文章基本信息

标题：Semiological Analysis of Sports Related Advertisements Featured on Tv or Online
其他标题：Televizyon ve İnternette Yayınlanan Spor İçerikli Reklamların Göstergebilim Açısından İncelenmesi
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作者：Ali Çevik ; Hakan Ünal
期刊名称：International Journal of Sport, Exercise and Training Sciences
电子版ISSN：2149-8229
出版年度：2018
卷号：4
期号：1
DOI：10.18826/useeabd.345222
语种：English
出版社：Balikesir University
摘要：The purpose of this study is to analyse 5 of the sports-related advertisements featured on TV or online between 2013 and 2015 in terms of semiology. Material and Methods: Hypotheses posed for the study were tested utilizing semiological analysis proposed by Barthes. Roland Barthes proposed three methods for analyzing messages: coded iconic message,non-coded iconic message,and linguistic message. The iconic indicators will be analysed using these three methods along with consideration of denotation,connotation,myth,metaphor,and metonymy. All these aspects of the advertisements will be taken into consideration holistically. Data included sports-related advertisements,and it was selected from the up to date channel list from 2013 to 2015 of Türksat 4A (a Turkish satellite broadcasting company) and video sharing websites. Of these channel list,only top rating Turkish channels were selected,which are as follow: TRT 1,Show TV,Star TV,Atv,Kanal D,Tv8,Fox TV,NTV,NTV Spor,and CNN Türk. Results and Conclusion: In conclusion,5 sports-related advertisements of the following companies were analyzed in terms of their verbal messages: Türk Telekom,Turkish Airlines,Lassa,İntegral Forex,and Skechers. It was found that coded and non-coded messages included denotations and connotations regarding certain forms of representation,and female representation in sports- related advertisements was very low. It was found successful to present new services,benefits for the customer,safety,teamwork,community support for sports,and new technologies in advertisement for the identity of the company and strength of the brand.
其他摘要：Bu çalışmanın amacı,2013-2015 yılları arasında televizyon ve internette yayınlanan spor içerikli reklamlar arasından seçilen 5 tanesinin göstergebilimsel açıdan incelenmesidir. Materyal ve Yöntem: Çalışmada ortaya konulan hipotezler Barthes tarafından tan
关键词：Sports;Advertisement;Semiology;Media
其他关键词：Spor;Reklam;Göstergebilim;Medya.