THE USE OF BILINGUALISM AS A COMMUNICATION STRATEGY IN ADVERTISEMENTS
Through globalization, it has become legal for individuals who are the members of different cultures live in different geographical places under the current political conditions. In multi-cultural environments such that the borders of the countries are collided, it is inevitable for commercial provi...
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| Format: | Article |
| Language: | deu |
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Institut für die Welt der Türken
2016-12-01
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| Series: | Zeitschrift für die Welt der Türken |
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| Online Access: | http://www.dieweltdertuerken.org/index.php/ZfWT/article/view/875/875 |
| Summary: | Through globalization, it has become legal for individuals who are the members of different cultures live in different geographical places under the current political conditions. In multi-cultural environments such that the borders of the countries are collided, it is inevitable for commercial providers to follow new strategies to give their messages. Because "... it can be mentioned that
communication term which can be defined as transferring feelings, opinions and presuppositions clearly includes "advertisement" phenomenon so that one has to work on it intensively and in a multidimensional manner. Within this context, a product must not only include messages for only a specific group of people in a society but for every minorities, ethnicities or social groups. It is clearly certain that the signs that are used in such communication strategies are more purposeful and
effective. It can be considered as an effective method to address immigrants for who had to leave their countries through their native language and/or their own social messages. However, it is thought that it can be a simple way to reach target people
by using this code which is special for only this group and make them feel special. The language and linguistic messages have significant roles in terms of commercials. When it is considered that most of the immigrants are bilingual, it is supposed that Germany can be one of the most appropriate samples among multicultural environments. The aim of this study is to test the capacity of language parameter in terms of bilingualism. When it is assessed in an integrated way, the results of this study are important because data that will be obtained at the end of the
study will contribute to the idea of the ability to use bilingual commercials in multicultural communities. In this study, various newspaper commercials or posters being chosen randomly representing the scope of this study in terms of commercial texts
produced for Turkish people in Germany are evaluated through semiotic analysis and interpreted by using discourse analysis method. Finally, very significant findings are gained from the study carried on by considering the basic hypothesis that shows that the great part of Turkish people are very competent on the local language besides their native language so that it makes it easier for them to understand commercials which are produced bilingually and blended with social messages. |
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| ISSN: | 1868-8934 1868-8934 |