Werbetexte Im Interkulturellen Vergleich. Eine Kontrastive und Linguistische Studie Zu Werbetexten Aus Dem Deutschen und Türkischen

Abstract

Acceleration of international trade has led to the development of international marketing. Different cultural structures of international markets have necessitated modifying the marketing strategies and commercials of companies. Today, commercials become more and more important. The main purpose of commercials is to make sure that the publicized product is purchased by the target audience. However, presentation of the commercials is also significant, in order to ensure purchasing.Although it appears today as if the number of people who consumes the same products and who adopts similar lifestyles has increased, this common market actually consists of various people and cultures. Cultural values of societies are offered to the audience through visual coding and a connection is established with the audience, so that the message achieves its goal. Images, therefore, assume a semiotic function in creating a meaning. International companies turn towards national campaigns more than the int