Cilt 27, Sayı 2, Sayfalar 39 - 59 2016-12-29

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements
Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Nazlı Baykal [1]

248 776

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.

Multimodality involves the interaction between verbal and visual components in various discourses. Advertising discourse is one of the discourses where multimodal analysis is used quite frequently. This study documents the operation of multimodal strategies in the advertisement of beauty oriented products in women’s magazines with an emphasis on the interplay between visual and verbal communication channels within the theoretical framework of Critical Discourse Analysis. It describes how similarly advertising discourse uses descriptive and persuasive verbal and visual strategies to exploit the image of an idealized female beauty with a specific focus on mascara advertisements in the Turkish context. Two Turkish women’s magazines (Seninle and Elele) and two localized versions of well-known women’s magazines (Elle and Vogue) were analyzed multimodally to compare the exploitation of idealized female looks through mascara advertisements. The multimodal analysis showed that the advertisements set “ideals” for the perfect “look” in the eye, by concentrating on the “eyelashes”. They also set “ideals” verbally. The qualities of this “ideal look” (voluminous, long thick, curved eyelashes) provide a linguistic frame to interact with the visual frame.
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Konular Sosyal ve Beşeri Bilimler
Yayımlanma Tarihi 2016/2
Dergi Bölümü Makaleler
Yazarlar

Yazar: Nazlı Baykal
E-posta: nazlibaykal@hotmail.com
Kurum: SULEYMAN DEMIREL UNIV
Ülke: Turkey


Bibtex @araştırma makalesi { dad282155, journal = {Dilbilim Araştırmaları Dergisi}, issn = {1300-8552}, address = {BÜTEK Boğaziçi Eğitim Turizm Teknopark Uygulama ve Dan. Hiz. San. Tic. A.Ş.}, year = {2016}, volume = {27}, pages = {39 - 59}, doi = {10.18492/dad.282155}, title = {Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements}, language = {tr}, key = {cite}, author = {Baykal, Nazlı} } @araştırma makalesi { dad282155, journal = {Dilbilim Araştırmaları Dergisi}, issn = {1300-8552}, address = {BÜTEK Boğaziçi Eğitim Turizm Teknopark Uygulama ve Dan. Hiz. San. Tic. A.Ş.}, year = {2016}, volume = {27}, pages = {39 - 59}, doi = {10.18492/dad.282155}, title = {Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements}, language = {en}, key = {cite}, author = {Baykal, Nazlı} }
APA Baykal, N . (2016). Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements. Dilbilim Araştırmaları Dergisi, 27 (2), 39-59. Retrieved from http://dad.boun.edu.tr/issue/26814/282155
MLA Baykal, N . "Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements". Dilbilim Araştırmaları Dergisi 27 (2016): 39-59 <http://dad.boun.edu.tr/issue/26814/282155>
Chicago Baykal, N . "Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements". Dilbilim Araştırmaları Dergisi 27 (2016): 39-59
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EndNote %0 Dilbilim Araştırmaları Dergisi Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements %A Nazlı Baykal %T Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements %D 2016 %J Dilbilim Araştırmaları Dergisi %P 1300-8552-2587-0939 %V 27 %N 2 %R %U