Abstract:

The ability to be a social and cultural text of advertising to be successful depends on the establishment of an emotional connection between the consumer and the consumer. This connection can only be established by acting like them and thinking like them again, that is, by understanding and using the cultural values that have shaped them since people existed. Each society has its own culture, and these cultural differences are most expressed in the language. Therefore, another fact that has an important function in advertising and marketing is also the language. In this context, according to the theories of intercultural communication, in high-context cultures, such as Turkish culture, a more complex, indirect form of communication is preferred in order to maintain the group consensus during communication. In low-connected cultures, such as German culture, individuals express their feelings, thoughts, or desires clearly. In such communities, only the necessary information is provided during communication, the excess of information is avoided. In this study to determine whether these differences between cultures reflect in the advertising language, the direct and indirect communication phenomenon used in the language of various automotive advertisements published on Turkish and German television between 2021-2022 was studied from a cultural-linguological point of view and analyzed in the framework of intercultural communication theories. At the end of the study, in automotive advertisements published in Turkey, it is often found that the indirect form of communication in which meaning is used rather than message is transmitted from context, and in automotive advertisements published in Germany, the direct form of communication in which messages are transmitted clearly and clearly, therefore, the cultural facts are used in advertisements.

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