Semiotic Analysis of Multinational Brand Advertisements in the Context of Glocalization

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dc.contributor.authorErdoğan, Uğur
dc.date.accessioned2025-03-26T15:54:37Z
dc.date.available2025-03-26T15:54:37Z
dc.date.issued2023
dc.departmentİstanbul Esenyurt Üniversitesi
dc.description.abstractWith globalization, in order for brands to be successful in international markets, the products or services offered must be produced and marketed by taking into account the cultural elements of that country or market. While globalization was a new paradigm in international trade until recently, today, from a branding perspective, it has lost its initial effectiveness with the fact that consumers no longer feel affinity with the standardized products of global brands. Thus, the effect of local features emerged, and with it a new term, glocalization, which encompasses the global and the local, emerged. Glocalization encourages brands to “think globally and act locally” and does this by localizing certain elements of that brand to suit a particular country, using the global brand. Today, brands operating in different cultures apply to the glocal advertising strategy. The concept of glocalization, which is formed by the integration of globalization and localization and the combination of the words, has been widely used recently. In this study, it is analyzed how multinational brand advertisements use glocalization as a strategy. In this direction, advertisements of Lays, Sensodyne, Algida and Vodafone brands are analyzed by semiotic analysis method. Analysis results show that brands use glocal advertising methods specific to Türkiye.
dc.identifier.doi10.17680/erciyesiletisim.1274150
dc.identifier.endpage648
dc.identifier.issn1308-3198
dc.identifier.issn2667-5811
dc.identifier.issue2
dc.identifier.startpage631
dc.identifier.trdizinid1192430
dc.identifier.urihttps://doi.org/10.17680/erciyesiletisim.1274150
dc.identifier.urihttps://search.trdizin.gov.tr/tr/yayin/detay/1192430
dc.identifier.urihttps://hdl.handle.net/20.500.14704/624
dc.identifier.volume10
dc.indekslendigikaynakTR-Dizin
dc.institutionauthorErdoğan, Uğur
dc.language.isoen
dc.relation.ispartofErciyes İletişim Dergisi
dc.relation.publicationcategoryMakale - Ulusal Hakemli Dergi - Kurum Öğretim Elemanı
dc.rightsinfo:eu-repo/semantics/openAccess
dc.snmzKA_TR_20250326
dc.subjectİletişim
dc.subjectİşletme
dc.subjectAsya Çalışmaları
dc.titleSemiotic Analysis of Multinational Brand Advertisements in the Context of Glocalization
dc.typeArticle

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