vi CONTENTS CHAPTER I FILMS AS THE REFLECTING FACE OF THE DESTINATIONS WITHIN THE CONTEXT OF MARKETING: A SEMIOLOGICAL ANALYSIS ON INFERNO FILM Ayşad GÜDEKLİ, Fatma Özlem GÜZEL & Rüya EHTİYAR 1. Introduction............................................................................................................................. 1 2. Literature Review ................................................................................................................... 2 3. Search Methodology .............................................................................................................. 4 4. Findings ................................................................................................................................... 5 4.1. Storyline ............................................................................................................................ 5 4.2. Target Population of the Research ................................................................................ 6 4.3. Replicated Signs of the Research ................................................................................... 6 4.4. Iconic Sign of the Research ............................................................................................. 6 5. Conclusion ............................................................................................................................. 11 References .................................................................................................................................. 14 CHAPTER II AESTHETIC ADJUSTMENTS IN TV COMMERCIALS AND SAMPLE ANALYSIS ON COMMERCIAL MOVIES Erhan YILDIRIM 1. Introduction........................................................................................................................... 19 2. Formation of Creative Strategy .......................................................................................... 21 3. Advertisement Narration Content ..................................................................................... 22 3.1. Direct Speech.................................................................................................................. 23 3.2. Indirect Speech............................................................................................................... 23 4. Narration Style of Advertisement ...................................................................................... 23 4.1. Demonstration ............................................................................................................... 24 4.2. Slice of Life – Problem Solution ................................................................................... 24 4.3. Presenter and the voiceover narrative ........................................................................ 24 4.4. Testimony of the consumer who experienced the product ..................................... 25 4.5. Narrative based on real images and documents (Documentary) ........................... 25