Graphic design and guerilla advertising

This research is about the advertising designs those come to target audience's way in unexpected times and situations. This research deals with the guerilla advertising which was applied by Jay Conrad Levinson for the first time on behalf of the low-budget companies to compete with high-budget companies. The definition of the guerilla advertising, whose efficiency was proven by use of not only low-budget companies but also many other companies, is made and explained by the aid of several examples. How the advertising paired with the graphic design which is the most important factor for reaching the purpose meet the target audience was examined. In this context, resources about graphic design, advertising and their developments were investigated. Uninhibited designs related to guerilla advertising were illustrated with visuals. Creative ideas and noticeability, which are the common points of guerilla advertising and graphic design were focused on. Especially in today's competitive environment, the necessity of expressing something different to reach the target audience was strongly indicated. The method used in this study is descriptive resources on qualitative-research methods were explored and analyzed in detail. As a result, the guerrilla term is not enough for graphic design and there is a necessity to develop a new term for design. Keywords: Graphic Design, Advertising, Advertising Channels, Guerilla, Guerilla Marketing, Guerilla Advertising