus, Belarus State Economic University.
  • McCarthy, E. J., & Perreault, W. D. (1984). Basic Marketing: A Managerial Approach (8 b.). Illionis: Richard D. Irwin Inc.
  • McQuarrie, E. F., & Mick, D. G. (1996). Figures of Rhetoric in Advertising Language. Journal of Consumer Research, 22(4), 424-438.
  • Mengü, M. M. (2006). Reklam Sloganları ve Tüketici Zihni. İstanbul Üniversitesi İletişim Fakültesi Dergisi, 25, 109-121.
  • Mermer, A., Alıcı, L., Eflatun, M., Bayram, Y., & Koç Keskin, N. (2006). Eski Türk Edebiyatına Giriş. Ankara: Akçağ Yayınları.
  • Minár, P. (2016). Abundance vs. Deficit in Contemporary Advertising. European Journal of Science and Theology, 12(5), 237-248.
  • Mukarromah, N. (2016). Persuasive Strategies used in Slogan of iPhone Advertisements. Malang: Maulana Maliki Ibrahim State Islamic University.
  • Nelson, M. R., & Hitchon, J. C. (1995). Theory of Synesthesia Applied to Persuasion in Print Advertising Headlines. Journalism and Mass Communication Quarterly, 72(2), 346-360.
  • Padrakali, A., & Chitra Chellam, K. (2017). Advertising Slogan - It's Emphasis and Significance in Marketing. International Research Journal of Management and Commerce, 4(11), 37-46.
  • Pho-Klang, K. (2020). Figurative Language in Social Media Captions for Clothing Advertisements. Rangsit Journal of Social Sciences and Humanities (RJSH), 7(2), 33-40.
  • Pryor, K., & Brodie, R. J. (1998). How advertising slogans can prime evaluations of brand extensions: further empirical results. Journal of Product & Brand Management, 7(6), 497-508.
  • Reboul, O. (1977). Le slogan. Revue de Métaphysique et de Morale, 82(4), 569-569.
  • Reece, B. B., van den Bergh, B. G., & Li, H. (1994). What makes a slogan memorable and who remembers it. Journal of Current Issues & Research in Advertising, 16(2), 41-57. doi:10.1080/10641734.1994.10505018.
  • Rohmadi, M., Ulya, C., Wulansari, K., Putri, U. R., & Sudaryanto, M. (2021). Comparative Study of Persuasive Directive Speech on Printed and Digital Media Advertising. S. Suraya, D. Asih, R. Briandana, M. Rohmadi, & K. Saddhono (Dü.), Proceedings of the 1st MICOSS Mercu Buana International Conference on Social Sciences. içinde Jakarta, Indonesia: EAI. doi:http://dx.doi.org/10.4108/eai.28-9-2020.2307532
  • Saraç, M. Y. (2019). Eski Türk Edebiyatına Giriş: Söz Sanatları. Eskişehir: Anadolu Üniversitesi.
  • Sethi, A., & Sharma, M. (2021). Impact of Advertising Slogan on Customer Buying Intention with Reference to Soft drinks in Ludhiana. International Journal of Research Publication and Reviews, 2(8), 1262-1270.
  • Silveira, P. D., & Bogas, P. (2019). The Influence of Brand Effect on Slogan's Memorability. European Research Studies Journal, 22(4), 88-100.
  • Silveira, P. D., Galvão, S., & Bogas, P. (2018). The Influence of Customer Retention Time on Slogan Recall and Recognition: An Empirical Study. International Journal of Economics and Business Administration, 6(1), 3-13.
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There are 63 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies, Regional Studies
Journal Section Research Articles
Authors

Hediye Aydoğan 0000-0001-9696-8742

Publication Date June 30, 2022
Submission Date May 9, 2022
Published in Issue Year 2022 Volume: 3 Issue: 1

Cite

APA Aydoğan, H. (2022). Gelenekselden Dijitale Reklam Sloganlarında Söz Sanatları: Kırmızı Ödülleri. Sosyal Mucit Academic Review, 3(1), 69-95. https://doi.org/10.54733/smar.1114500