Özet:

The labour migration of Muslim minority groups had taken the attention of marketing professionals after the Second World War. Thus, new subcultures turned into special target audiences and hereby, ethnic marketing concept disseminated in Europe. From this point of view, susceptibility to halal food in European markets has increased recently. In this study, which examines the usage of halal concept as a religious element in ethnic marketing, television commercials of brands targeting Turkish emigrants in Europe and emphasizing halal products are taken into consideration. The sample group of this study is made up of advertising spots chosen from different brands. These spots were analyzed according to case study method. Within the context of this study cultural elements, which support visual and auditory elements used in commercials, were also examined while highlighting the concept of halal.

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