Abstract:

The changes experienced in the technological age with the effect of globalization enable the emergence of social media. In this case, the traditional media loses its influence and is replaced by the new media environment. Businesses turn to digital media to reach their consumers and announce their advertising campaigns through social platforms. Brands use discourses to make their target audience feel and instill a sense of belonging. While realizing their discourses, brands use very different tools and methods, including traditional media elements such as newspapers, magazines, televisions, presenters, columnists, as well as digital media opportunities such as social media platforms, phenomena. Influencers, who are very effective on the masses especially with digitalization, have become one of the phenomenon groups that convey the messages of brands to the target audience. It is observed that brands prefer influencers whose discourses best reflect their brand identity and personality and who have the potential to connect with their target audience in the strongest way. This study examines the cooperation of four influencers selected among the “Most Successful Influencers of 2021” published in Marketing Turkey through semiotic analysis. Dec. The data Deciphered by semiotic analysis were analyzed with visual rhetoric typology and it was revealed which elements influencers used to reconcile the similarity between discourse and visual rhetoric. This study is important because it will provide new perspectives on the field and is one of the rare studies conducted on brand discourse