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Journals / INJOCMER International Journal of Communication and Media Research / 2026 / Cilt: 6 Sayı: 1

Generative AI and Advertising Meaning: A Barthesian Reading of Etro's Campaign

Üretken Yapay Zekâ ve Reklamda Anlam: Etro'nun Kampanyasına Barthesçı Bir Okuma

Arzu Süzmen Yalçınkaya0000-0003-2634-0188
Pages
56–70
Publication Date
2026-03-29
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Conceptualizing Generative AI as a semiotic agent, the article underscores the continued relevance of classical semiotic theory for understanding algorithmically generated fashion imagery.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The emergence of Generative Artificial Intelligence in advertising challenges established assumptions about representation and meaning-making, particularly within luxury and fashion branding.
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Key Findings & Data:Using Etro’s Spring/Summer 2024 campaign as a case, the article applies a Barthesian analysis of denotation, connotation, and myth to AI-generated visuals.
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Conclusion & Impact:Conceptualizing Generative AI as a semiotic agent, the article underscores the continued relevance of classical semiotic theory for understanding algorithmically generated fashion imagery.
🔬Design:Araştırma Makalesi
📍Scope:2024 Verileri
⚙️Variables:Üretken Yapay Zekâ · Moda Reklamcılığı · Roland Barthes

Abstract

The emergence of Generative Artificial Intelligence in advertising challenges established assumptions about representation and meaning-making, particularly within luxury and fashion branding. While existing research has largely focused on Generative AI in terms of efficiency, innovationand ethical concerns, its ideological and semiotic implications for advertising imagery remain underexplored. This article addresses this gap by revisiting Roland Barthes’ semiotic framework to examine how Generative AI reshapes the meaning-making processes of luxury fashion advertising. Using Etro’s Spring/Summer 2024 campaign as a case, the article applies a Barthesian analysis of denotation, connotation, and myth to AI-generated visuals. The findings suggest that Generative AI does not disrupt advertising myth but intensifies it by producing visually coherent yet materially unanchored representations of luxury. Conceptualizing Generative AI as a semiotic agent, the article underscores the continued relevance of classical semiotic theory for understanding algorithmically generated fashion imagery.

Özet

Reklamcılık alanında Üretken Yapay Zekânın ortaya çıkışı, özellikle lüks ve moda markalaşması bağlamında temsil ve anlam üretimine ilişkin yerleşik varsayımları sorgulamaya açmaktadır. Mevcut araştırmalar, Üretken Yapay Zekâyı büyük ölçüde verimlilik, yenilik ve etik kaygılar çerçevesinde ele alırken, reklam imgeleri açısından ideolojik ve göstergebilimsel sonuçları yeterince incelenmemiştir. Bu makale, bu boşluğu gidermeyi amaçlayarak Roland Barthes’ın göstergebilimsel çerçevesini yeniden ele almakta ve Üretken Yapay Zekânın lüks moda reklamlarında anlam üretim süreçlerini nasıl dönüştürdüğünü incelemektedir. Etro’nun İlkbahar/Yaz 2024 kampanyası örnek olay olarak seçilmiş olup yapay zekâ tarafından üretilmiş görseller, Barthesçı düz anlam (denotasyon), yan anlam (konotasyon) ve mit kavramları üzerinden analiz edilmiştir. Bulgular, Üretken Yapay Zekânın reklam mitini bozmak yerine, maddi bir referansa dayanmayan ancak görsel olarak tutarlı lüks temsiller üreterek bu miti yoğunlaştırdığını göstermektedir. Üretken Yapay Zekânın göstergebilimsel bir özne olarak kavramsallaştırılması, algoritmik olarak üretilmiş moda imgelerinin anlaşılmasında klasik göstergebilim kuramının güncelliğini koruduğunu ortaya koymaktadır.

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Cite This Article

Yalçınkaya, A. S. (2026). Generative AI and Advertising Meaning: A Barthesian Reading of Etro's Campaign. INJOCMER International Journal of Communication and Media Research, Cilt: 6 Sayı: 1, 56–70. https://ajindex.com/articles/1616233

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