An investigation into the use of rhetorical figures in advertising slogans in Turkey

This thesis has been prepared to fulfill the requirements of the degree of Master of Business Administration at Doğuş University. The purpose of this thesis is to analyze the rhetorical figures in the advertisement slogans, which effetct on the permanency rations in the mind of consumer.Besides gathering information for the history of a slogan, there are main proposals about creating an effective slogan including; having an eye on the horizon, slogan as a brand positioning tool, a slogan should be linked to the brand, importance of repetition, creativity and jingle. Besides clearly explanation of main proposals for creating an effective slogan, there are mistakes explained to avoid in creating slogans such as; a slogan should not be used by others, a slogan should not be generic, hackneyed or bland, a slogan should not promt a negative or sarcastic response, should not be pretentious, should not be complex and meaningless.Moreover, exploratory research and inductive research methodology are used for analyzing of rhetorical figures in advertisement slogans, because there is no hypothesis. Also secondary research and content analysis are examined in this thesis. There are 103 brands listed as the most memorable brands according to a research of A.C.Nielsen. These brands and the competitors of these brands are analyzed throught the rhetorical figures on their slogans. Rhetorical figures can be classified according to their some of the specialties such as; phonetic devices, orthographic devices, morphological devices and semantic devices. Thus, there are twenty-one rhetorical figures analyzed and observed in this thesis.Finally, usage of rhetorical figures in advertising slogans is observed in this thesis. As it is presented in the tables, slogans of the 206 brands have been watched, read and analyzed. Through this analyse, it could be resulted that rhetorical figures on advertising slogans provide a brand image in the mind of consumers. Usage of the rhetorical figures in advertising slogan is widespread in the world and in Turkey, as well. Companies in Turkey should be aware of the effect of the importance of rhetorical figures in the market. This thesis will be helpful for improving attention about rhetorical figures.