Research Article

THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN

Volume: 1 Number: 1 March 1, 2011
Rengin Küçükerdoğan , İşıl Zeybek , Volkan Ekin
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The Turkish Online Journal of Design Art and Communication Cover The Turkish Online Journal of Design Art and Communication
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THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN

Abstract

Globalization is a process where economic, political, social and cultural values and the build up of these values are spread beyond the national borders to the world. This way, differing social cultures and beliefs gain recognition and the relationships between countries become ubiquitous. (Mc Chesney&Wood&Foster 1999:7). During this globalization process, advertising brings together a product or a service with a cultural symbol and presents it to audiences. According to this definition then, airline transport, which is a modern, fast, and prestigious mode of transport, has been largely affected by globalization. As a result, the intensifying competitive environment has led airline companies to shift from a more local market to a more global one. Advertising is often used to create brand recognition and value and, along with this, sports marketing practices, which is a new terminology, when the cultural symbols they use meet with target audiences, a platform of communication is created. In this study, by taking sports marketing as a starting point, the communication strategies of Turkish Airlines, which has taken great steps in terms of brand recognition, and the visual and linguistic messages of their advertising campaign “Globally Yours” will be analyzed. 

Keywords

Cultural symbols,global advertisement,brand communication,sports marketing,Turkish Airlines

References

  1. No references found

Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Rengin Küçükerdoğan This is me

İşıl Zeybek This is me

Volkan Ekin This is me

Publication Date

March 1, 2011

Submission Date

July 22, 2014

Acceptance Date

-

Published in Issue

Year 2011 Volume: 1 Number: 1

IZ

https://izlik.org/JA94FL93ZB

Cite

RIS / Bibtex
APA
Küçükerdoğan, R., Zeybek, İ., & Ekin, V. (2011). THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN. The Turkish Online Journal of Design Art and Communication, 1(1), 40-50. https://izlik.org/JA94FL93ZB
AMA
1.Küçükerdoğan R, Zeybek İ, Ekin V. THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN. TOJDAC. 2011;1(1):40-50. https://izlik.org/JA94FL93ZB
Chicago
Küçükerdoğan, Rengin, İşıl Zeybek, and Volkan Ekin. 2011. “THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN”. The Turkish Online Journal of Design Art and Communication 1 (1): 40-50. https://izlik.org/JA94FL93ZB.
EndNote
Küçükerdoğan R, Zeybek İ, Ekin V (March 1, 2011) THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN. The Turkish Online Journal of Design Art and Communication 1 1 40–50.
IEEE
[1]R. Küçükerdoğan, İ. Zeybek, and V. Ekin, “THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN”, TOJDAC, vol. 1, no. 1, pp. 40–50, Mar. 2011, [Online]. Available: https://izlik.org/JA94FL93ZB
ISNAD
Küçükerdoğan, Rengin - Zeybek, İşıl - Ekin, Volkan. “THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN”. The Turkish Online Journal of Design Art and Communication 1/1 (March 1, 2011): 40-50. https://izlik.org/JA94FL93ZB.
JAMA
1.Küçükerdoğan R, Zeybek İ, Ekin V. THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN. TOJDAC. 2011;1:40–50.
MLA
Küçükerdoğan, Rengin, et al. “THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN”. The Turkish Online Journal of Design Art and Communication, vol. 1, no. 1, Mar. 2011, pp. 40-50, https://izlik.org/JA94FL93ZB.
Vancouver
1.Rengin Küçükerdoğan, İşıl Zeybek, Volkan Ekin. THE GLOBAL ADVERTISING OF A LOCAL BRAND IN TERMS OF ANALYZING THE VISUAL CONTENT: TURKISH AIRLINES GLOBALLY YOURS ADVERTISING CAMPAIGN. TOJDAC [Internet]. 2011 Mar. 1;1(1):40-5. Available from: https://izlik.org/JA94FL93ZB


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