We found a match
Your institution may have rights to this item. Sign in to continue.
- Title
CRITICAL ANALYSIS OF THE ENGLISH LANGUAGE USAGE IN TURKISH ADVERTISEMENTS: HAKAN PLASTİK.
- Authors
GÜNDÜZ, Nazli; YEŞERİ, Bahriye ALPER
- Abstract
This study aims to investigate the reasons and effects of English language preference in commercials and advertisements (ads) in the Turkish advertising market. The proposed research questions seek the answers) to the effect(s) of English language in advertisements; how advertisers play with words to emphasize the effect of their advertisements; the reasons why advertisers use English as a second language in their works. Some concerns about why English in Turkish language, as well as, ads provoke anxiety among some scholars are highlighted. The researchers classified the encountered usage of English in the Turkish commercials and ads in terms of: a) phonological similarities; b) whole sentences, phrases or terms embedded into Turkish sentences, c) blending and neologisms. Although consumers are Turkish, advertisers choose English phrases and statements in order to draw the attention of the consumers. A Turkish commercial, 'Hakan Plastik' is chosen as a sample and analyzed to evaluate the usage of English in Turkish context more vividly. As a result, creating mixed and incorrect sentences in the target language will not enable learners to make them understood in the target context. Although the aim is to create a comic effect it is distorting both of the languages and causing a negative outcome and teaching incorrect syntax. Hence, it is thought that such commercials might do a lot of harm on the native language as well as the culture.
- Subjects
ENGLISH language usage; ADVERTISING; TURKISH language; NATIVE language; CRITICAL analysis
- Publication
Turkish Journal of Social Research / Turkiye Sosyal Arastirmalar Dergisi, 2020, Vol 24, Issue 1, p13
- ISSN
1301-370X
- Publication type
Article