ADVERTISING PRACTICES OF GLOBAL BRANDS IN THE TURKISH WORLD

Authors : Merve Tıngır

Pages : 488-503

Doi:10.7456/tojdac.1799151

View : 111 | Download : 385

Publication Date : 2026-01-01

Article Type : Research Paper

Abstract :Today, to differentiate themselves or gain a foothold in the local market, international and local brands utilize cultural identity elements in their advertising campaigns. The use of cultural values from the Turkish world by renowned brands in advertising campaigns is crucial for the commercialization of products and brands. The accurate and effective use of local values strengthens brands connection with local consumers. Graphic design effectively designs product and cultural elements in advertising presentations to accurately convey the message to the target audience. The research examines examples of the use of cultural values from Turkey, Uzbekistan, Kazakhstan, and Azerbaijan in advertisements. Qualitative research and semiotic analysis were employed to examine how some renowned brands (Algida, Yandex, Finish, and McDonald\\\'s) specifically designed for these countries utilize Turkish cultural values. The research examines how brands use traditional cultural motifs from the Turkish world in advertisements. The research reveals how these symbols reproduce their traditional meanings in design. The research demonstrates that brands convey the cultures of the countries studied through their products, and in some advertisements, traditional motifs are used solely for decorative purposes, lacking contextual depth.
Keywords : Türk Dünyası, Kültürel, Reklam, Göstergebilim, Grafik Tasarım

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