A SEMIOTIC ANALYSIS ON THE USE OF NOSTALGIA AS EMOTIONAL ADVERTISING APPEAL IN TELEVISION COMMERCIALS

Abstract

Together with the increasing use of emotions in 21st- century advertising, companies have tended to use emotional advertising appeals rather than rational advertising in their advertising messages to create an emotional bond with their target audience. The use of “nostalgia” as an emotional advertising appeal, which is used to provide persuasion in advertisements, has also increased in recent years. In the study, among the advertisements broadcasted on television in recent years, advertisements involving "nostalgia appeal" have been selected. The nostalgic indicators in the selected advertisements have been analyzed using the semiotic analysis method of Roland Barthes in the context of the brand image formed in the target audience and the message to be given to the consumer