Cultural differences of visual metaphor usage in printed advertising

The signs have substantially covered the life of modern man. Together with consumption, brands make use of signs to make a difference in the market, increase persistence and guide the consumer towards the buying process. The aim of this study is to reveal the place of metaphor through advertisements, how it affects the target audience and in what communication ways. Metaphors have been created with an interdisciplinary approach within the context of semiotics, graphical and cultural analyzes with the signs and effects it has left on the consumer through culture. With the understanding of semiotics, which is one of the first historical approaches of metaphor, it is aimed to reveal the applications of metaphors used in advertising in the world on advertising samples determined by a selective method. In this respect, the reflections of culture on metaphorical messages were examined.