An analysis of car's ads in digital media

The audio-visual and tactual advertising messages we come across often in every environment in our daily lives have surrounded us through mass media in this century called the technological era. The advertising messages which can be defined as "a whole set of hidden symbols" in visual, linguistic or auditory terms, activates the target audience's imagination in a way by evoking "new and different feelings and passions" in their imagery. The study analyzed how the visual and linguistic indicators in car advertisements in digital media and focus group study was conducted to show how the indicators were perceived. The conceptual framework was presented in the "Communication Activity" and "Advertisement Concept and Historical Process" sections of the study. And in the following section, advertisement messages selected as research samples were investigated with the semiological method developed by Roland Barthes to reveal how the meaning is conveyed in the planes of form and content. The findings of the focus group study; aimed at revealing how the indicators in advertising messages are perceived, are also included in this section. And in the last section, all of the findings have been evaluated. Keywords: Car advertisements in digital media, semiology, Roland Barthes, visual and linguistic codes, meaning making