İnsan ve Sosyal Bilimler Dergisi

Yazarlar: Merve TINGIR, Burak Erhan TARLAKAZAN

Konular:Sosyal

DOI:10.53048/johass.878626

Anahtar Kelimeler:Semiology,Advertisement,Fairy tale characters,Sign

Özet: 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. One of the issues addressed in advertising practices is fairy tales. The world-famous fairy tales and beloved heroes of those tales have been used and still used as an advertising element for brands. Automotive, cosmetics, food, clothing, etc. Some brands in the sector prefer to use this method to reach their target audience. Thanks to these tales known by the masses, on the one hand, the attention of the consumer is drawn, on the other hand, an interaction between the advertisement and the consumer can be established. 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.

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