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Abstract


SEMIOTIC ANALYSIS OF ADVERTISING IN TERMS OF TRADITIONAL AND MODERN CONCEPTS “MNG KARGO ASTRODON ADAM”

Today, communication and industry have been developed in the consumption community in the form of similar and various products have led to the formation of. When companies launched new products, it is much easier for competitors to introduce a product that is similar to or superior to this product. In this environment, the need for good marketing and advertising activities is emphasized in order for the products to be distinguished from their competitors and the consumer to be ranked first in the list of preferences. Advertising is one of the most important means of accomplishing this business today. In order for advertising to be permanent and effective, the culture and general judgments of the social structure in which it is present have an important effect. In this context, in order to strengthen the relationship between buyers and brands in advertisements, attractors are used. This is a conscious motivation process. In this study, the investigation of MNG Cargo advertising was carried out and analyzed with semiotic method and content analysis. The advertisement film, which is one of the important indicators that reflects social roles, has significant features with visual and linguistic messages while giving ideas about identities. The aim of the research is to show how the characteristics of consumer culture are presented to individuals through advertisements by adding material and spiritual values, and how it has an impact on society by using the means of semiotics. The analyzed ad film enters the emotional world of the target audience and transforms the products into a tool for social relations.



Keywords
Mass Communication Tools, Consumption Culture, Advertising, Semiotics, Modern - Traditional Charm



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