Studien zur deutschen Sprache und Literatur

SUBMITINFORMATION
EnglishTürkçe

Research Article


DOI :10.26650/sdsl2020-0007   IUP :10.26650/sdsl2020-0007    Full Text (PDF)

Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials

İrem Atasoy

Today, with the advance of technology, our communication types have gained a multimodal characteristic. Therefore, nowadays texts are no longer seen as monomodal structures, which only include verbal information, but as multimodal structures, that combine different semiotic codes such as language (written and/or spoken), image (still and/or moving), music (jingle and/or song and/or instrumental) and sound (natural and/or artificial). These structures are called multimodal texts in linguistics and semiotics. Multimodal texts have a great potential for meaning making. In linguistics and semiotics, TV-Commercials are defined as multimodal texts, which use verbal, visual and auditory resources to convince a specific target group of buying a specific product or service. TV-Commercials are considered as one of the most analyzed multimodal text types in these two fields. The aim of this study is to analyze German and Turkish TV-Commercials with a multimodal oriented approach. This paper also presents the similarities and differences between the multimodal structures of the analyzed TVCommercials, respectively, multimodal texts, in two different languages. The corpus is comprised of TV-Commercials of chocolate and/or chocolate containing products which are produced by the German brand Ritter Sport and the Turkish brand Eti between 2010-2016. The analysis criteria have been defined moving towards a multimodal oriented method, that is based on text linguistics and text semiotics. The analysis focuses on the following modalities which are used in the selected corpus such as language, image, music and sound, as well as their submodalities and the intermodal relations between them. 

Keywords: Text linguistics, text semiotics, mutlimodality, multimodal text, TV-Commercials
DOI :10.26650/sdsl2020-0007   IUP :10.26650/sdsl2020-0007    Full Text (PDF)

Almanca ve Türkçe Televizyon Reklamlarında Çok Katmanlılık: Ritter Sport ve Eti Reklamları Üzerine Karşılaştırmalı Bir İnceleme

İrem Atasoy

Günümüzde gelişmekte olan teknolojinin de etkisiyle birlikte bildirişim biçimlerimizin çok katmanlı bir düzlemde gerçekleşmeye başlaması sonucunda ürettiğimiz ve karşılaştığımız metinler, tek katmanlı salt dilsel yapılar yerine, farklı gösterge sistemlerinden dil (yazılı ve/veya sözlü), görüntü (hareketli ve/veya hareketsiz), müzik (reklam melodisi ve/veya şarkı ve/veya enstrümental), ses (doğal ve/veya yapay) katmanlarını içeren ve anlam üretiminde bu katmanların tamamının farklı işlevler üstlenerek birbirini tamamladığı çok katmanlı yapılara dönüşmüştür. Bu yapılar dilbilim ve göstergebilimde çok katmanlı metinler olarak adlandırılmaktadır. Çok katmanlı metinler arasında bu iki bilimsel disiplinin en fazla incelediği türlerden biri televizyon reklamlardır. Televizyon reklamları hem dilbilim hem de göstergebilim alanında uygun dilsel, görsel ve işitsel göstergeleri kullanarak belli bir hedef kitleyi belirli bir ürün ya da hizmeti satın alması yönünde harekete geçirmeyi amaçlayan çok katmanlı metinler olarak tanımlanır. Bu çalışmanın amacı Almanca ve Türkçe televizyon reklamlarını çok katmanlı metin yaklaşımıyla karşılaştırmalı olarak inceleyerek bu iki farklı dildeki reklamların çok katmanlı yapıları arasındaki benzerliklerle farklılıkları ortaya çıkarmaktır. Bütünce olarak 2010-2016 yılları arasında yayınlanan Almanca ve Türkçe çikolata ve/veya çikolata içeren ürünlerin reklamları seçilmiştir. Seçilen reklamlar Alman Ritter Sport ve Türk Eti markalarına aittir. Çalışmada kullanılan ölçütler metindilbilim ve metin göstergebilim temelli çok katmanlı metin anlayışından yola çıkılarak belirlenmiştir. Yapılan çözümlemede bütüncedeki reklamlarda kullanılan dil, görüntü, müzik ve ses katmanları, alt katmanlarıyla birlikte ele alınarak bu katmanların arasındaki bağlantılar üzerinde durulmuştur. 

Keywords: Metindilbilim, metin göstergebilim, çok katmanlılık, çok katmanlı metin, televizyon reklamları

EXTENDED ABSTRACT


Today, with the advance of technology, our communication types have gained a multimodal characteristic. Therefore, nowadays texts are no longer seen as monomodal structures, which only include verbal messages, but as multimodal structures, that combine different semiotic codes such as language (written and/or spoken), image (still and/or moving), music (jingle and/or song and/or instrumental) and sound (natural and/ or artificial). These structures are called multimodal texts in linguistics and semiotics. Multimodal texts have a great potential for meaning making. In linguistics and semiotics, TV-Commercials are defined as multimodal texts, which use verbal, visual and auditory resources to convince a specific target group of buying a specific product or service. For this reason, they are considered as one of the most analyzed multimodal text types in these two fields. The aim of this study is to analyze German and Turkish TV-Commercials with a multimodal oriented approach. This paper also presents the similarities and differences between the multimodal structures of the analyzed TV-Commercials, respectively, multimodal texts, in two different languages. The corpus is comprised of 20 TVCommercials of chocolate and/or chocolate containing products which are produced by the German brand Ritter Sport and the Turkish brand Eti between the years 2010 and 2016. For each language, ten different TV-Commercials of the mentioned brands are chosen randomly by considering the criteria that they contain the following modalities: language, image, music and sound. The analysis criteria have been defined moving towards a multimodal oriented theory, that is based on text linguistics and text semiotics. The analysis focuses on the following modalities which are used in the selected corpus such as language, image, music and sound, as well as their submodalities and the intermodal relations between them. All selected TV-Commercials which comprise the corpus of this study have been analyzed by using the mentioned criteria. Since a detailed analysis of each TV-Commercial is very comprehensive, only one data is chosen from each language to show an itemized examination. The results of the analysis have been separately presented for each language, and comparatively interpreted by pointing out the similarities and differences between the analyzed TV-Commercials in German and Turkish languages. The detailed analysis of the modalities and intermodal relations of the researched TV-commercials has indicated that there are many similarities in the following modalities and submodalities; language - word types, image - visual items, color, light, camera range, and camera angle. It has been found that both German and Turkish TV-Commercials use similar verbal and visual modalities. The use of the brand names and the substantives “Schokolade (DE) / çikolata (TR)” as keywords is remarkable in all the selected TVCommercials in both languages. This can be related with the brands’ values and advertised products. One of the most significant similarities between the analyzed TVCommercials is the connection between eating chocolate and being happy. To emphasize this relationship, similar visual and verbal modalities have been used synchronously, which are assisted by auditory modalities such as music and/or sound in the analyzed TV-Commercials. The analysis also detects that the intermodal connections between the modalities and submodalities in the selected TV-Commercials in the two languages are very coherent and compatible. This can be explained by the increasing impact of the globalization in advertising. The results of the study have also shown that there are some differences in the use of the modalities music, sound, and the usage rate of the modalities in the examined German and Turkish TV-Commercials. In the analyzed German TV-Commercials, the same brand jingle called Colors of Life is played, whereas a different instrumental song is played in each Turkish TV-Commercial as background music. Besides, the intensive use of chocolate bar breaking sounds to indicate the quality of the advertised product is very significant in the Turkish TV-Commercials. The differences between the analyzed TVCommercials in the German and Turkish languages can be associated with the brands’ values and types of the advertised products.According to the results of the multimodal analysis, there are more similarities than differences between the analyzed German and Turkish TV-Commercials. However, in terms of the use of the modalities, each language has an original characteristic. Based on the results of the multimodal oriented examination, this study demonstrates that due to the increasing globalization, TV-Commercials are becoming much more alike in their fundamental characteristics, even if they are created in different languages.


PDF View

References

  • Atasoy, İ. (2016). Multimodale Texte im Vergleich: Eine kontrastive interlinguale Analyse deutscher, englischer, italienischer und türkischer Fernsehwerbungen, Temeswarer Beiträge zur Germanistik Band: 13, 91-101. google scholar
  • Atasoy, İ. (2017). Dilbilimsel ve Göstergebilimsel Yaklaşımla Almanca, İtalyanca ve Türkçe Dergi Reklamlarında Çok Katmanlılık Analizi. International Journal of Language Academy Vol. 5/8, 316-330. google scholar
  • Atasoy, İ. (2019a). Almanca, İngilizce ve Türkçe Reklam Filmlerinin Dilbilimsel İncelemesi. (Doktora Tezi). İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul. google scholar
  • Atasoy, İ. (2019b). Multimodalität in Fernsehwerbungen: Kontrastive Fallanalyse deutscher, italienischer und spanischer TV-Spots am Beispiel der Marke Knorr, Temeswarer Beiträge zur Germanistik Band: 16, 305-327. google scholar
  • Bouvier, G & Machin, D. (2013). How advertisers use sound and music to communicate specific ideas, attitudes and identities? A multimodal, critical discourse approach. In Pennock-Speck, B & Del Sazrubio, M (Ed.), The Multimodal Analysis of Television Commercials, (pp. 61-91). Publidisa: Valencia. google scholar
  • Brandt, W. (1973). Die Sprache der Wirtschaftswerbung. Ein operationelles Modell zur Analyse und Interpretation von Werbungen in Deutschunterricht, Germanistische Linguistik, 1-2. google scholar
  • Brinker, K. (1997). Linguistische Textanalyse, Eine Einführung in Grundbegriffe und Methoden. Berlin: Eric Schmidt Verlag. google scholar
  • Buggisch, B. (2008). Nahrungsmittelwerbung und Kulturspezifik. Ein interkultureller Vergleich, In Held, G. & Bemdel, S. (Hrsg.), Werbung Grenzlos: Multimodale Werbetexte im interkulturellen Vergleich, (S. 95-124). Frankfurt am Main: Peter Lang Verlag. google scholar
  • Hennecke, A. (1999). 1999: Im Osten Nichts Neues? Eine pragmalinguistisch-semiotische Analyse ausgewählter Werbeanzeigen für Ostprodukte im Zeitraum 1993 bis 1998. Frankfurt am Main: Lang Verlag. google scholar
  • Hoffmann, E. (2014). Bierwerbung in Deutschland: Eine Analyse der Werbesprache. Hamburg: Igel RWS Verlag. google scholar
  • Janich, N. (2010). Werbesprache ein Arbeitsbuch. Tübingen: Narr Verlag. google scholar
  • Klug, M. & Stöckl, H. (2015). Sprache im multimodalen Kontext. In Felder, E. & Gardt, A. (Hrsg), Handbuch Sprache und Wissen, (S. 242-266). Berlin: De Gruyter. google scholar
  • Kress, G. (2010). Multimodality: A Social Semiotic Approach to Contemporary Communication. New York: Routhledge. google scholar
  • Kunt, A. (2007). Stellenwert der Familie in den türkischen und deustchen Werbetexten: Ein Beitrag zur Lexikologie, Semantik und Syntax. (Yüksek Lisans Tezi). Hacettepe Üniversitesi. google scholar
  • Opiłowski, R. (2015). Ein kontrastiver Blick auf die Multimodalität in der deutschen und polnischen Pressewerbung. Eine Fallstudie. Tekst i Dyskurs –Text und Diskurs, 91-101. google scholar
  • Şenöz-Ayata, C. & Atasoy, İ. (2018). Ein interkultureller Blick auf Multimodalität in ausgewählten deutschen, angloamerikanischen, italienischen und türkischen Kosmetikwerbeanzeigen, Alman Dili ve Edebiyatı Dergisi – Studien zur deutschen Sprache und Literatur, 41, 1-23. google scholar
  • Mahovský, M. (2007). Sprachliche Ausdrucksmittel der Werbung in der Lebensmittelindustrie. (Yüksek Lisans Tezi). Masaryk Üniversitesi. google scholar
  • Manca, C. (2012). Geschlechterwissen in der TV-Werbung Fallanalyse eines deutschen Nahrungsmittel- Werbespots am Beispiel der Marke Knorr. (Yüksek Lisans Tezi). Viyana Üniversitesi. google scholar
  • Polajnar, J. (2005). Adressierungsstrategien in Kinderwerbespots. Zur Ansprache von Kindern und Eltern im Fernsehen. Wiesbaden: Springer Verlag. google scholar
  • Romanenko, E. (2014). Linguistic Analysis of Online Advertising in English. (Doktora Tezi). Charles Üniversitesi. google scholar
  • Rossi, C. (2010). Argumentationsstrategien in den Werbespots von “Kinderschokolade”. (Yüksek Lisans Tezi). Ferrara Üniversitesi. google scholar
  • Sowinski, B. (1998). Werbung (Grundlagen der Medienkommunikation Band 4). Tübingen: Nimeyer. google scholar
  • Stöckl, H. (2004a). Werbekommunikation – Linguistische Analyse und Textoptimierung. In Knapp, K. et al. (Hg.), Angewandte Linguistik-Ein Lehrbuch, (S. 233-254). Tübingen: UTB Francke. google scholar
  • Stöckl, H. (2004b). In between modes. Language and Image in Printed Media, In Kaltenbacher, M. & Charles, C & Ventola, E. (Eds.), Perspectives on Multimodality, (pp. 9-30). Amsterdam/Philadelphia: John Benjamins Publishing Company. google scholar
  • Stöckl, H. (2006). Zeichen, Text und Sinn – Theorie und Praxis der multimodalen Textanalyse. In Eckkrammer, E. M. & Held, G. (Hrsg.), Textsemiotik. Studien zu multimodalen Medientexten (= Sprache im Kontext), (S. 11-36). Frankfurt am Main: Lang Verlag. google scholar
  • Stöckl, H. (2007). Hörfunkwerbung – Kino für das Ohr. Medienspezifika, Kodeverknüpfungen und Textmuster einer vernachlässigten Werbeform. In Roth, K. S. & Spitzmüller, J (Hrsg.) Textdesign und Textwirkung in der massenmedialen Kommunikation, (S. 177-202). Konstanz: UVK. google scholar
  • Stöckl, H. (2011). Multimodale Werbekommunikation - Theorie und Praxis. ZfAL Zeitschrift für Angewandte Linguistik, 5-32. google scholar
  • Stöckl, H. & Schneider, J. G. (2011). Medientheorien und Multimodalität – Zur Einführung. In Schneider, J.G. & Stöckl, H. (Hrsg.), Medientheorien und Multimodalität. Ein TV-Werbespot – Sieben methodische Beschreibungsansätze, (S. 10-38). Köln: Herbert von Halem. google scholar
  • Stöckl, H. (2012). Werbekommunikation semiotisch. In Janich, N. (Hg.), Handbuch Werbekommunikation. Sprachwissenschaftliche und interdisziplinäre Zugänge, (S. 243–262). Tübingen: UTB Francke. google scholar
  • Van Leeuwen, T. (2005). Introducing Social Semiotics. New York: Routledge. google scholar
  • Wildfeuer, J. (2012). Intersemiosis in Film: Towards a New Organisation of Semiotic Resources in Multimodal Filmic Text. In Sigrid, N. (Ed), Multimodal Communication 1 (3), (pp. 276-304). Auckland: De Gruyter. google scholar
  • Wyss, E. (2011). Erzählen in bewegten Werbebildern. Narrative Muster und Logiken des Werbens zwischen Story und Produkt. In Diekmannshenke, H. & Klemm, M. & Stöckl, H. (Hrsg.), Bildlinugistik, (S. 277-302). Berlin: Erich Schmidt Verlag. google scholar
  • Yılmaz, E. (2004). Medyatik Dil Alanları: Reklamcılık Dili Üzerine Metin Dil Bilimsel Bir İnceleme. Türk Dili, Sayı: 600. google scholar
  • Bütünce Almanca Televizyon Reklamları google scholar
  • Ritter Sport Wintersorten, 2010: https://www.youtube.com/watch?v=E6luNyJ4IsA. google scholar
  • Ritter Sport Espresso, 2010: https://www.youtube.com/watch?v=KROWDziljsU. google scholar
  • Ritter Sport Weiss und Crisp, 2011: https://www.youtube.com/watch?v=j-TJKr4AJ7I. google scholar
  • Ritter Sport Vanille Mousse, 2012: https://vimeo.com/86180965. google scholar
  • Ritter Sport Knackige Schokolade, 2012: https://www.youtube.com/watch?v=_Z3tSojv8_o. google scholar
  • Ritter Sport Schokowürfel, 2013: https://www.youtube.com/watch?v=xNz86Dczbyo. google scholar
  • Ritter Sport Weihnachtsfreude, 2014: https://www.youtube.com/watch?v=ICrKS0hPtwc. google scholar
  • Ritter Sport Sommersorten, 2014: https://www.youtube.com/watch?v=3G-6d-Malag. google scholar
  • Ritter Sport Sorte des Jahres, 2015: Honig-Salz-Mandel https://www.youtube.com/watch?v=LqOLi9Bo300. google scholar
  • Ritter Sport Wintersorten, 2015: https://www.youtube.com/watch?v=OZHf3OUIWiI. google scholar
  • Türkçe Televizyon Reklamları google scholar
  • Selçuk Yöntem Eti Karam Bitter, 2011: https://www.youtube.com/watch?v=eK_GaXpLnYo. google scholar
  • Acılığı Azaltılmış Eti Karam Bitter, 2011: https://www.youtube.com/watch?v=FxXrhYBX2pA. google scholar
  • Zerrin Tekindor Eti Karam Bitter, 2012: https://www.youtube.com/watch?v=kWwWWueFD-g. google scholar
  • Timuçin Esen Eti Browni Intense, 2012: https://www.youtube.com/watch?v=s1HFMxweF98. google scholar
  • Mete Horozoğlu Eti Browni Intense, 2014: https://www.youtube.com/watch?v=ubsu0t6YGhE. google scholar
  • Eti Browni Intense Serin Lezzet, 2014: https://www.youtube.com/watch?v=pkWSSHM2Mxg. google scholar
  • Burçin Terzioğlu Eti Browni Intense, 2015: https://www.youtube.com/watch?v=bp4RiQlv2UQ. google scholar
  • Selçuk Yöntem Eti Karam Bitter, 2015: https://www.youtube.com/watch?v=fKCO-SDCpJs. google scholar
  • Eti Keyfince, 2016: https://www.youtube.com/watch?v=_zt9emLSn_g. google scholar
  • Tülin Özen Eti Browni Intense, 2016: https://www.youtube.com/watch?v=nTzPT6fVJo8. google scholar

Citations

Copy and paste a formatted citation or use one of the options to export in your chosen format


EXPORT



APA

Atasoy, İ. (2020). Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials. Studien zur deutschen Sprache und Literatur, 0(43), 69-100. https://doi.org/10.26650/sdsl2020-0007


AMA

Atasoy İ. Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials. Studien zur deutschen Sprache und Literatur. 2020;0(43):69-100. https://doi.org/10.26650/sdsl2020-0007


ABNT

Atasoy, İ. Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials. Studien zur deutschen Sprache und Literatur, [Publisher Location], v. 0, n. 43, p. 69-100, 2020.


Chicago: Author-Date Style

Atasoy, İrem,. 2020. “Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials.” Studien zur deutschen Sprache und Literatur 0, no. 43: 69-100. https://doi.org/10.26650/sdsl2020-0007


Chicago: Humanities Style

Atasoy, İrem,. “Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials.” Studien zur deutschen Sprache und Literatur 0, no. 43 (Nov. 2024): 69-100. https://doi.org/10.26650/sdsl2020-0007


Harvard: Australian Style

Atasoy, İ 2020, 'Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials', Studien zur deutschen Sprache und Literatur, vol. 0, no. 43, pp. 69-100, viewed 6 Nov. 2024, https://doi.org/10.26650/sdsl2020-0007


Harvard: Author-Date Style

Atasoy, İ. (2020) ‘Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials’, Studien zur deutschen Sprache und Literatur, 0(43), pp. 69-100. https://doi.org/10.26650/sdsl2020-0007 (6 Nov. 2024).


MLA

Atasoy, İrem,. “Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials.” Studien zur deutschen Sprache und Literatur, vol. 0, no. 43, 2020, pp. 69-100. [Database Container], https://doi.org/10.26650/sdsl2020-0007


Vancouver

Atasoy İ. Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials. Studien zur deutschen Sprache und Literatur [Internet]. 6 Nov. 2024 [cited 6 Nov. 2024];0(43):69-100. Available from: https://doi.org/10.26650/sdsl2020-0007 doi: 10.26650/sdsl2020-0007


ISNAD

Atasoy, İrem. “Multimodality in German and Turkish TV-Commercials: A Comparative Analysis of Ritter Sport and Eti Commercials”. Studien zur deutschen Sprache und Literatur 0/43 (Nov. 2024): 69-100. https://doi.org/10.26650/sdsl2020-0007



TIMELINE


Submitted21.03.2020
Accepted09.04.2020
Published Online22.06.2020

LICENCE


Attribution-NonCommercial (CC BY-NC)

This license lets others remix, tweak, and build upon your work non-commercially, and although their new works must also acknowledge you and be non-commercial, they don’t have to license their derivative works on the same terms.


SHARE




Istanbul University Press aims to contribute to the dissemination of ever growing scientific knowledge through publication of high quality scientific journals and books in accordance with the international publishing standards and ethics. Istanbul University Press follows an open access, non-commercial, scholarly publishing.