Pleasure concept and visual code matching in advertisement messages in women's journal

ABSTRACT The concept of advertising, one of the most effective tools of communication between the business and the target group in public relation studies, nowadays has changed from an information-centric approach to a meaning-centric approach. The general aim of our work is to examine the compatibility of the concept of pleasure with the visuals codes in advertising messages in women's magazines and to reveal whether or not the readers of these magazines perceive these codes. In parallel with social changes, today's advertisements, we make the assumption that "the codes of pleasure are common". In accordance, we have chosen as a sample six advertisements present in women's magazines which include notions of pleasure. We have aimed to examine these advertisements within the semiological analysis methods of Roland Barthes, where theories in semiotics aim to investigate the relations of all communicational signs amongst one another. In this sense, our study has included a general description of advertising on a pragmatic level, and has further examined the differences in perception, attitudes and behaviors of the target groups of said advertisements Key Words: Public Relations, Advertising, Pleasure, Semiotic.