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

Authors : Çiçek TOPÇU

Pages : 13-30

View : 36 | Download : 18

Publication Date : 2020-10-31

Article Type : Research Paper

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.
Keywords : Television advertising, non verbal Communication, Body Language