jlr Dilbilim Araştırmaları Dergisi 1300-8552 2587-0939 Dilbilim Derneği 10.18492/dad.1312248 Cognitive Linguistics Bilişsel Dilbilimi Türk Hava Yolu Reklamlarında Çok-Düzlemli Metaforlar ve Metonimiler Multimodal Metaphors and Metonymies in Turkish Airlines’ Advertisements https://orcid.org/0000-0002-4104-8719 Baş Melike Amasya University 06 30 2024 35 1 89 113 06 09 2023 04 21 2024 Copyright © 1990, Dilbilim Araştırmaları Dergisi 1990 Dilbilim Araştırmaları Dergisi

Bu çalışma, çok-düzlemli metaforların bir türü olan sözel ve resimli metaforları bilişsel dilbilim çerçevesi içinde incelemeyi amaçlamaktadır (Forceville, 1996). Bu amaçla, Türk Hava Yollarına ait uluslararası yolcular için tasarlanan üç reklam afişinin mikro çözümlemesi yapılmıştır. Afişlerdeki özel ve görsel metinler Forceville (1996, 2009) tarafından öne sürülen ve Pérez Sobrino (2017) tarafından geliştirilen çok-düzlemli metafor çözümlemesi çerçevesinde incelenmiş ve afişlerdeki bilişsel mekanizmaların edimbilimsel etkiye nasıl ulaştıkları tartışılmıştır. Çalışmanın bulguları, incelenen afişlerin, çeşitli kavramsal metafor ve metonimiler yoluyla havayolu firmasının hizmet kalitesini vurgulayacak, modernleşme ve küreselleşme kavramlarını ön plana çıkaracak ve yolcuların duyularını harekete geçirecek şekilde tasarlandığını göstermiştir.

This study aims to investigate the verbal and pictorial metaphors as a kind of multimodal metaphors within the frame of cognitive linguistics (Forceville, 1996). For this purpose, a micro analysis of three advertisement posters of Turkish Airlines addressed to international passengers was carried out. The verbal and visual texts on the posters were examined within the multimodal metaphor analysis framework proposed by Forceville (1996, 2009) and developed by Pérez Sobrino (2017), and how the cognitive mechanisms in the posters reached the pragmatic effect was discussed. The findings of the study showed that the examined posters were designed in a way that emphasize the service quality of the company, highlight the concepts of modernization and globalization, and activate the senses of the passengers through several conceptual metaphors and metonymies.

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