En komparativ analyse af tv-reklamer i Danmark og Tyrkiet, med særlig vægt på kulturens rolle

Abstract

A comparative analysis of Danish and Turkish TV commercials, with special emphasis on the role of culture This thesis explores the concept of TV commercials both in theory and practice. For about 60 years we have enjoyed TV commercials and there are numerous theories and analyses about the different TV commercials. However, the focus of this thesis will be on international companies’ TV commercials in Denmark and in Turkey. The theoretical contributions come from different areas and can be abstract in nature. Thus, the aim of this thesis is first to understand, how selected theorists interpret the concept of communication, rhetoric, culture and genres of TV commercials and second to put these theories into practice by making a comparative analysis of three Danish and three Turkish TV commercials. The theoretical fundament of this thesis is based on Edwards Hall’s theories about high and low context communication, rhetorical strategies by Lis Garber and Sten Høgel, TV commercial genres and functions by Lars Pynt Andersen and cultural references by Ronald Inglehart. In addition, the thesis will identify possible patterns in the Danish and Turkish TV commercials and confirm and/or dismiss the hypotheses that are described in the beginning of the thesis. The cases in this thesis are IKEA’s, McDonald’s and Coca-cola’s TV commercials in Denmark and in Turkey. These are international companies with the same products, but sold in different countries. Therefore it is interesting to analyse how an international company creates a TV commercial for the same product that is being sold in two different countries. Hence the problem statement of this thesis: What characterises TV commercials in Denmark and in Turkey? And what role does the culture play in the TV commercials? The aim of the thesis is to identify the characteristics of Danish and Turkish TV commercials based on the cases that have been mentioned above, with a special emphasis on cultural references in the TV commercials. Furthermore, it is also the aim of the thesis to function as a guideline for understanding Danish and Turkish TV commercials. In addition, there is almost no information about Turkish TV commercials in Danish literature and this thesis will fill in that void by making a comparative analysis of Danish and Turkish TV commercials. The conclusion from the thesis is that it is possible to identify a pattern in Danish and Turkish TV commercials. Danish commercials have a tendency to be complex, consisting of different genres while Turkish commercials are more simple with a primary genre and a secondary genre. Furthermore, Danish commercials tend to be low context and make use of primarily logos while Turkish commercials tend to be high context and make use of primarily logos and pathos. Both Danish and Turkish commercials are context based and have cultural references; however, Turkish commercials are more direct regarding cultural references. In addition, Danish commercials reflect post-modern values while Turkish commercials reflect primarily modern values. These findings can function as a guideline for what we can expect from Danish and Turkish TV commercials and give us an idea about how international companies customise TV commercials so that it reflects the different societies in which they operate in.