LINGUISTIC AND SEMIOTIC ANALYSIS OF MULTIMODALITY IN GERMAN, ITALIAN AND TURKISH MAGAZINE ADVERTISEMENTS
DİLBİLİMSEL VE GÖSTERGEBİLİMSEL YAKLAŞIMLA ALMANCA, İTALYANCA VE TÜRKÇE DERGİ REKLAMLARINDA ÇOK KATMANLILIK ANALİZİ

Author : İrem ATASOY
Number of pages : 316-330

Abstract

With the rapid advance of science and technology, texts are no longer seen as monomodal structures, which only include verbal messages, but as multimodal structures, which combine different semiotic resources such as language (written and/or spoken), image (still and/or moving), music, sound and typography (still and/or moving). Therefore multimodal texts offer different resources and potentials for meaning making. Advertisements are one of the most analyzed multimodal text types in the fields of linguistics and semiotics. In linguistics and semiotics advertisements are defined as multimodal texts, which are transmitted by mass media and which use verbal, visual and auditory resources to convince a specific target group to buy a specific product or service. The aim of this paper is to analyze German, Italian and Turkish print advertisements moving towards a multimodal oriented method, which is based on text semiotics and text linguisitics. This article also presents the similarities and differences between these multimodal texts in three different languages. The corpus is compromised of cosmetic advertisings of cream and serum products, that are produced by Vichy brand. The analyzed advertisements were published in German, Italian and Turkish issues of the women’s magazines Cosmopolitan, Silhouette Donna and Elele. The analysis is based on multimodal oriented text semiotic and text linguistic models of Angelika Hennecke (1999), Nina Janich (2010) and Hartmut Stöckl (2011).

Keywords

linguistics, semiotics, multimodal text, multimodality, advertisement

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