The role of visual metaphors in fashion advertising with graphic design tool: An semiotic analysis on Elle and Cosmopolitan magazines

In this study, a research was carried out on the concept of the widely used visual metaphor to bring the message to the target in advertising and other marketing communication studies The general aim of the research is to find out what are the meanings hidden in visual metaphors used in fashion advertisements and what codes are used to generate this meaning process. In order to reveal these meanings, Roland Barhes's approach to the meaning of the meaning was examined and the visual metaphor literature was examined in the advertisement. Phillips and McQuarrie (2004) used 9 magazine categories as a model in the research and conducted a research using magazine advertisements determined by sampling method aimed at using the typology of visual metaphors. In this study, unlike previous works on metaphor use in magazine advertisements, the relations between visual metaphors were examined and the semantic method was used to reveal hidden meanings underlying cosmetic fashion advertisements containing visual metaphors.