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

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Nazlı Baykal
SULEYMAN DEMIREL UNIV
Türkiye

Yayımlanma Tarihi

29 Aralık 2016

Gönderilme Tarihi

28 Aralık 2016

Kabul Tarihi

10 Aralık 2016

Yayımlandığı Sayı

Yıl 1970 Cilt: 27 Sayı: 2

DOI

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

IZ

https://izlik.org/JA56HG76NF

Kaynak Göster

RIS / Bibtex

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

Öz

Anahtar Kelimeler

Multimodal Construction of Female Looks: An Analysis of Mascara Advertisements

Abstract

Keywords

Kaynakça

Ayrıntılar

Birincil Dil

Konular

Bölüm

Yazarlar

Yayımlanma Tarihi

Gönderilme Tarihi

Kabul Tarihi

Yayımlandığı Sayı

DOI

IZ

Kaynak Göster