Kahramanmaraş depremleri sonrası ulusal ölçekte sosyal yardımlaşma projesi kaynaklı reklam filmi örneği ile kültürel unsurların göstergebilimsel analizi

In this study, the "Gönül Bağı" advertisement, prepared for the promotion of projects implemented by the Turkcell communication company following the earthquake disasters centred in Kahramanmaraş on February 6, 2023, was analysed using a semiotic approach. Using the principles of semiotics, the way in which the meaning was designed, presented, and conveyed in the commercial was investigated. The textual and visual elements of the advertisement were examined, and the denotations and connotations it contained were analysed. The study aims to understand how Turkcell conveys the messages contained in the ad by making use of cultural elements by creating a semiotic analysis of its "Gönül Bağı" advertisement. The study contributes to understanding the semantic world of the ad and evaluating cultural contexts by presenting a semiotic analysis of the social responsibility-themed advertisement. This study has tried to be revealed by the advertising analysis method of Roland Barthes, which has been accepted in the literature. It has been determined that the linguistic, unencrypted visual and encrypted visual messages used in the advertisement aim to establish an emotional bond with the audience and that the call function of the language is used. It was concluded that the messages of social sensitivity, unity, solidarity, helping, sharing, being hopeful, healing wounds together, creating opportunities, protecting culture, and development were implicitly given.