Reflection of Covid-19 Pandemic on Advertisements

The communication dimension of the Covid-19 pandemic, which has caused serious destruction worldwide, is at an important point. It is seen that there are changes in the advertising strategies of brands in this process, where different methods are used especially in the media and advertising fields. In this context, this study examines how the pandemic is used in advertisement launched during the Covid-19 process. In this direction, in this study, how the pandemic was handled in advertisements launched during the Covid-19 pandemic process and how it was used in advertisements by brands was analyzed by the method of critical discourse analysis. Therefore, the aim of this study is to reveal how brands try to benefit from a health-related issue and how this effort is revealed in advertisements. Within the scope of the research, the advertisements of three different brands that were broadcast on television channels and operating in different sectors during the Covid-19 pandemic in Turkey were examined. According to the findings, it is seen that advertisers prepare advertisements with emotional tones and consciously benefit from the appeal of fear. As a result, it should be considered as a reflection of the current system that brands try to benefit from this fear in their advertisements at a time when individuals are afraid of losing health. Even in a pandemic that threatens human health, this effort in order not to decrease of consumption rate shows once again the ravage of the capitalist system.