Abstract:

This research is done on advertising designs that are faced in a situation that the target audience never expected at a moment. The study discussed guerrilla advertising applied by Jay Conrad Levinson for the first time to allow low-budget firms to compete with high-budget firms. After that, it is not limited to low-budget firms and is also used by many firms to prove its effectiveness, the definition of guerrilla advertising has been made and explained by examples. The graphic design has been studied in which ways advertising is generally dealt with with the target audience. In this context, sources related to graphic design, advertising and development have also been studied. Unlimited designs made on behalf of Gerilla advertising are illustrated with images. Gerilla focuses on creative ideas and attention attraction, which are a common point in advertising and graphic design. Especially in today's competitive environment, the need to express different things to reach the target audience is highlighted. The sources related to the qualitative research method have been thoroughly investigated and studied. As a result, the need to develop a new concept in this context, where the term guerilla is insufficient, is defended.

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