Yaratıcı Basın İlanlarının Görsel Metaforlar Üzerinden İncelenmesi

Visual designs in press advertisements are considered as an important indicator in terms of creative ideas and artistic potential. These indicators are used as metaphors, figurative expressions and metonymy in press advertisements and thus brands try to attract the attention of the target audience and increase their desire to purchase. In an environment where consumer behavior is constantly changing, access to information is becoming easier and competition is increasing, the printed media sector makes great use of visual metaphors, especially for the consumer to distinguish the brand from other brands, to be able to notice it and to ensure the permanence of the brand. Visual metaphors are added to the messages intended to be given to the consumer and different meanings are attributed to the message. The study aims to understand the effects of these metaphors on communication processes by examining the visual metaphors contained in creative press advertisements in detail. Therefore, the study focuses on elements such as the meaning of creative visual metaphors, the messages intended to be conveyed with the visual used, the brand's image and the effect of the advertisement on the target audience. In the study, which examined creative press advertisements published on the Adsoftheworld website between 2019-2024, selected with a purposeful sampling model, semiotic analysis method was used within the scope of Roland Barthes' theory of denotation and connotation and systematic linguists George Lakoff and Mark Johnson's conceptual metaphor typology. The findings of the study were obtained from the visual metaphors in the creative press advertisements published on the Adsoftheworld website, and an applied study was carried out by designing two press advertisements in order to concretize these findings. The applied study, which was conducted to reveal the similarities and differences in the use of superficial and deep meanings of visual metaphors in different sectors, is important in terms of understanding the layers of meaning of metaphors. In addition, the study emphasizes the importance of how visual metaphors can affect the communication components of press advertisements by revealing the contribution of visual metaphors used in press advertisements to the advertising strategies of brands and the perceptions of consumers with the semiotic analysis method.