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.

How Advertisements Affect Consuming Decisions of Buyers

“…It covers the psychological factors that affect the decision-making process of market participants, such as their biases, beliefs, fears, and expectations. For investors and analysts, understanding market psychology is crucial as it helps predict market trends and identify potential opportunities or risks [1]. The three aspects that market psychology focuses on are equally important.…”

“…This behavior is particularly evident in financial markets, where investors blindly imitate the behavior of others without sufficient analysis or independent thinking, leading to herd behavior. Herding behavior usually leads to market foam or collapses, because collective actions of groups tend to amplify market fluctuations, which are usually unpredictable and may cause serious losses to investors [1]. Therefore, investors should maintain independent thinking in the market, conduct sufficient analysis and risk assessment, and avoid blindly following the trend to avoid unnecessary losses caused by herd behavior.…”

“…By using celebrities or catchy tunes, advertisers can effectively attract the attention of consumers and establish positive connections with their brands. This insightfully review reveals how different aspects of advertising affect consumer demand [1].…”

“…Market psychology is a technical term describing the behavior and emotion of participants in the market. This term is used to illustrate the market movements [1]. Market psychology is not limited to individual investors, but also applies to institutional investors, fund managers, and even algorithms that trade automatically based on predefined rules.…”

Depiction of Raden Joko Kaiman as a Superhero Using Barthes’ Semiotics

“…To get an insightful meaning of Raden Joko Kaiman, semiotics, a study of sign can be applied as it has been widely used to depict the characteristics of a superhero, namely courage, strong moral codes, tolerance towards pain, and responsibility (Bainbridge, 2017;Hasanah & Hidayat, 2020;Muñoz-González, 2017). Semiotics is the study of signs in human life that is not questionable (Balci & Özgen, 2017;Hadiati, 2020;Pratiwi & Amri, 2020). It indicates that anything that exists in human lives is seen as a sign, something that people have to give meaning or something that stands for something else.…”