A study on the analysis of advertisement messages' in event marketing

Special Events have gained importance rapidly in the last two decades due to the great developments and to the financial earnings created by them. These positive effects have showed itself in tourism industry. Therefore, it is important that the sustainability of these events that have high potential to attract visitors. Nowadays, the implementation of successful marketing strategies is one of the key factors in the success of events. In this period of the expectations of visitors and increased choices, maintain the correct execution of marketing communication strategy is vital in terms of effectiveness and retention of sustained competitive advantage. Events that take place in a specific time period, determined to call for the right audience and effectively, is vital in order to ensure the continuity of the organization. This provides through advertising messages that one of the marketing mix elements of the promotion. In this research, advertising message content is investigated through the analysis of Berlinale and Cannes Film Festival's official posters. For his research findings, a qualitative research software program and semiotic analysis are used and are supported with literature research. The findings of the research, the effectiveness of the advertising message is expressed with the use of visual symbols and signs and marketing strategies of the organizations directly impact to the messages . Key words: Event Marketing, Advertising, Printed Advertising, Film Festivals.