The Semiotic Analysis of Geographical Indication Products in the Context of Nation Branding: The Case of Türkiye

Increasing a country's reputation is directly proportional to reflecting its good to the masses in the international arena. Geographical indication (GI) products have a vital position in the sense of country branding and destination. This research aims to analyse the images related to GI products in the Türkiye's promotional posters. The research was analysed with the semiotics method and differed from other studies as it makes the hidden message in the images visible. The study is vital in analysing the representations of GI products on country promotion posters within the framework of nation branding. These visuals which were prepared by the Ministry of Culture and Tourism regarding the promotion of the Türkiye between the years 2014-2019 constitute the universe of the study. Those images since then are the only promotional images on the website of the ministry. Therefore, this date range has been taken into account. When the GI products in the Türkiye's promotional posters are considered, it is seen that food and beverages are at the forefront. Also, the Turkish eating habits are given priorities on the posters and introductory information explaining GI of products which is Türkiye. In this context, it has been concluded that these posters play a major promotional role.