Analyzing the use of fairy tale characters in advertisements from the perspective of semiology

Advertisement is one of the most important media which creates awareness about a product or service and targets buying. Advertisement uses various appropriate symbols in order to communicate with consumers and impress them. At this point, Sociology, Linguistics and Semiology get involved. In this context, advertisers use their advertisements inspired by famous fairy tales or fairy tale characters in various media. As a research topic, the use of fairy tale characters in printed media was reviewed from the perspective of Semiology and Semiotic analysis was made. In this study, Peirce's and Saussure's works on Semiology was reviewed, advertisement analyses and visual analyses were carried out in the context of Roland Barthes's Denotation and Connotation terms.