CINEMA AND ADVERTISEMENT: A SEMIOTIC ANALYSIS OF THE TRAILER OF THE FILM: “BAY E”

Cinema, as an art form that aims to convey complex messages within a limited timeframe, utilizes multilayered codes to establish emotional connections, foster identification, or create alienation.This study employs Roland Barthes' semiotic model to analyze a specific visual segment from the trailer of Sinan Çetin's 1995 film, Bay E (Mr. E).Situated at the intersection of cinema and advertising, the research explores the historical evolution of communication-from oral to visualand examines the trailer's strategic function in film marketing.Through a detailed analysis of color, lighting, costume, and character representations (including references to Freud, Chaplin, and Yeşilçam stereotypes), the study demonstrates how these elements reinforce the film's ironic and tragicomic themes.The findings indicate that the trailer employs a context-concealing strategy to arouse audience curiosity, reflecting the experimental and modernist tendencies of 1990s Turkish cinema.By bridging local cultural elements with global contexts, this research contributes to a deeper understanding of the semiotic power of film trailers.