Özet:

Advertisements with cultural motives penetrate almost every area of people’s daily lives. The elements that address the sense of vision in advertising are colors, objects, written expressions, while the elements that address the sense of hearing are music, sounds and silence. The visual and hearing elements that build human perception are formed according to the cultural characteristics of societies. Advertising music determined by consideration of visual indicators; sometimes it plays an important role in memory while promoting the brand. In this context, in the framework of the study, hearing and visual elements that reflect the Turkcell culture are widely placed in Turkcell's "We are very attractive" advertising is selected as a sample, analyzed by indicative method. Ferdinand de Saussure has shown and demonstrated the two-dimensional indicator analysis method to identify how cultural indicators are coded and the meanings that are wanted to be transmitted to the target audience have been attempted to be resolved through the arrangement and burning distinction indicated by Roland Barthes. In advertising, hearing indicators are presented along with young and dynamic human indicators that reflect Turkcell’s brand personality and non-substantial cultural values that reflect Turkcell’s culture. In order to establish a strong connection between the target audience and the brand, turquoise from various locations are used, while the target audience is given a "assistance" message, while the strength of the coverage area is also attracted. In the advertising film it is also understood that the promotion of many cultural, natural and historical sites from the various cities of Turkey is aimed at attracting the attention of local tourists to nature and mountain tourism.

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