Abstract:
Sensory marketing is a marketing strategy that targets the five senses to influence consumers' emotional and behavioral responses. This strategy helps brands build deeper, more lasting connections with consumers. CGI advertising is a form of advertising that enhances the sensory experience by creating unrealistic worlds through creative visuals and special effects. These ads, which strengthen brand perception by triggering consumers' sensory responses, are increasingly preferred by brands. In this context, the aim of this study is to examine how CGI ads are constructed through visual and auditory interactions from a sensory marketing perspective. The study employs thematic analysis within a qualitative research framework. The sample consists of seven special occasion advertisements produced with CGI technology and aired in Turkey in 2024 and 2025. The selected ads were analyzed in terms of sensory impact in terms of visual and auditory stimulation, and emotional interaction in terms of consumer engagement and technological innovation. The findings reveal that sensory marketing elements are used effectively in CGI advertising strategies and that this sensory impact strengthens the potential for emotional connections. The research contributes to the literature by showing how sensory marketing strategies are integrated with CGI advertising.

Keywords: Sensory Marketing, CGI Advertisements, Thematic Analysis

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