What Sports Advertising Tell to Us? Semiotic Analysis

Abstract

A very important parts of TV commercials are the messages and how they convinced people. In addition, the information given in commercials may contain messages that seem like a fact however, they may not be true. To understand these commercials it is more beneficial to observe how they say instead of what they say. In many studies (Ferreira, et al. 2006; Muratović, et al., 2014; Pyun, et al., 2012) it is stated that consumers positive attitudes are developed to products which are in the commercial that use sports image. In this context, the purpose of this study is to criticize the TV commercials that’s use sports image by using semiotics-analyzing method. Clear Men, Türkiye Finans (Turkish Finance Bank ) and TEB economy commercials that are broadcasted on television channels in Turkey were chosen by using purposive sampling. Selected commercials are analyzed by semiotics-analyzing method. The result of this study indicated that these companies are using sports image effectively in TV commercials with various advertising strategies to achieve their marketing objectives. Using sports image in TV commercials does not only contribute the companies but also contribute sports image and popularity of the athletes. This relationship between sports and commercials has a crucial effect on development of each other. In light of this information, it can be state that researches on sports related commercials are so useful for sports managers and advertisers.