Afişlerde Kültürel Özelliklerin İncelenmesi; Antalya Altın Portakal ile Cannes Film Festivali Afişlerinin Göstergebilimsel Karşılaştırmalı Çözümlemeleri ve Kurumsal Afiş Uygulamaları

Abstract

The cultural characteristics of societies undoubtedly differ from each other. These differences condition structural and contextual change with the evolution of both ethnic, local or national culture and historical conditions. Visual culture, on the other hand, can be considered as the common denominator of the collective consciousness consisting of the combination of all these conditions. Interpersonal communication is witnessing rapid changes and transformations on a global scale in parallel with today's technological and scientific developments. In the information age, these transformations move from developed societies to developing societies and become the carriers of the culture of that society. This is a phenomenon that should not always be considered in a negative sense, and can also be considered as a requirement of inter-communal communication. Because people around the world are on the move. There are few countries and cultures today that can completely isolate their own society. Like a large living organism, the world's societies are interconnected. The international media network uses the possibilities of the internet quickly and effectively. In this context, in graphic design, with the development of today's technology, both the use of digital opportunities in the formation of design and the presentation of designs in digital media, as a result of the fact that technology is open to national and international access and interaction with new and different possibilities, and as a result of the rapid spread of produced visual information, the communication of cultural characteristics. It can be observed how cultural posters evolve as an object of knowledge conveyed in the relationship between the signifier and the signified. Although there have been studies and studies on similar subjects before, in the context of economic, political, social, technological and cultural values that have changed until today -that is, at the threshold of two decades of the 21st century, at the point of approaching and examining the subject in contexts that have changed from the past to the present- There is a lack of a study in this framework. The results of postmodern life and culture have not been adequately evaluated yet. In a sense, this thesis study has been handled in order to eliminate this deficiency, and through the cultural posters created within the scope of the Golden Orange Film Festival and the Cannes Film Festival, historical indicators and cultural images are semiotics through the posters of a joint activity belonging to two different societies in changing and developing conditions from the past to the present. analyzed through analysis. In the first chapter of the thesis, the definition, importance, types, historical formation process of the poster, and design principles in poster design, under the title of new foundations of design, are examined and discussed one by one. In Chapter 2, definitions on the concept of culture, theoretical approaches (historical indicators and cultural images) and cultural forms are included, and in this context, the concept of visual culture. In Chapter 3, semiotic analysis, signification, its theories and semantic (semantic), syntactic/image syntactic (syntactic) and pragmatic analysis methods in the field of semiotics are defined. In the 4th part, posters of Antalya Golden Orange and Cannes Film Festival are evaluated semiotically. In the last part of the thesis, in the context of the researches, the application studies are evaluated semiotically.