Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Nazlı Baykal

doi:10.18492/dad.282155

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Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Öz

Çoklu ortam söylem çözümlemesi, farklı söylemlerde yer alan sözel ve görsel öğelerin bir arada kullanılırken nasıl iletişime geçtiklerini inceler. Reklam söylemi bu iletişimin en sık görüldüğü ortamdır. Bu çalışma, kadın dergilerinde yer alan rimel reklamlarındaki sözel ve görsel öğelerin karşılıklı etkileşimine Çoklu Ortam Söylem Çözümlemesi ilkeleri doğrultusunda ve Eleştirel Söylem Çözümlemesi çerçevesinde incelemektedir. Bu amaçla, iki Türk kadın dergisi (Seninle ve Elele) ve iki yabancı kadın dergisinin (Elle ve Vogue) Türkçe basımlarının bir yıllık sayıları incelenmiş ve örneklemi oluşturmak amacı ile rastgele altı değişik rimel reklamı seçilmiştir. Reklamlardaki sözel ve görsel öğelerin birbirine benzer betimleyici ve ikna edici söylem stratejileri kullanarak reklamı yapılan ürünü tanıtmaları ortaya konmuş, ideal güzel kadın bakışı çoklu ortam söylem çözümlemesi yolu ile tanımlanmıştır. Kadınlarda aranan ideal bakışın görsel olarak kirpiklerde odaklandığı, sözel olarak ise hacimli, uzun, kalın ve kıvrık kirpiklerin ifadesi çalışma sonucu ortaya çıkmıştır.

Anahtar Kelimeler

çoklu ortam söylem çözümlemesi,eleştirel söylem çözümlemesi,reklam söylemi,kadın dergileri

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Nazlı Baykal
SULEYMAN DEMIREL UNIV
Türkiye

Publication Date

December 29, 2016

Submission Date

December 28, 2016

Acceptance Date

December 10, 2016

Published in Issue

Year 1970 Volume: 27 Number: 2

DOI

https://doi.org/10.18492/dad.282155

IZ

https://izlik.org/JA56HG76NF

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APA

Baykal, N. (2016). Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements. Dilbilim Araştırmaları Dergisi, 27(2), 39-59. https://doi.org/10.18492/dad.282155

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

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Anahtar Kelimeler

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

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