Traditional images used by global brands on tv commercials, comparative analysis of tv commercials of the same brands in four countries (Saudi Arabia, Russia, USA, Turkey)

This thesis aims to present the traditional images of global brands that are used in TV commercials of four different countries. While the first chapter of this study deals with the concept of brand and global brand, the second chapter explains the theoretical framework for the concept of advertisement and images. In the final chapter, semiotic analysis is being carried out in the use of traditional images in Tv commercials, which are the essence of the study. Traditional images have serious influence on target audience, on their choices of prouducts and services. The main goal of advertising is principally persuading people; henceforth all kinds of elements that could increase persuasion is within their field of interest. The traditional images are one of the most important factors that increase persuasion. Consequently, all of the three different global brands analysed in this study are going on with the use of traditional images in Tv advertisement in four countries. In addition, some traditional images that are used intensely in Tv advertisements provide an important data in terms of traditional images depicting the type of targeted sector. The importance of studying the traditional images of the regions before the process of advertising with the target group will appear to be clear in the tables of similarities to be clear in the tables of similarities and differences. Within the study, it has been observed that there is a specific traditional image orientation in global brands selected from different sectors. Therefore, this is an indication that the global brands are conscious about which traditional images they will use in television advertisements. Key Words: TV Advertising, Global Brands, Traditional Images, Usage of Traditional Images in Advertising, Turkey, Russia, USA, Saudi Arabia