Discourse Analysis for Ads in Turkey: Pegasus Airlines and Anadolujet

One of airline marketing activities is to encourage new passengers to air travel. For this purpose, mass media plays an important role to inform customers about promotions, such as tariffs and price, comfort, and service convenience of airline companies. In this context, television ads cover a large part of airline marketing activities to have passengers’ attentions. In this paper, current state of airline ads are determined within the framework of ads presentation with messages and social perspective. In line with this purpose, airline ads, after deregulation in Turkey, selected and are examined by Judgmental Sampling, and analyzed by using Critical Discourse Analysis (CDA). The study focuses on how two domestic airline companies (Pegasus and AnadoluJet) in Turkey manipulate audiences and de facto consumers by using ideological and hegemonic factors in their advertisements. For this purpose, As a result of discourse analysis, it is determined that airline companies in Turkey use rhetorical figures such as nationalism, socialism, capitalism, equity among society in ads to influence ideas and choices of audiences and de facto consumers.