REKLAM AFİŞ TASARIMINDA YARATICI ELEŞTİRİ YAKLAŞIMLARI
CREATIVE CRITICISM APPROACHES IN ADVERTISING POSTER DESIGNS

Summary/Abstract: Poster design is one of the most powerful tools of visual communication. In highly competitive markets, brands need to find creative and effective ways to attract attention. Humorous criticism stands out as a strategic tool for both attracting consumer interest and emphasising differentiation from competitors. Therefore, the use of creative criticism in poster design should be considered a critical form of communication in terms of brand awareness and consumer loyalty. This approach helps brands strengthen their relationship with consumers while making them stand out in competitive markets. The use of creative criticism in poster design has a positive impact on consumer perception and brand image, producing lasting results for brands. In this study, the effect of creative criticism in advertising posters was examined theoretically through a literature review, and concrete findings were obtained by conducting a visual content analysis on selected examples. Academic studies in the fields of graphic design, advertising, and marketing were evaluated, and how humour and comparative advertising poster designs are used in brand competition was discussed. Advertising posters belonging to brands such as Volkswagen-Nissan, PepsiCoca-Cola, Burger King-McDonald's, BMW-Audi, Apple-Samsung, and FedEx-DHL were selected as samples, and these poster designs were analysed in terms of visual elements and message strategies. As a result, it was observed that the brands examined used creative criticism as a strategic communication and perception management tool in their advertising poster designs. This approach enabled the brands to go beyond simply promoting their products and successfully guide consumer perception through competitive interactions with their rivals. Thus, the brands' strategic positioning was also strengthened. Future research should examine the effects of creative criticism in digital advertising, cultural differences, and the emotional impact of visual elements on consumers. Additionally, studies should be conducted on how the use of advertising posters on digital platforms transforms the relationship between brands and consumers.

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