Özet:

The number of shapes and the intensity of use of the emoji language, which is formed by caricaturing the expressions in the virtual world, has increased rapidly in recent years. Advancing technology, the use of emojis systematically and consistently by the vast majority of the online population, the need for signs to express the mood when words are inadequate, the presence of ready-made expressions that are defined and transformed into shapes without the need to express emotions in long words and sentences, and the meanings expressed by emojis are made by everyone. Factors such as understandability are among the reasons for this growth. Emoji language, which is the fastest growing and developing language in the world, has found its place in the advertising language, which has its own characteristics, in order for the ads to fulfill their functions and to reach the target audience and achieve the desired effect. Within the scope of the study, the meaning of the word emoji, the functions and usage of emojis will be discussed. In this context, the linguistic structures of emojis and their functions as non-verbal communication will be examined. In order to reveal the effect of the use of emoji in advertising messages on the level of appreciation and how the advertisements created with emoji language are evaluated by the audience, a field study was conducted in which Selçuk University Faculty of Communication students were selected as a sample. As a result of the research, it was found that emojis are widely used in digital communication and emoji ads have a positive effect on the audience's liking level; It was determined that their attitudes were positively affected.

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