SİYASAL REKLAMLARIN GÖSTERGEBİLİMSEL ANALİZİ: XIV. CUMHURBAŞKANLIĞI SEÇİMLERİNDE KULLANILAN “AŞKINAN ÇALIŞAN YORULMAZ” VE “HAYDİ TÜRKİYE!” REKLAM FİLMLERİ ÖRNEĞİ
SEMIOTIC ANALYSIS OF POLITICAL ADVERTISEMENTS: THE EXAMPLE OF “AŞKINAN ÇALIŞAN YORULMAZ” AND “HAYDİ TÜRKİYE!” ADVERTISEMENT FILMS USED IN THE XIV. PRESIDENTIAL ELECTIONS

Summary/Abstract: Today, political advertisements prepared and implemented using mass media are among the most active tools of the period in which political campaigns are carried out. Thanks to the political advertising campaigns carried out, it’s aimed to influence the voters through persuasion methods. In this way, it’s claimed that political candidates and parties can increase their success and rise to power with the message strategies planned within the framework of political advertisements. Based on that point, the aim of the research is to conduct semiotic analyses of the advertising films titled “One Who Works with Love Never Tires” prepared for Recep Tayyip Erdoğan and “Come on Türkiye!” prepared for Kemal Kılıçdaroğlu, candidates in the XIVth Presidential Elections, with the purpose of examining their structures. Semiotic method was used in the study. As a result of the analyzes and findings obtained in the categories of general description, narrative structure, target audience and meaning, the emphasis in the commercial film “One Who Works with Love Never Tires” comes to the fore that “the necessity of continuing the existing order is emphasized and only Recep Tayyip Erdoğan can achieve this”. “Come on Türkiye!” emphasized “the necessity of changing the existing order and the importance of voting for this”. The fact that target audience was the same in both commercials was reflected in the indicators and similar signifier-signified schemes were obtained. However, in the “One Who Works with Love Never Tires” commercial, it has created noticeable differences in the signifier-signified schemes with “mosque” and “tunnel,” while in the “Come on Turkey!” commercial, it highlights distinctions with “disabled individual” and “social media”.

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