Semiotic analysis of nostalgia ads

The purpose of this thesis study is to examine nostalgic advertising through semiotic analysis methods to reveal the information that elements of nostalgia give about the image of the brand. Between 2009 and 2018, nostalgic ads were selected and examined among TV ads that received awards at the Effie or Crystal Apple advertising awards. Roland Barthes' method of semiotic analysis was used in the analysis, and the flat and side meanings of the indicators were examined. What nostalgic elements say about the message and brand image they want to give to the consumer through indicators has also been examined. Keywords: Nostalgia, nostalgia ads, personal nostalgia, historical nostalgia, semiotics, Roland Barhes