Özet:

While the concept of authenticity is considered as a strategic element in all communication studies, it is inevitable that brands also appear in image-oriented advertising in their marketing communication studies. Global brands, according to their positioning, create their own reputation and imagery, while benefit from various concepts, persons and indicators in a proper proportion to their communication strategy. In this context, on the one hand, research to determine the importance of the elements of the image and reputation concerned to the consumers is important, and on the other hand, marketing and advertising work using indicators according to the results of these research is important in brand communication. The use of celebrity in brand communication is also a fairly widespread reputation work and image transfer element. In this study, the example of the Rolex brand’s use of Roger Federer in digital, electronic and printed machines, in terms of the reputation and image transfer tips attributed to the brand, was conducted by a consumer survey and the indicators in advertisements in digital and printed machines were studied using Roland Barthes’ theory of “regularity” and “discrimination”. Thus, in advertising and brand communication, the reflection of the well-known indicators of use to consumers and the elements aimed at the concept of reputation all together, the complex structure of today's communication work is revealed.

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