Semiotic analysis of multivitamin advertisements

Associations and visual imagery are frequently used in advertisements and represent a significant focus within semiotic studies. This study aims to analyze the online advertisements of leading multivitamin brands in Turkey within the context of consumer perception, examining how their visual and textual strategies affect the target audience. The main research question is: “How are multivitamin advertisements in Turkey perceived by consumers, and how is this perception related to the use of color, visual symbols, and messaging in the ads?” Here, consumer perception is defined as the combination of users’ reviews, star ratings, and impressions formed through engagement with advertisement visuals. The study focuses on the online advertisements of Supradyn, Orzax, Solgar, and Pharmaton, employing Roland Barthes’ semiotic framework to analyze color usage, figures, and symbolic elements. The analysis demonstrates that brands produce both denotative and connotative meanings: Supradyn conveys energy and renewal, Orzax emphasizes preparedness and conscious living, Solgar promotes a scientific and gender-specific approach, and Pharmaton communicates inclusive energy and dynamism. Color analysis reveals that yellow and white dominate across all brands, while blue and black appear in some, reinforcing perceptions of energy, trust, and purity. Consumer evaluations show high satisfaction for Pharmaton and Supradyn, while Orzax and Solgar cater to a more niche audience. Overall, the findings indicate that optimizing visual and strategic meaning layers can enhance both consumer perception and brand loyalty.