Reflections of brand localization on advertising graphic design: The case of Coca-Cola Turkey

Growing continuously since it's existence, globalization started to merge with localization at some point. With that, the period of "think global, act global" replaced by the period of "think global, act local". In the year 2000, Coca-Cola went even further and begin to practice the strategy of "think local, act local". So, with the leadership of Coca-Cola, globalization has completed its evolution in the direction of localization. Brand localization of global companies have reflections on graphic design too, as it is one of the most important tools of advertising. By examining advertising graphics through the methods of semiotics and art / design analysis, it will be revealed that, which general concepts are used in the ads within the brand localization of global companies, and in which forms that they reflect on graphic design. Key Words: Globalization, Localization, Brand Localization, Graphic Design, Advertising Graphics