Semiotic advertising analysis of competitor brands

Today, the purpose of advertising messages; to increase consumption, which is the basic ideology of capitalism, to direct people to a constant consumption habit and to ensure that this ideology is settled in the minds. In this thesis, it is explained how advertisers develop various strategies and use different persuasion abilities in order to direct consumer behavior to achieve these goals. Advert texts attract attention with their content that has a great impact on consumer behavior and create certain meanings in the thoughts of consumers, they use signs and symbols for this purpose. In order for the advertisement texts to be successful, it is also observed that manipulation is done by using the traditional habits established in the society. It is seen that the effect of advertising texts on the consumer directly affects the sales success and this is an important factor in determining the market position and future of the companies. Ads; It has the ability to place the brand in the mind of the consumer and increase or decrease its value through various visual and auditory elements. Generally, it is aimed to create a sense of trust in the consumer by using scientific language in advertising texts. In our study, it is explained that semiotics is a discipline that reveals meaning structures through the analysis of symbols in advertisements. In addition, it has been stated that brands are used as symbolic signifiers and give consumers a special identity. It has been understood that the brand image is placed in the mind of the individual through advertisements over time, and it has been seen the success of the brand is depends on the symbolization of things which is valuable for the consumer. In this thesis study; Advertising analyzes of Coca-Cola and Pepsi, Burger King and Mc'Donalds, Yemeksepeti ve Getir, Elidor and Pantene brands were made. These analyzes made within the framework of semiotics; It is intended to contribute to a better understanding of the advertising texts prepared for popular brands and to future studies in this field.