ANIMAL AS A LOST SIGN: SEMIOTIC ANALYSIS OF THE VEGAN FRIENDLY “EXTRA FRESH” COMMERCIAL

Elif İrem Gökmen

Makale detayları

ANIMAL AS A LOST SIGN: SEMIOTIC ANALYSIS OF THE VEGAN FRIENDLY “EXTRA FRESH” COMMERCIAL

Yazarlar:

Elif İrem Gökmen

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Gazetecilik | Gazetecilik Çalışmaları | İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.9 Issue 1, pp.41-75

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330701

pISSN:

2587-1544

Anahtar kelimeler:

Özet:

 Advertisements are constructed by considering the role of the sign system in constructing meaning to direct the audiences thoughts in a specific direction. Just as there are various fields where advertisements can influence perception, discourses regarding the subjectivity of animals are also formed through signs and transmitted during socialization. This study aims to uncover how the concept of the absent referent, which emphasizes the objectification of animals, is positioned in advertisements and how cultural and discursive power relations concerning animals are produced through linguistic and visual practices. The research examines an advertisement by Vegan Friendly, selected as a purposive sample, titled Extra Fresh-Make the Connection, by using semiotic analysis techniques. The advertisement was chosen because it exemplifies a vegan ad that aims to directly convey the absent referent. Through the use of the concepts of sign, signifier, and signified as shaped by Barthes, and with a focus on feminist vegetarian theory and Carol J. Adams conceptualization of the absent referent, the study was conducted. The findings reveal that the language and visuals used in the advertisement do not reference the living state of animals, that the extra fresh metaphor is presented as a concept that evokes food rather than animals, and that the meanings of animals, such as liveliness, have been transformed into absent referents.

 Advertisements are constructed by considering the role of the sign system in constructing meaning to direct the audiences thoughts in a specific direction. Just as there are various fields where advertisements can influence perception, discourses regarding the subjectivity of animals are also formed through signs and transmitted during socialization. This study aims to uncover how the concept of the absent referent, which emphasizes the objectification of animals, is positioned in advertisements and how cultural and discursive power relations concerning animals are produced through linguistic and visual practices. The research examines an advertisement by Vegan Friendly, selected as a purposive sample, titled Extra Fresh-Make the Connection, by using semiotic analysis techniques. The advertisement was chosen because it exemplifies a vegan ad that aims to directly convey the absent referent. Through the use of the concepts of sign, signifier, and signified as shaped by Barthes, and with a focus on feminist vegetarian theory and Carol J. Adams conceptualization of the absent referent, the study was conducted. The findings reveal that the language and visuals used in the advertisement do not reference the living state of animals, that the extra fresh metaphor is presented as a concept that evokes food rather than animals, and that the meanings of animals, such as liveliness, have been transformed into absent referents.

 Advertisements are constructed by considering the role of the sign system in constructing meaning to direct the audiences thoughts in a specific direction. Just as there are various fields where advertisements can influence perception, discourses regarding the subjectivity of animals are also formed through signs and transmitted during socialization. This study aims to uncover how the concept of the absent referent, which emphasizes the objectification of animals, is positioned in advertisements and how cultural and discursive power relations concerning animals are produced through linguistic and visual practices. The research examines an advertisement by Vegan Friendly, selected as a purposive sample, titled Extra Fresh-Make the Connection, by using semiotic analysis techniques. The advertisement was chosen because it exemplifies a vegan ad that aims to directly convey the absent referent. Through the use of the concepts of sign, signifier, and signified as shaped by Barthes, and with a focus on feminist vegetarian theory and Carol J. Adams conceptualization of the absent referent, the study was conducted. The findings reveal that the language and visuals used in the advertisement do not reference the living state of animals, that the extra fresh metaphor is presented as a concept that evokes food rather than animals, and that the meanings of animals, such as liveliness, have been transformed into absent referents.

 Reklamlar izleyicilerin duşuncelerini belirli bir yöne kanalize etmek için gösterge sisteminin anlam inşasındaki rolu dikkate alınarak kurgulanmaktadır. Reklamın algıya etki edebileceği pek çok alan olduğu gibi hayvanın özneliğine ilişkin söylemler de göstergeler ile kurulmakta ve sosyalizasyon sureçlerinde aktarılmaktadır. Araştırmada hayvanın nesnelleşmesini vurgulayan kayıp gönderge kavramının reklamlarda nasıl konumlandırıldığını ve hayvana ilişkin kulturel ve söylemsel iktidar ilişkilerinin, dilsel ve imgesel pratiklerle nasıl uretildiğini ortaya koymak amaçlanmaktadır. Araştırmada amaçlı örneklem olarak belirlenen Vegan Friendlynin Extra fresh- Make the Connection temasıyla yayımladığı reklam, göstergebilimsel analiz tekniği ile incelenmiştir. Reklam kayıp göndergenin doğrudan aktarılmayı amaçlandığı vegan reklam örneği olmasından dolayı seçilmiştir. Barthes ile şekillenen gösterge, gösteren ve gösterilen öğeleri kullanılarak, feminist vejetaryen kuram ve Carol J. Adamsın kayıp gönderge kavramsallaştırması odağında bir çalışma yurutulmuştur. Reklamda kullanılan dil ve görsellerde, hayvanın canlı halinden bahsedilmediği, extra fresh metaforunun hayvanı değil yemeği çağrıştıran bir kavram olarak sunulduğu ve hayvanların canlılık gibi anlamlarının kayıp göndergelere dönuştuğu bulgularına ulaşılmıştır.

Makale detayları

ANIMAL AS A LOST SIGN: SEMIOTIC ANALYSIS OF THE VEGAN FRIENDLY “EXTRA FRESH” COMMERCIAL

Yazarlar:

Elif İrem Gökmen

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Gazetecilik | Gazetecilik Çalışmaları | İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.9 Issue 1, pp.41-75

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330701

pISSN:

2587-1544

Semiotics

Advertisement

Animal

Extra Fresh

Absent ReferentGöstergebilim

Reklam

Hayvan

Extra Fresh

Kayıp Gönderge

Sayı

Makale detayları

Yazarlar: Elif İrem Gökmen

Yayıncı: Ondokuz Mayıs University

Ana Başlıklar: Gazetecilik | Gazetecilik Çalışmaları | İletişim Çalışmaları

Dergi: Middle Black Sea Journal of Communication Studies Vol.9 Issue 1, pp.41-75

Belge Tipi: Makale

Yayın Tarihi: 11/2024

Belge Dili: Türkçe

Document ID (Org No.): 2001330701

pISSN: 2587-1544

Sayı

Yazarlar:

Elif İrem Gökmen

Yayıncı:

Ondokuz Mayıs University

Ana Başlıklar:

Gazetecilik | Gazetecilik Çalışmaları | İletişim Çalışmaları

Dergi:

Middle Black Sea Journal of Communication Studies Vol.9 Issue 1, pp.41-75

Belge Tipi:

Makale

Yayın Tarihi:

11/2024

Belge Dili:

Türkçe

Document ID (Org No.):

2001330701

pISSN:

2587-1544