Özet:

Personification, an approach which is being used from the first examples of advertising design until today, is based on anthropomorphism, the approach of attributing human motivations, intentions, emotions and characteristics to non-human beings. As advertising has gone from page to screen and even beyond the screen, the efforts of brands to get closer to the consumer have increased. In advertising designs in print and digital media, personification is used extensively to facilitate communication with the consumer, which is one of the main purposes of advertising. The personification approach tries to surprise the consumer and more importantly, to communicate by creating unique characters and images. In addition, the purpose of using the personification approach in advertisements is not only to make the consumer think of the products as living assets, but also to make the consumer react positively to the product, making the products more charming and reliable. In this research, a detailed examination of the visual personification in graphic design and advertising design has been made. The visual personification approach used in advertisement designs was examined on examples, and the design methods used in terms of graphic expression in advertisement designs created with this approach and their contribution to the meaning formation were investigated. It has been analyzed that personification in the examined advertisement designs is created by using design methods such as abstraction, metonymy, modification, analogy and deformation. As a result, it has been seen that personification method can be used in graphic design in terms of constituting a creative idea and a visual, besides it can contribute to the students' graphic production process when it is used in graphic design education.

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