Visual communication strategies in the process of globalization: Nescafé?s advertisements

It is observed that there is a limited number of analysis on the construction of visual communication strategies of a global brand. Since there is not a comprehensive survey in the literature about the visual communication strategies and symbols of Nescafé in Turkey this study becomes important with its originality. It is aimed that the visual communication strategies of Nescafé in Turkey will be elaborated in this study. In the study, symbolic consumption elements in Nescafé advertisements are inspected on the scale of Turkey and at the global level and visual communication items are analyzed by the methods of semiology. One of the conclusions in the study is that symbolic meanings were transferred to Nescafé and visual communication strategies were reconstructed with the influence of various developments in the process of globalization. As a part of the study, it is found that cultural motives are employed as creative elements in Turkey like other countries in the context of Nescafé advertisements and the messages given in the related advertisements are constructed as a part of interaction between global and local. Then, Nescafé, beside global ones, makes use of motives, symbols and life styles that are specific to Turkey in its advertisements in this country.