Özet:

Corporate social responsibility campaigns are among the public relations practices that have come to the fore in recent years. Corporate social responsibility activities are emphasized in line with many purposes such as the efforts of institutions to differentiate from each other in the increasing competitive conditions, the desire to contribute to the corporate reputation and image, the concern to expand the market share, the development of loyalty in existing customers and attracting potential new customers. One of the striking points in these projects is the execution of projects within the framework of corporate partnerships. Partnerships are important in terms of developing a sense of responsibility that can create trust in the target audience on various issues. Reaching the target audience of these activities is important for the organization to achieve its purpose. The effective way for this is to develop advertising studies. Institutions, they reach the masses with their effective advertising activities and improve their corporate image and reputation. The aim of this study; The aim is to reveal how the advertisements that appeal to the concept of corporate social responsibility with a project partner are strategically constructed. In this framework, the primary goal is to determine to what extent corporate partnerships are displayed in advertisements and by which elements the visibility of corporations in advertisements is achieved. Within the scope of the study, advertisements published with the slogan "With the Love of the Country" in partnership with Garanti BBVA and TURNEPA and with the slogan "Beautiful when Clean" in partnership with the brand Cif, Kızılay and Istanbul Metropolitan Municipality were analyzed by semiotic analysis method. As a result, the partnerships are clearly displayed in the advertisements, the logos of the partners are presented in many indicators such as vehicle, place, clothing, It has been determined that the commercials broadcasted are designed in accordance with this strategy.

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