ADVERTISING RHETORIC AND SEMIOTIC CONSTRUCTION OF MEANING: THE CASE OF PENTİ BRAND

Bilge Nur Öztürk

Makale detayları

ADVERTISING RHETORIC AND SEMIOTIC CONSTRUCTION OF MEANING: THE CASE OF PENTİ BRAND

Yazarlar:

Bilge Nur Öztürk

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

İşletme

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.250-274

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339959

pISSN:

2564-6931

Anahtar kelimeler:

Özet:

 The research was discussed in the context of advertising images in post-modern consumer culture. The study was conducted to explore the elements of consumer culture presented in advertisements and their symbolic meanings. In this context, the award-winning advertisements of Penti, a Lovemark brand, in 2023-2024 were evaluated using the semiotic analysis method. Roland Barthes semiotic analysis model was used in the research. The research is important for revealing how brand identity is supported through signs and how brands reflect certain lifestyles and elements of consumer culture. From this perspective, the advertisements were examined scene by scene, the ambient, object, character, text, technical and auditory codes in each scene were expressed, denotation, connotation and myths were revealed. Findings identified the symbolic meanings associated with the Penti brand itself and its products. It is clearly seen that the Penti brand conveys the products functional feature of being comfortable through various associations, while also presenting some lifestyles, consumption patterns and consumption culture elements. Generally, the advertisements depict a model of a modern, energetic, well-groomed, successful, and self-accepting woman. The ads employ extensive metaphorical usage, particularly emphasizing visual metaphors, along with the use of metonymy and synecdoche. It can be stated that Penti brand prefers a figurative metaphorical language over a sexually suggestive advertising language.

 The research was discussed in the context of advertising images in post-modern consumer culture. The study was conducted to explore the elements of consumer culture presented in advertisements and their symbolic meanings. In this context, the award-winning advertisements of Penti, a Lovemark brand, in 2023-2024 were evaluated using the semiotic analysis method. Roland Barthes semiotic analysis model was used in the research. The research is important for revealing how brand identity is supported through signs and how brands reflect certain lifestyles and elements of consumer culture. From this perspective, the advertisements were examined scene by scene, the ambient, object, character, text, technical and auditory codes in each scene were expressed, denotation, connotation and myths were revealed. Findings identified the symbolic meanings associated with the Penti brand itself and its products. It is clearly seen that the Penti brand conveys the products functional feature of being comfortable through various associations, while also presenting some lifestyles, consumption patterns and consumption culture elements. Generally, the advertisements depict a model of a modern, energetic, well-groomed, successful, and self-accepting woman. The ads employ extensive metaphorical usage, particularly emphasizing visual metaphors, along with the use of metonymy and synecdoche. It can be stated that Penti brand prefers a figurative metaphorical language over a sexually suggestive advertising language.

 The research was discussed in the context of advertising images in post-modern consumer culture. The study was conducted to explore the elements of consumer culture presented in advertisements and their symbolic meanings. In this context, the award-winning advertisements of Penti, a Lovemark brand, in 2023-2024 were evaluated using the semiotic analysis method. Roland Barthes semiotic analysis model was used in the research. The research is important for revealing how brand identity is supported through signs and how brands reflect certain lifestyles and elements of consumer culture. From this perspective, the advertisements were examined scene by scene, the ambient, object, character, text, technical and auditory codes in each scene were expressed, denotation, connotation and myths were revealed. Findings identified the symbolic meanings associated with the Penti brand itself and its products. It is clearly seen that the Penti brand conveys the products functional feature of being comfortable through various associations, while also presenting some lifestyles, consumption patterns and consumption culture elements. Generally, the advertisements depict a model of a modern, energetic, well-groomed, successful, and self-accepting woman. The ads employ extensive metaphorical usage, particularly emphasizing visual metaphors, along with the use of metonymy and synecdoche. It can be stated that Penti brand prefers a figurative metaphorical language over a sexually suggestive advertising language.

 Araştırma post modern tüketim kültüründe reklam imgeleri bağlamında ele alınmıştır. Çalışma reklamlarda sunulan tüketim kültürü ögelerini ve sembolik anlamları keşfetmek amacıyla gerçekleştirilmiştir. Bu doğrultuda göstergebilimsel çözümleme yöntemi kullanılarak Lovemark bir marka olan Pentinin 2023-2024 yılında ödül alan reklamları değerlendirilmiştir. Araştırmada Roland Barthesın göstergebilimsel çözümleme modeli kullanılmıştır. Araştırma göstergeler üzerinden marka kimliğinin nasıl desteklendiğinin, markaların belli hayat tarzları ve tüketim kültürü ögelerini nasıl yansıttıklarının ortaya çıkarılması açısından önemlidir. Bu açıdan, reklamlar sahne sahne incelenmiş, her bir sahnedeki mekana, nesneye, karaktere ait kodlar ile metinsel, teknik ve işitsel kodlar ifade edilmiş, düz anlam, yan anlam ve mitler ortaya çıkarılmıştır. Bulgularda Penti markasının kendisi ve ürünü ile ilişkilendirdiği sembolik anlamlar tespit edilmiştir. Penti markasının, tanıttığı ürünün fonksiyonel bir özelliği olan rahat olmasını çeşitli çağrışımlar yoluyla aktarırken, bazı yaşam tarzları, tüketim kalıpları ve tüketim kültürü ögelerini de beraberinde sunduğu açık bir şekilde görülmektedir. Genel olarak modern, enerjik, bakımlı, başarılı ve kendi ile barışık bir kadın modeli sunulduğu görülmektedir. Reklamlarda yoğun mecazi kullanım tercih edilmiştir. Özellikle görsel metaforların ağırlıklı olarak kullanıldığı, bununla birlikte metonimi ve cinas kullanımının da tercih edildiği ifade edilebilir. Penti markasının cinsellik vurgulu bir reklam dili tercih etmeyerek figüratif mecazi bir dile yöneldiği söylenebilir.

Makale detayları

ADVERTISING RHETORIC AND SEMIOTIC CONSTRUCTION OF MEANING: THE CASE OF PENTİ BRAND

Yazarlar:

Bilge Nur Öztürk

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

İşletme

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.250-274

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339959

pISSN:

2564-6931

Brand Communication

Advertising

Semiotics

Rhetoric in AdvertisingMarka İletişimi

Reklam

Göstergebilim

Reklamda Retorik

Sayı

Makale detayları

Yazarlar: Bilge Nur Öztürk

Yayıncı: Nigde Omer Halisdemir University

Ana Başlıklar: İşletme

Dergi: Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.250-274

Belge Tipi: Makale

Yayın Tarihi: 1/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001339959

pISSN: 2564-6931

Sayı

Yazarlar:

Bilge Nur Öztürk

Yayıncı:

Nigde Omer Halisdemir University

Ana Başlıklar:

İşletme

Dergi:

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi Vol.18 Issue 1, pp.250-274

Belge Tipi:

Makale

Yayın Tarihi:

1/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001339959

pISSN:

2564-6931