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The Role of Semiotics in Advertising from a Communicative Perspective

Summary/Abstract: Advertising is a symbolic message and semiotics, as a classical method, is widely used in advertising, especially in the processes of creating and analyzing messages. While developing strategies for advertisements to be effective, subjects such as signs, symbolism and consumer behavior are used. Advertising semiotics is one of the richest resources for studying communication and meaning in the marketplace. Semiotics also offers businesses opportunities in terms of communication. In the study, advertisement posters of Lipton's #konusalimartik ad campaign were chosen as an example. In this campaign, how the message that is wanted to be conveyed from an ideological point of view is conveyed through symbolic references has been examined with a "communicative perspective". Based on the theories of Ferdinand de Saussure, a pioneer in semiotics, analysis was made for each poster. As a result of the analysis, it was seen that certain symbolic messages were repeated consistently, thus making it easier for the target audience to adopt the message ideologically. It has been concluded that cultural symbols and symbolic signs successfully fulfill the expected meaning-transfer function, and that text and visual elements reinforce each other while at the same time reinforcing the meaning.

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