ENRICHING THE MEANING WITH ASSOCIATIONS IN ADVERTISEMENTS: SEMIOTIC ANALYSIS OF TURKCELL FIBER ADVERTISING

Advertisements have an important place in the strategic communication management of brands. In today's advertising approach, brands associate imaginary worlds with lives consumers and aim to create strong meanings product for purpose differentiation from competitors. Associations are created help myths, various symbols metaphors used visual linguistic elements advertising. this way, functions such as creating new meanings, transferring enriching meaning performed. With semiotics, besides denotations recognized at first glance messages, hidden connotations text that not noticed sight can be analyzed. context, study is analyze analysis “Turkcell Fiber’den Ailelere Fiber Destek” advertisement reveal what kind associations order build minds consumers. question, expressions were deciphered by making use denotation / connotation distinction Roland Barthes put forward. As a result research, it was found brand uses enrich its power advertisement.