Sport appears as a common ground that can bring together people of all ages, cultures, and socioeconomic backgrounds. Sport unites its viewers and consumers around the same excitement regardless of language, religion, or race, transforming it into a massive industry and thus enabling the use of marketing communication tools within the sports industry. In this study, which examines a selected advertisement within the field of sports marketing, a qualitative research method—semiotic analysis—was employed. Through this approach, the images used in the commercial featuring Türkiye's women's national volleyball team were analyzed within the framework of semiotics. The commercial was evaluated based on Roland Barthes' semiotic theory, and the symbols and images used were examined through the components of semiotics: sign, signifier, signified, denotation, and connotation. Additionally, the use of cultural elements in the advertisement was interpreted as part of the meaning-making system. Based on the data obtained, it was observed that the image of female athletes appeals to female consumers through concepts such as determination, strength, and perseverance, conveying the message that success can be achieved through these values. The study also found that the portrayal of female athletes differs from the general use of female imagery in advertising, as it addresses audiences not merely through physical attractiveness but through attributes such as physical endurance, strength, and achievement. From this perspective, the importance of using female athletes as symbols of success in sports marketing—and particularly in promoting sports to wider female audiences—has been emphasized.
Arzu Kazaz (Wed,) studied this question.