Werbeslogans in Türkischen und Deutschen Medien-ein Beitrag zur Linguistischen Semiotik und Übersetzungwissenschaft
Özet
A primary purpose of advertising is to attract consumer attention. It is therefore to be remembered. Companies think consumers will take action to buy products or services this way. Among the many methods and different advertising content used in research and reviews, one of the most effective methods in this regard is the use of eye-catching slogans in advertising. The aim of this study is to investigate whether advertising slogans are directly translated without adaptation and that a different culture is conveyed than the culture from which they are produced.
In the second part, 28 advertising slogans were used, including 14 Turkish and 14 German cultural and social factors. These advertising slogans are on TV in many categories and have been selected from advertisements of well-known brands. These advertisements are common products in Turkey and Germany. 14 of these ads advertised the same product of the same brand and their slogans were translated differently. In the other 14, the same or different products of the same brand were introduced and their slogans were transformed one by one. The cultural and social codes used were analyzed with regard to semantic science and indicator science. Discourse analysis was used to uncover differences in translation in this social and cultural sense. Therefore, these slogans were compared in terms of Turkish and German culture. Thus, a general evaluation was obtained. The purpose of this study is to analyze these mentioned common products in terms of discourse, as the semiotic and linguistic, translation differences.
