Gelenekselden Dijitale Reklam Sloganlarında Söz Sanatları: Kırmızı Ödülleri

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.

Anahtar Kelimeler:

geleneksel reklam, dijital reklam, slogan, söz sanatları, içerik analizi

Figures of Speech in Advertising Slogans From Traditional to Digital: Kırmızı Awards

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.

Keywords:

traditional advertising, digital advertising, slogan, figures of speech, content analysis,

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