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Journals / Abant Kültürel Araştırmalar Dergisi / 2020 / Cilt: 5 - Sayı: 10

An empiric study for the use of body language codes in Turkish television advertising

Çiçek TOPÇU
Pages
13–30
Publication Date
2020-10-31
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

When advertisings are categorized based on the concepts contained in the literature and were referred to statistical analyses, it is seen that the body language codes used in the ads constitute an important element of the message.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Television is the most widely referenced mass medium in the area of advertising, that has the technical hardware and possibility by expressing the presented message sometimes verbally or non-verbally or sometimes in both ways.
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Key Findings & Data:The purpose of the study is to explain the body language codes that represent a part of the non-verbal communication and in accordance with that to determine the body language codes that were used significant in Turkish television advertisings in 2019.
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Conclusion & Impact:When advertisings are categorized based on the concepts contained in the literature and were referred to statistical analyses, it is seen that the body language codes used in the ads constitute an important element of the message.
🔬Design:Research Article
📍Scope:2019 Verileri
⚙️Variables:Television advertising · non-verbal Communication · Body Language

Abstract

Television is the most widely referenced mass medium in the area of advertising, that has the technical hardware and possibility by expressing the presented message sometimes verbally or non-verbally or sometimes in both ways. The purpose of the study is to explain the body language codes that represent a part of the non-verbal communication and in accordance with that to determine the body language codes that were used significant in Turkish television advertisings in 2019. To this end, the body language and advertising concepts were handled in detail and 480 advertisings published on TV and archived on YouTube in 2019 were analysed by contextual analysis with body language codes contained in these ads. When advertisings are categorized based on the concepts contained in the literature and were referred to statistical analyses, it is seen that the body language codes used in the ads constitute an important element of the message.

Özet

Television is the most widely referenced mass medium in the area of advertising, that has the technical hardware and possibility by expressing the presented message sometimes verbally or non-verbally or sometimes in both ways. The purpose of the study is to explain the body language codes that represent a part of the non-verbal communication and in accordance with that to determine the body language codes that were used significant in Turkish television advertisings in 2019. To this end, the body language and advertising concepts were handled in detail and 480 advertisings published on TV and archived on YouTube in 2019 were analysed by contextual analysis with body language codes contained in these ads. When advertisings are categorized based on the concepts contained in the literature and were referred to statistical analyses, it is seen that the body language codes used in the ads constitute an important element of the message.

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Cite This Article

TOPÇU, Ç. (2020). An empiric study for the use of body language codes in Turkish television advertising. Abant Kültürel Araştırmalar Dergisi, Cilt: 5 - Sayı: 10, 13–30. https://ajindex.com/articles/448310

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