Araştırma Makalesi
BibTex RIS Kaynak Göster

Critical Discourse Analysis in Social Media Ads: Starbucks

Yıl 2023, Cilt: 1 Sayı: 1, 41 - 53, 29.03.2023

Öz

Today, many advertisements are presented in various media such as printed or social media with interesting, creative, attractive and persuasive appearances. In these advertisements, the common use of verbal and non-verbal signs and the development of conspicuous language phenomena have made it necessary to explore the advertising discourse and analyze the desired message. For this purpose, in this study, four different English advertisements of Starbucks, a very popular coffee brand, were examined from the perspective of ‘‘Critical Discourse Analysis’’. This study mainly focuses on how the use of language and visual design in the advertisements of the relevant brand affects customers. To analyze the effects of linguistic and visual elements on the preferability of products, qualitative research was conducted on four different Starbucks advertisements in Turkish and English, adopting Fairclough's (1992) Critical Discourse Analysis framework. The obtained data were analyzed by making a thematic analysis. The findings showed that the brand uses a variety of strategies to influence customers’ perceptions, with relevant social media advertisements using approaches such as ‘seasonal drinks’ and ‘individuality’ to encourage the purchase of products. As a result, it can be stated that Critical Discourse Analysis is an effective approach that allows the methods of influencing people in creating meaning and the examination of these effects in different social contexts.

Kaynakça

  • Abdelaal, N. M., & Sase, A. S. (2014). Advertisement analysis: A comparative critical study. Advances in Language and Literary Studies, 5(6), 254-259.
  • Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34(1), 15-24.
  • Chouliaraki, L. & Fairclough, N. (2010). Critical discourse analysis in organizational studies: Towards an integrationist methodology. Journal of Management Studies, 47(6), 1213-1218.
  • Chen, A., & Eriksson, G. (2019). The mythologization of protein: a Multimodal Critical Discourse Analysis of snacks packaging. Food, Culture & Society, 22(4), 423-445.
  • Cook, G. (2001). The Discourse of Advertising. London and New York: Routledge.
  • Crystal, D. (1987). The Cambridge Encyclopedia of Language. Cambridge: Cambridge: University Press.
  • Crystal, D. (1992). An Encyclopedic: Dictionary of Language and Languages. England: Penguin Books.
  • Davidson, M. (1992). The consumerist manifesto. Advertising in postmodern times. London and New York: Routledge.
  • Dini, J. P. A. U. (2022). Critical Discourse Analysis in the Classroom: A Critical Language Awareness on Early Children’s Critical Thinking. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(5), 4992-5002.
  • Fairclough, N. (1992). Intertextuality in critical discourse analysis. Linguistics and education, 4(3-4), 269-293.
  • Fairclough, N. (2009). A dialectical-relational approach to critical discourse analysis in social research. In: M. Meyer and R. Wodak, eds. Methods in critical discourse analysis. London: Sage, 211–236.
  • Fairclough, N. & Wodak, R. (1997). Critical discourse analysis. In T. Van Dijk (Ed.), Discourse as social interaction (pp. 258–284). London: Sage.
  • Goddard, A. (1998). The Discourse of Advertising: Written Texts. London and New York: Routledge.
  • González Ruiz, S. (2014). The discourse analysis of cosmetic advertising: Max Factor’s discursive development from 1940 to the present. Retrieved from https://uvadoc.uva.es/bitstream/10324/8022/1/TFG_F_2014_40.pdf
  • Hall, S. (1997). The spectacle of the ‘Other’. In: Hall S (ed.) Representations: Cultural Representations and Signifying Practices. London: SAGE and The Open University, pp. 223–279.
  • Işık, M. (2006). Terör örgütlerinin söylem stratejileri ve eylemlerini meşrulaştırma yöntemleri (Yayınlanmamış Yüksek Lisans Tezi), Kara Harp Okulu Savunma Bilimleri Enstitüsü, Ankara.
  • It’s Starbucks. (2013). Critical Analysis of an Advertisement. Retrieved on January 15th, 2023 from https://amkvisuals.wordpress.com/2013/09/09/critical-analysis-of-an-advertisement/.
  • Jhally, S. (1987). The codes of advertising: Fetishism and the political economy of meaning in the consumer society. New York and London: St. Martin's Press and Frances Pinter, 25, 47.
  • Kodak, D. (2011). Postmodernite bağlamında bireyselleşme ve marka ilişkisi: sinema filmlerinde Starbucks Coffee tüketicilerinin kimlik analizi (Yayınlanmamış Master tezi), Maltepe Üniversitesi, İstanbul.
  • Kotler, P. (2002). Marketing Management. The United States of America: Pearson.
  • Liyanage, D. (2020). The Impact of the Advertising Discourse on Consumer Persuasion. International Journal of Scientific and Research Publications, 10 (12), 710 – 724.
  • Munifa, H. (2022). Customer relationship management strategy in Starbucks card optimization in the Pandemic era. International Journal for Educational and Vocational Studies, 4(1), 19-29.
  • Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113.
  • Plamenatz, J. P. (1970). Ideology. New York: Praeger.
  • Pumpkin Spice Latte. (2011). Starbucks Fall 2011 Campaign. Retrieved on the 9th of January, 2023 from http://www.bryansheffield.com/blog/?p=339.
  • Schultz, H., & Yang, D. J. (2008). STARBUCKS-Gönlünü İşe Vermek, Babıali Kültür Yayıncılığı, 2. Baskı, İstanbul.
  • Sawhney, M., Verona, G. & Prandelli, E. (2005). Collaborating to create: the internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.
  • Shuker, R. 1998. Popular Music: The Key Concepts. Routledge: London.
  • Taylor, C.R. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411-418.
  • The Best Coffee. (2016). Strong settlement of Starbucks. Retrieved on the 10th of January, 2023 from http://www.hansholdings.com/residence_touchEn/t18/dynDt.aspx?id=100332&pid=100038.
  • Titscher, S., Meyer, M., Wodak, R. and Vetter, E. (2000). Methods of Text and Discourse Analysis. London: SAGE.
  • Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249-283.
  • Van Dijk, T. A. (1995). Aims of critical discourse analysis. Japanese Discourse, 1(1), 17-28.
  • We’re Starbucks. (2020). Starbucks #WhatsYourName Campaign. Retrieved on January 15th, 2023 from https://www.projectdigital.org/starbucks-whatsyourname-campaign/.
  • Wells, W. D., Burnett, J. and Moriarty, S. (2003). Advertising. Saddle River, NJ: Prentice-Hall
  • Williams, K. (2003). Understanding media theory: Representation, audience, ideology, effects, production, text. London: Hobber Arnold.
  • Wodak, R. (1996). Disorders of discourse. London: Longman.
  • Wright, J. S., Winter, W. L., Zeigler, S. K. (1982). Advertising,(5th Ed.) Tata McGraw-Hill Publishing Company Ltd, New Delhi.

Sosyal Medya Reklamlarında Eleştirel Söylem Analizi: Starbucks

Yıl 2023, Cilt: 1 Sayı: 1, 41 - 53, 29.03.2023

Öz

Günümüzde ilginç, yaratıcı, çekici ve ikna edici görünümlere sahip basılı veya sosyal medya gibi çeşitli mecralarda birçok reklam sunulmaktadır. Bu reklamlarda, göze çarpan dil olgusu gelişiminin yanı sıra sözel ve sözel olmayan işaretlerin ortak kullanımı, reklam söylemini keşfetmeyi ve dahası verilmek istenen mesajı analiz etmeyi gerekli bir konu haline getirmiştir. Bu amaçla, bu çalışmada oldukça popüler bir kahve markası olan Starbucks’a ait dört farklı İngilizce reklam, ‘‘Eleştirel Söylem Analizi’’ perspektifinden incelenmiştir. Bu çalışma, temel olarak ilgili markanın reklamlarındaki dil kullanımı ve görsel tasarımın müşterileri nasıl etkilediğine odaklanmaktadır. Dilsel ve görsel unsurların, ürünlerin tercih edilebilirliği üzerindeki etkilerini analiz etmek için Fairclough’un (1992) Eleştirel Söylem Analizi çerçevesi benimsenerek dört farklı Starbucks reklamı üzerinde nitel bir araştırma yapılmıştır. Elde edilen veriler tematik analiz yapılarak incelenmiştir. Bulgular, markanın müşterilerin algılarını etkilemek için çeşitli stratejiler kullandığını, ilgili sosyal medya reklamlarının ürünlerin satın alınmasını teşvik etmek için, ‘dönemsel içecek’ ve ‘bireysellik’ gibi yaklaşımları kullandığını göstermiştir. Sonuç olarak, Eleştirel Söylem Analizi’nin, anlam oluşturmada insanları etkileme yöntemlerine ve bu etkilerin farklı sosyal bağlamlarda incelenmesine izin veren etkili bir yaklaşım olduğu ifade edilebilir

Kaynakça

  • Abdelaal, N. M., & Sase, A. S. (2014). Advertisement analysis: A comparative critical study. Advances in Language and Literary Studies, 5(6), 254-259.
  • Andrews, M., Goehring, J., Hui, S., Pancras, J., & Thornswood, L. (2016). Mobile promotions: A framework and research priorities. Journal of Interactive Marketing, 34(1), 15-24.
  • Chouliaraki, L. & Fairclough, N. (2010). Critical discourse analysis in organizational studies: Towards an integrationist methodology. Journal of Management Studies, 47(6), 1213-1218.
  • Chen, A., & Eriksson, G. (2019). The mythologization of protein: a Multimodal Critical Discourse Analysis of snacks packaging. Food, Culture & Society, 22(4), 423-445.
  • Cook, G. (2001). The Discourse of Advertising. London and New York: Routledge.
  • Crystal, D. (1987). The Cambridge Encyclopedia of Language. Cambridge: Cambridge: University Press.
  • Crystal, D. (1992). An Encyclopedic: Dictionary of Language and Languages. England: Penguin Books.
  • Davidson, M. (1992). The consumerist manifesto. Advertising in postmodern times. London and New York: Routledge.
  • Dini, J. P. A. U. (2022). Critical Discourse Analysis in the Classroom: A Critical Language Awareness on Early Children’s Critical Thinking. Jurnal Obsesi: Jurnal Pendidikan Anak Usia Dini, 6(5), 4992-5002.
  • Fairclough, N. (1992). Intertextuality in critical discourse analysis. Linguistics and education, 4(3-4), 269-293.
  • Fairclough, N. (2009). A dialectical-relational approach to critical discourse analysis in social research. In: M. Meyer and R. Wodak, eds. Methods in critical discourse analysis. London: Sage, 211–236.
  • Fairclough, N. & Wodak, R. (1997). Critical discourse analysis. In T. Van Dijk (Ed.), Discourse as social interaction (pp. 258–284). London: Sage.
  • Goddard, A. (1998). The Discourse of Advertising: Written Texts. London and New York: Routledge.
  • González Ruiz, S. (2014). The discourse analysis of cosmetic advertising: Max Factor’s discursive development from 1940 to the present. Retrieved from https://uvadoc.uva.es/bitstream/10324/8022/1/TFG_F_2014_40.pdf
  • Hall, S. (1997). The spectacle of the ‘Other’. In: Hall S (ed.) Representations: Cultural Representations and Signifying Practices. London: SAGE and The Open University, pp. 223–279.
  • Işık, M. (2006). Terör örgütlerinin söylem stratejileri ve eylemlerini meşrulaştırma yöntemleri (Yayınlanmamış Yüksek Lisans Tezi), Kara Harp Okulu Savunma Bilimleri Enstitüsü, Ankara.
  • It’s Starbucks. (2013). Critical Analysis of an Advertisement. Retrieved on January 15th, 2023 from https://amkvisuals.wordpress.com/2013/09/09/critical-analysis-of-an-advertisement/.
  • Jhally, S. (1987). The codes of advertising: Fetishism and the political economy of meaning in the consumer society. New York and London: St. Martin's Press and Frances Pinter, 25, 47.
  • Kodak, D. (2011). Postmodernite bağlamında bireyselleşme ve marka ilişkisi: sinema filmlerinde Starbucks Coffee tüketicilerinin kimlik analizi (Yayınlanmamış Master tezi), Maltepe Üniversitesi, İstanbul.
  • Kotler, P. (2002). Marketing Management. The United States of America: Pearson.
  • Liyanage, D. (2020). The Impact of the Advertising Discourse on Consumer Persuasion. International Journal of Scientific and Research Publications, 10 (12), 710 – 724.
  • Munifa, H. (2022). Customer relationship management strategy in Starbucks card optimization in the Pandemic era. International Journal for Educational and Vocational Studies, 4(1), 19-29.
  • Pakurár, M., Haddad, H., Nagy, J., Popp, J., & Oláh, J. (2019). The service quality dimensions that affect customer satisfaction in the Jordanian banking sector. Sustainability, 11(4), 1113.
  • Plamenatz, J. P. (1970). Ideology. New York: Praeger.
  • Pumpkin Spice Latte. (2011). Starbucks Fall 2011 Campaign. Retrieved on the 9th of January, 2023 from http://www.bryansheffield.com/blog/?p=339.
  • Schultz, H., & Yang, D. J. (2008). STARBUCKS-Gönlünü İşe Vermek, Babıali Kültür Yayıncılığı, 2. Baskı, İstanbul.
  • Sawhney, M., Verona, G. & Prandelli, E. (2005). Collaborating to create: the internet as a platform for customer engagement in product innovation. Journal of Interactive Marketing, 19(4), 4-17.
  • Shuker, R. 1998. Popular Music: The Key Concepts. Routledge: London.
  • Taylor, C.R. (2009). The six principles of digital advertising. International Journal of Advertising, 28(3), 411-418.
  • The Best Coffee. (2016). Strong settlement of Starbucks. Retrieved on the 10th of January, 2023 from http://www.hansholdings.com/residence_touchEn/t18/dynDt.aspx?id=100332&pid=100038.
  • Titscher, S., Meyer, M., Wodak, R. and Vetter, E. (2000). Methods of Text and Discourse Analysis. London: SAGE.
  • Van Dijk, T. A. (1993). Principles of critical discourse analysis. Discourse & Society, 4(2), 249-283.
  • Van Dijk, T. A. (1995). Aims of critical discourse analysis. Japanese Discourse, 1(1), 17-28.
  • We’re Starbucks. (2020). Starbucks #WhatsYourName Campaign. Retrieved on January 15th, 2023 from https://www.projectdigital.org/starbucks-whatsyourname-campaign/.
  • Wells, W. D., Burnett, J. and Moriarty, S. (2003). Advertising. Saddle River, NJ: Prentice-Hall
  • Williams, K. (2003). Understanding media theory: Representation, audience, ideology, effects, production, text. London: Hobber Arnold.
  • Wodak, R. (1996). Disorders of discourse. London: Longman.
  • Wright, J. S., Winter, W. L., Zeigler, S. K. (1982). Advertising,(5th Ed.) Tata McGraw-Hill Publishing Company Ltd, New Delhi.
Toplam 38 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Söylem ve Bağlamsal Dilbilim
Bölüm Araştırma Makalesi
Yazarlar

Ayşe Zambak 0000-0003-1386-9920

Yayımlanma Tarihi 29 Mart 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 1 Sayı: 1

Kaynak Göster

APA Zambak, A. (2023). Critical Discourse Analysis in Social Media Ads: Starbucks. Anadolu Dil Ve Eğitim Dergisi, 1(1), 41-53.