Photo manipulation in graphic design: Applications on guerrilla advertising

This study examines the role and impact of photo manipulation techniques within guerrilla advertising strategies in the field of graphic design. These visual intervention methods, which have become a significant part of creative advertising approaches, are used to attract the attention of the target audience, guide perception, and increase brand awareness. The theoretical part of the study explores the historical development of photo manipulation, the technical possibilities offered by digital design tools, and the application areas of these techniques in the advertising industry in detail. Additionally, evaluations based on sample guerrilla advertising campaigns analyze the effects of manipulated visuals on consumer perception. The content analysis method was adopted in the research, and through the examination of selected cases, the role of these visual editing techniques in delivering advertising messages to the target audience was revealed. The findings indicate that photo manipulation enhances the visual appeal and memorability of advertisements. With the widespread use of digital media and social networks today, the importance of visual content has increased even further, leading brands to incorporate more photo manipulation into their strategic communications. This study aims to contribute by offering suggestions on how these techniques can be used more effectively and ethically in future advertising campaigns. Furthermore, the study includes original poster designs developed by the researcher, thereby supporting the practical dimension of the subject with concrete examples.