FOUNDATION UNIVERSITIES IN ISTANBUL OUTDOOR ADVERTISEMENTS IN PREFERRED PERIODS DESIGN ANALYSIS

Abstract

One of the most important tools offered to us by the age and developing technology is the advertising / promotion activities that enable companies to convey their products or services to people by separating them from other competitors, depending on the increase in communication channels. The main purpose of advertising / promotion activities is to attract the attention of the target audience that the businesses / brands have set for them, and to be the company / brand that is remembered when they feel the need for the next purchase. Therefore, it has become a necessity for all companies / brands to engage in advertising / promotional activities, no matter what kind of activity they are engaged in today.
With the effect of globalization, the power of people to buy any object or service they want has increased. Thus, it has emerged that people can get their education rights from other educational institutions outside the state. The rise of the purchasing power of the people and the state outside of educational opportunities to discover the fact that it may have led to the opening of private universities in Turkey quickly. Foundation universities, which grow rapidly in line with the demands of the society, have focused on promotional activities in order to distinguish themselves from other similar educational institutions and to attract the attention of the target audience. Thus, a seriously competitive environment has been created between foundation universities. They developed promotional strategies to attract the attention of student candidates who took part in their targets in the competitive environment of universities, and they used many channels such as social media, television channels and outdoor advertising channels (especially billboards).
Universities have started to use open-air channels very frequently as one of the most striking advertising channels in order to introduce themselves and attract the attention of the target audience, to reach wide audiences, to brand and increase their awareness.
Universities aim to carry out communication activities by reaching their target audiences with a successful design concept since their advertising / promotion campaigns are valuable to society. The place of graphic design in the preparation of advertisements is of great importance in the resulting process. Because graphic design is the main form of advertising and is also the most sensitive and visual center of all design work. For this reason, it requires the creative thoughts and ideas prepared in mind behind a good advertisement to be prepared with the necessary original design equipment.
The aim of the study is to make various analyzes by evaluating the use of elements such as typography, photography, color and illustration in the billboard design works, which is one of the outdoor advertising concepts prepared by foundation universities in Istanbul during the preference and publicity days in 2020, from a graphic design perspective. In order to achieve the aim, a tool has been developed by taking graphic design elements into consideration; In line with the developed tool, billboard designs within the outer space of 13 foundation universities continuing their education and training activities in Istanbul were evaluated.