HOW CORPORATE CULTURE IS REFLECTED INTO CORPORATE ADVERTISING? AN INVESTIGATION ONTO CORPORATE ADVERTISING IN TURKISH FOOD SECTOR

Abstract

Author(s): I??l KARPAT AKTU?LU, Yeliz YAPICIO?LU AYAZ

People who live different parts of the world have specific culture since their existence. Just as culture every society differentiates itself in every society, corporations have diffetent corporate cultures as a sign of their own identity. Every action is seen which brand identity is created according to its own cultural atmosphere, it has an effective role and it becomes a guideline. Brands use television channels to reach to a larger audience and broadcastes their corporate advertisements periodically to express themselves in a good manner, explains what corporation does, and what they will do for future and represents their corporate culture symbolically. This type of advertising creates not only positive perception toward institunionalized brand on people’s mind, but also it plays an important role to inform about corporation and to position brand in specific place on consumers’ mind. This paper examines advertisements of five corporate brands in Turkish food sector and looks into their advertising language in terms of corporate culture and examimes how it is expressed through which ways with semiolotical analysis.

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