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    A semiotic research upon the marketing communication of global fashion retail brands
    (İstanbul Bilgi Üniversitesi, 2019) Makas, Bilge; Sanje, Gresi
    Brands constantly use signification and meaning creation systems to create strong and permanent identities in the minds of their consumers. Semiotics, the study of signs, is a resourceful approach to understand and deconstruct these sign systems. The signs and semiotic approach brands use, however, might be controversial from time to time. Inspired by the sample controversial advertising campaigns, this study aims to research on the culturally structured sign systems of global fashion retail brands and their advertisement images. Roland Barthes and John Berger's methodologies and Saussure's structural approach will be used to find out whether or not certain signs of advertisement images or strategies might be derogative and what makes it derogative for some cultures around the world. Today, Semiotics is not restricted only to visual signs or narrative content analysis. Anything that can be interpreted as a sign opens a research window for Semiotics to be actively adopted. Since marketing is a practice that always tries to establish a permanent existence in the minds of consumers and probable customers, marketeers also use signification systems consistently. in this study, using Barthes' and Berger's methodologies in addition to Saussure's structural approach to semiotics, it has been seen that some advertising campaigns or certain images can be perceived as derogative on a cultural level.