Mythical Discourses as an Incentive for Action in Advertisements: A Semiotic
Yazarlar (2)
Doç. Dr. Mahir YERLİKAYA
Tokat Gaziosmanpaşa Üniversitesi, Türkiye
| Makale Türü | Özgün Makale |
| Makale Alt Türü | Uluslararası alan indekslerindeki dergilerde yayınlanan tam makale |
| Dergi Adı | Contemporary Issues of Communication |
| Dergi ISSN | 2980-1524 |
| Dergi Tarandığı Indeksler | erihplus |
| Makale Dili | İngilizce |
| Basım Tarihi | 09-2024 |
| Cilt No | 3 |
| Sayı | 2 |
| Sayfalar | 98 / 111 |
| DOI Numarası | 10.62425/conicom.1527673 |
| Makale Linki | https://dergipark.org.tr/en/pub/conicom/issue/87246/1527673 |
| Özet |
| Advertising, which has been conveyed by different means of communication from the past to the present, is an important sales and marketing method. To influence people and their purchasing decisions, advertisements employ various methods, including semiotics. The basic field of semiotics is to examine, analyze, and interpret images, behaviors, and signs within the context of the relationship between the signifier and the signified. Advertisements communicate with consumers using the verbal and visual codes they contain. Mythical expressions are frequently encountered in the verbal and visual codes used in some advertisements. This study analyzes the advertisement of the Kerevitaş company with the theme 'Today Days Teremyağ' using the semiotic method, interpreting the findings. It is determined that the Teremyağ advertisement uses mythical discourses as an element of thought transfer and action that directs certain behaviors in its content, visuals, and discourse language. The Teremyağ advertisement appeals to people through the myths of success, effort, overcoming difficulties, and ultimately reaching a reward, similar to storytelling in epics, legends, and religious stories. |
| Anahtar Kelimeler |
BM Sürdürülebilir Kalkınma Amaçları
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