in: Türkisch-Deutsche Studien, Ozil Ş., Hoffmann M., Laut J. P., Dayıoğlu-Yücel Y., Zierau C., Editor, Universitaetsverlag Göttingen, Göttingen, pp.21-31, 2018
Stereotypes and language games in television advertising—illustrated by an
analysis of the Türk Telekom Mobile advertising
Advertising generally draws the attention of consumers to certain products. Its aim is to influence the behavior of consumers and to persuade them to buy the advertised products. To achieve this goal, advertising has been persuasively designed and includes several sub-functions such as the ‘attention and interest activating function,’ the ‘reminder function,’ and the ‘attractiveness function.’ Moreover, advertisements often use stereotypical representational and assessment patterns in order to affect consumer mindsets. The aim of this article is to show how stereotypes and language games used by advertisers fulfill desired advertising functions. The object of investigation is a Türk Telekom Mobile advertisement (2011) which aired on Turkish television channels in Germany and was primarily directed at Turks living in Germany or German Turks. The article consists of a theoretical section, which gives an overview of the functions of advertising language and stereotypes, and an applied section, in which the Türk Telekom Mobile advertisement is analyzed in terms of linguistic and filmic aspects. In the third section, the results of the analysis are evaluated. The analysis shows how different cultures, genders, and themes are presented through different stereotypes and how cultural, genre-specific, and linguistic stereotypes, as well as language games, can be effectively employed to create a compelling advertisement.