A semiotic analysis of the prominent visual elements in award-winning outdoor advertisements

In today's communication environment, the rise of branding, diversification of communication channels, shorter consumer attention spans, and the visual intensity of daily life have made it necessary to design outdoor advertisements that are both striking and multi-layered. Brands now go beyond promoting products; they seek to secure a lasting place in consumers' minds and build emotional connections. This study analyzes where and how visual elements are used in award-winning outdoor advertisements and which design principles support them. Specifically, six advertisements that received the Crystal Apple Award in the Outdoor Advertising Category at the 34th Kristal Elma Festival (2022) were examined. The aim is to identify visual factors contributing to their success. Data were collected from the Kristal Elma Festival website using criterion sampling, a qualitative research method. The analysis is grounded in Roland Barthes' semiotic approach, which reveals multi-layered meanings through the relationship between signifier and signified. Visual elements and design principles were evaluated, and common features influencing the awards were determined. As the focus is on visual analysis, topics such as budget, marketing strategies, advertising performance, and measurement were excluded. The study highlights the creative and effective methods behind award-winning outdoor advertisements and shows that outdoor communication and design are not only aesthetic but also carry semantic value. The results reveal that layers of meaning and shared visual elements play a crucial role in the success of these advertisements.