Advertising Resistance? The Analysis of New Social Movements as Brand Communities
Dr. Alparslan Nas

Abstract
Branding and advertising practices, which basically aim to facilitate persuasion and action on the side of individuals, can be considered as crucial means for social movements to mobilize the masses. Besides, the visual creation of meanings attributed to the core goals and values of social movements by their agents, function as advertising facilities. This research argues that with the unique dynamics of branding and advertising, social movements realize themselves as brand communities and analyzes the use of advertising in branding social movements from the context of Turkey. Undertaking a semiotic analysis of the visuals published by the agents of social movements, this research analyzes the ways in which the characteristics of brand communities are semiotically encoded as it aims to contribute to the existing literature by the critical elaboration of the use of advertising in branding social movements

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