Instagram Ads of Automotive Companies from Semiotic Perspective

Öz

This study analyzes the Instagram posts of global automotive brands on their Turkish and global accounts within the framework of Roland Barthes’ semiotic theory. The study investigates how semiotic elements such as denotation, connotation, myth, metaphor, and metonymy used in advertising strategies shape consumer perception. While ads in Turkey often focus on cultural values such as family, trust, and resilience, universal accounts emphasize themes of innovation, performance, and sustainability. The research examines cultural codes by comparing the advertising strategies of Mercedes-Benz, Audi, BMW, Volkswagen and Honda. Advertising narratives and visual-verbal elements evaluate how global brands adapt to local markets. By emphasizing the increasing importance of digital platforms in marketing strategies, inferences were made on how brands can optimize their social media content. This study fills an important gap in the marketing and advertising literature by offering a comparative analysis g global and local advertising strategies. The study also examines how advertising adapts to cultural and sociological contexts, revealing how brands develop different narrative forms to succeed in global and local markets. The findings offer actionable recommendations for marketers and managers while suggesting new directions for future research.

Anahtar Kelimeler

• Semiotics
• local marketing
• automotive brands

Göstergebilimsel Perspektiften Otomotiv Firmalarının Instagram Reklamları

Öz

Bu çalışma, Roland Barthes’in göstergebilimsel teorisi çerçevesinde küresel otomotiv markalarının Türkiye ve küresel hesaplarındaki Instagram gönderilerini analiz etmektedir. Çalışma, reklam stratejilerinde kullanılan düzanlam, yan anlam, mit, metafor ve metonimi gibi göstergebilimsel unsurların tüketici algısını nasıl şekillendirdiğini araştırmaktadır. Türkiye’deki reklamlar genellikle aile, güven ve dayanıklılık gibi kültürel değerlere odaklanırken, küresel hesaplardaki reklamlar yenilik, performans ve sürdürülebilirlik temalarını öne çıkarmaktadır. Araştırma, Mercedes-Benz, Audi, BMW, Volkswagen ve Honda markalarının reklam stratejileri karşılaştırılarak, kültürel kodları incelemiştir. Küresel markaların yerel pazarlara nasıl uyum sağladığı, reklam anlatıları ve kullanılan görsel-sözel unsurlar üzerinden değerlendirilmiştir. Dijital platformların pazarlama stratejilerindeki artan önemi vurgulanarak, markaların sosyal medya içeriklerini nasıl optimize edebileceği konusunda çıkarımlar yapılmıştır. Bu çalışma, küresel ve yerel reklam stratejilerinin karşılaştırmalı analizini sunarak, pazarlama ve reklamcılık literatüründe önemli bir boşluğu doldurmaktadır. Ayrıca çalışma, reklamların kültürel ve sosyolojik bağlamlara nasıl uyum sağladığını inceleyerek, markaların küresel ve yerel pazarlarda başarılı olabilmek için nasıl farklı anlatı biçimleri geliştirdiğini ortaya koymaktadır. Elde edilen bulgular, pazarlamacılar ve yöneticiler için uygulanabilir öneriler sunmakta ve gelecekteki araştırmalar için yeni yönelimler önermektedir.

Anahtar Kelimeler

• Göstergebilim
• yerel pazarlama
• otomotiv markaları

Kaynakça

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