Abstract:

The lively, impressive, vivacious world of advertising associates the product with life and the universes built and the created fictional worlds in the commercials include plenty of images. In our age our environment is almost surrounded by the employed visuals and images. In this context as the elements construing meaning are examined in text analysis not only these elements, but also the relationship between them, the created impression and all of the employed techniques should be considered as well. Myths, ideologies, and connotations are hidden in the image. Thus besides the apparent meaning, the hidden meaning of the text is possible only through an advanced reading. Visual semiotics, while analyzing visuals and images with a structuralist approach, provides access to the hidden meaning, ideology and values in the text. Today images have become more interesting than the originals. The first thing semiotics question is how meaning is created rather than the meaning itself. In this study; the power of image, within the scope of the visual culture and visual semiotics theory, analyses how meaning is built through the virtual images, plot and narrative structure in robot themed television commercials of Vestel and Arçelik companies.

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