Browsing by Author "Oransay, Ezgi"

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    Master Thesis
    Lüks ürün reklamlarındaki göstergeler: Kişisel lüks ürün reklam afişleri üzerine göstergebilimsel bir inceleme
    (2017) Oransay, Ezgi; Sabuncuoğlu, Ayda
    In this study, we analyzed the colors used in the advertisement of luxury products in the category of personal luxury products (clothing, perfume, cosmetics, jewelry, watches, etc.) To determine which colors were used as luxuries in luxury advertisement banners, whether star strategy was used as an advertising attractiveness method, It is aimed to obtain data about the size and color of logos used. The research carried out in this context has utilized the methodological analysis method. Of the advertising banners determined by the purposeful sampling method, the advertising banners of 57 luxury brands, including 30 female luxury advertising banners and 27 male advertising banners, were analyzed. Findings of these analyzes; Colors of luxury, star strategy and logo were evaluated in 3 categories. According to the results obtained from the semiotic analysis of advertising banners belonging to luxury brands; Luxury brands have often used star strategy in their advertisements. These data have been found to be evidence of the use of star strategy in advertising for luxury brands. The results show that the use of logos in luxury advertising in the light is used in the smallest size to confirm the literature. In addition, the logos used in luxury advertising appear to be used in white, rather than black and dark colors, as opposed to the data given in the literature. Finally, it has been seen that the luxurious colors of luxury advertisements have been widely used. Keywords: Personal Luxury Product, Luxury Advertising, Luxury Brand, Luxury Product, Logo, Star Strategy, Luxury Colors