As examination on the cultural elements used by global brands in their glocal advertisements in Turkey

As globalization has influenced commercial, political and cultural fields in particular, the world has converted into a quite different structure compared to the previous period of globalization. Global trade has become easier and spread through the development of transportation and information tools which makes has provided the global companies with the opportunity to operate globally with a freedom of movement with no place and no time. Countries with original cultural structures underwent a number of changes and transformations with the products/services and habits that multinational corporations have attached to their cultures. These changes have brought with it the criticisms of conversion of local cultures into a single homogenous culture, however in the multicultural world structure; local cultures continue to maintain their validity and strength today. Another effect of globalization is on the relationship between brands and customers. Consumers, who have risen awareness with the advantages of globalisation, become more selective with respect to products / services, the functional differences of which have been greatly reduced. In this context, the emotional benefits that brands have to offer to their consumers come to the forefront. Namely, brands have to adopt a more understanding, close and warm approach to their customers. For this reason, advertising messages for the brands must be more subjective and affinity-establishing messages. With regard to consumption, where cultural differences are important, advertisements must also be designed in accordance with the cultural structure. In this respect, glocal advertisements are important for multinational brands to communicate meaningful messages in different cultures. In this study, it was analysed how and in which manner the elements specific to the Turkish culture, that were used by multinational brands in their glocal advertisements broadcasted in Turkey, are used, by use of the method of semiotics analysis. In the glocal advertisements worked on, it was observed which cultural elements of Turkish culture, such as warmth, humour, family ties, value of effort, nationalistic feelings, traditions and rituals were used.