The Meaning World of Guerrilla Marketing Campaigns through Semiotic Analysis

Yıl 2025, Sayı: 69, 194 - 219, 18.03.2025

Fatih Bilici , Nebi Seren

https://doi.org/10.47998/ikad.1570066

Öz

Guerrilla marketing is an innovative and unconventional approach to advertising that aims to create a lasting impact on consumers through creativity and surprise. Unlike traditional advertising strategies, guerrilla marketing relies on symbolic and unexpected methods to attract consumer attention and increase brand engagement. This study aims to examine guerrilla marketing campaigns through semiotic analysis to reveal the impact of visual and textual elements in advertising content on consumer perception. The importance of this study lies in revealing how the symbols and meanings used in advertising shape consumer perception beyond the superficial appeal of advertisements. In this context, the study reveals how brands construct meaning through innovative advertising strategies and contribute to marketing communication. The study uses Roland Barthes' semiotic framework to evaluate the elements of literal meaning, connotation, metaphor and metonymy in guerrilla marketing advertisements. A purposive sampling technique was used in the study, and 21 advertisements from various sectors such as automotive, cosmetics, food, beverage and consumer goods were analyzed. The findings show that guerrilla marketing campaigns can effectively mobilize consumers through symbolic meanings, emotional triggers and cultural references. Moreover, the synergy of visual and verbal elements can increase message memorability and consumer engagement. This study provides a semiotic perspective on guerrilla marketing and offers practical suggestions for marketers and advertisers to design more effective campaigns.

Anahtar Kelimeler

Guerrilla Marketing, Ambient Advertising, Semiotic Analysis, Creativity, Visual Analysis

Göstergebilimsel Analizlerle Gerilla Pazarlama Kampanyalarının Anlam Dünyası

Öz

Gerilla pazarlama, reklamcılık sektöründe yaratıcılık ve sürpriz unsurlarıyla tüketiciler üzerinde kalıcı bir etki yaratmayı amaçlayan yenilikçi ve sıra dışı bir yaklaşımdır. Geleneksel reklam stratejilerinden farklı olarak gerilla pazarlama, tüketici ilgisini çekmek ve marka etkileşimini artırmak için sembolik ve beklenmedik yöntemlere dayanmaktadır. Bu çalışma, gerilla pazarlama kampanyalarını göstergebilimsel analiz yöntemiyle inceleyerek, reklam içeriklerinde yer alan görsel ve metinsel unsurların tüketici algısı üzerindeki etkisini ortaya koymayı amaçlamaktadır. Bu çalışmanın önemi, reklamların yüzeysel çekiciliğinin ötesinde reklamcılıkta kullanılan semboller ve anlamların tüketici algısını nasıl şekillendirdiğini ortaya koymasında yatmaktadır. Bu bağlamda çalışma, markaların yenilikçi reklam stratejileri aracılığıyla anlamları nasıl inşa ettiklerini ortaya koymakta ve pazarlama iletişimi alanına katkı sağlamaktadır. Çalışmada, Roland Barthes’in göstergebilimsel çerçevesi kullanılarak, gerilla pazarlama reklamlarındaki düz anlam, yan anlam, metafor ve metonimi unsurları değerlendirilmiştir. Çalışmada amaçlı örnekleme yöntemi kullanılmış ve otomotiv, kozmetik, gıda, içecek ve tüketim malları gibi birçok sektörden 21 reklam analiz edilmiştir. Bulgular, gerilla pazarlama kampanyalarının sembolik anlamlar, duygusal tetikleyiciler ve kültürel referanslar aracılığıyla tüketicileri etkili bir şekilde harekete geçirebileceğini göstermektedir. Ayrıca görsel ve sözel unsurların sinerjisinin mesajın akılda kalıcılığını ve tüketici etkileşimini artırabileceği ifade edilebilir. Bu çalışma, gerilla pazarlama üzerine göstergebilimsel bir bakış açısı sunarak, pazarlamacılar ve reklamcılar için daha etkili kampanyalar tasarlamaya yönelik pratik öneriler sunmaktadır.

Anahtar Kelimeler

Gerilla pazarlama, ortam reklamcılığı, göstergebilimsel analiz, Yaratıcılık, Görsel İnceleme

Etik Beyan

Bu çalışmada bilimsel araştırma ve yayın etik kurallarına riayet edilmiştir.

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