Semiological analysis of sports related advertisements featured on Tv or Online
Journal Title: Uluslararası Spor Egzersiz ve Antrenman Bilimi dergisi - Year 2018, Vol 4, Issue 1
Abstract
Aim: 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
Authors and Affiliations
Ali Çevik, Hakan Ünal
Keywords
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- EP ID EP282156
- DOI 10.18826/useeabd.345222
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