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Feryal Günal, Zafer Tural
dress. The white blouses and blue skirts of the chorus constitute the student characters with its
similarity to the school uniform.
Throughout the movie, the microphone is seen on H. Virjin and Fox, which are the most
important figures of the movie. While Fox’s microphone being mobile and her sexy moves
highlight pornography, H. Virjin’s attack on a man audience with her microphone is a phallic
emphasis. All these indicators show the public perception of woman which is widely used in
advertisements.
That images are being created according to the way of seeing crystallizes place of
woman and man but especially the woman in the tradition of painting.
The image of woman is
objectified and she is approached as an object of the man. This way of woman assessment is
accepted with the beliefs coming from holly books and social values and that continues from
generation to generation. In the course of time, being an object seen and watched by men and
appreciated by others shapes her personality (Berger J. , 2006).
Taking a part in the advertisement as a queer role gives many opportunities for both
masculine and feminine expressions. H. Virjin in the presenter role of the show “features as
the figure of smart aleck, sophisticated, riposte having foul language sister/mother by
internalizing the roles of woman and recreating masculine viewpoint”(Canbulat, 2013). As a
sign of competition between women in male-dominated societies, Virjin with feminine
aspects intervenes when she realizes Fox takes more attention than the product. On the other
hand, Virjin represents man with his masculine, commanding and managing attitude and Fox
represents woman. So, woman is coded passive to man as in many advertisements.
Although it was really strict not to recognize different identities in Turkey, the identity
problem had chance to be argued out responsibly and appropriately after Zeki Müren and it
was easier to talk about queer identities in 1990s (Stokes 2011, p.113). Huysuz Virjin
character of Seyfi Dursunoğlu made it easier with his queer character. Just like Zeki Müren,
Huysuz Virjin is respected and watched by Turkish society without any prejudice. Though
Huysuz Virjin is just a character and, he is widely accepted and loved by the society. In the
advertisement, Fox and Virjin character allying creates an impressive situation in which gives
many messages like mother/daughter, masculine/feminine, agent/passivity, power/obedience.
3- Analysis of Sound Effects and Musical Expression
“Ferdinand Saussure thinks that he is indicative and indicator in music as well. The
expression of ‘We do not see any cause for not associating an idea with a phonetic sequence,’
and similar expressions of Jacques Derrida, saying ‘There is no music before language,’ are
expressions showing that music is symbolic. However, according to Attali, ‘Different from
words that refer to the signified, in the field of music, codes in the method of language are
never approached consistently. The point in here is ‘Language without meaning.’ The
meaning of the music is not a story, but unity of senses.” (Attali 2005, p.37). With this
context, musical elements are accompanying to the visual in television programs either in the
background as a means of expression or as a signal and by this way, carry out certain
functions: Jingle of advertisement, news or series; advertisement music, or music which
increases psychic effects or strengthens the message are most prominent ones.” (Kalyoncu
2009, p.44)
The known relationships between music and certain emotions are, broadly, based on
culture. A musical sentence or a sound is a reminder of the emotions it indicates. As in all
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The Semiotics Analysis Of Film The Commercial “Doritos”
indicators and indicatives, this reminder is shaped with traditions and is arbitrary. Music and
sound effect have an important role in creating realistic effect in television shows and films.
Musical choices and sounds are in the function of clue about the emotions audience feels
while watching (Berger 2004, p.12). When aforesaid music used in advertisement is
examined, if it belongs to social relativity, to which signified one music and sound effects
points is being examined easily.
Music used in the commercial film of Fritos Shots is chosen among popular music.
Canto, Jazz and Electronic music are the genres used in the commercial film. As for effects,
chorus is at the forefront. The main soundtrack in commercial film is ‘Ben Kalender
Meşrebim.’ This song is edited with intense bass and drum, as in the marches of football fans,
and in arouser, cheering, energetic and disco music style. Also, this song is vocalized with
different lyrics.
‘Doritos Akademi’ slogan which is used as an opening tune is vocalized by a two-
toned chorus that goes with quartet-raged tonic (ideefix 1). This vocalization is the most
famous musical cell that emphasizes ‘the rest’ in the best way in classic harmony. Two-toned
melodic structure that reaches from tonic to the dominant is a classic melodic cell used in
many commercial films with the effect of saying the last word decisively. The same ending
effect which is heard with the ‘beep’ syllable in main theme of song, which we will hear after
the entering with this cell, is used with a cell that is formed with a three tones, diatonically,
from dominant to tonic (Ideefix 2). This second cell, as being a diversification of the first cell
and classic ending expression which creates the same effect, both supports the first slogan cell
melodically, and also prepares the audience for the next song with ‘beep’ syllable. Ideefix 2 is
coding that the product is at the final point against other similar products by coding the effect
of that something perpetuating has ended and there is no more thing to say left. Afterwards,
the main theme of canto begins to be vocalized by chorus with again ‘beep’ syllable and
before the theme ends, the stem of the ceremony is interfered by Huysuz Virjin. Tension
which is stem from the song interrupted before reaching the tonic and the silence after the
interruption underline the emotion of wonder and keep the interest of the audience on.
The electronic effect which we hear when Fox holds the product, generally used in
science fiction movies when a digital door is opened or the sound is swung, continue to
underline the tension. This effect, which is coded to us by science fiction movies and which
means technological advancement, is heard when the product is seen first and when the
product meets with the model, Fox. By meeting with the packaged image of the product, the
effect, even for a fraction of a second, forms a perception telling the product is beyond
perfection in our unconscious mind.
The electronic sound effect, which is heard afterwards and which in general is
acquired from cymbal acoustically, is heard simultaneously with the scene of Fox’s eating the
product. This effect is an old and classical sound element that tells about a magical, mystical
and important moment which is generally expected to appear. Also, it tells that a spiritual
moment is about to come, in eastern mystical culture. Although it can be seen in different
styles, in western cultures, it is used as ceremonially. At the same time, this effect usually is
used for emphasizing important moments in circuses and illusionist shows with percussion
instruments such as, cymbal, bell or gong. Effect, with this usage, points that an important
moment is about to come by making the scene mystical, spiritual, magical or important. This
expected moment is the usage of the product and the metamorphosis experienced by Fox.
Because of this change’s impracticability in
logical world, the explanation
coded by the magic
explains the logical fragmentation to the audience.