Abstract
The feedback loop provided by Web 2.0 technology provides an important opportunity for companies to keep the pulse of the consumer. In addition, the low cost of advertising has made social media channels attractive as an advertising platform. In recent years, the increasing importance of new internet and social media technologies as a source of health information has led the pharmaceutical industry to digital channels. The number of drug promotion in the world and Turkey is subject to legal regulations. The products in the group in Turkey only over the counter medicine can be advertised. In this context, in this study, semiotic analysis of the advertisements of Pharmaton and Supradyn supplements on Facebook, Instagram and Youtube, which are classified as non-prescription drugs, has been made in order to reveal how social media environments are used in pharmaceutical marketing. A total of nine advertisements of the products, which were published on the mentioned social media channels between 01.03.2019-31.03.2019, were examined. It has been determined that the promotion of both products focuses on health, wellness and the energy provided by the products with linguistic and visual indicators.
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