| Popis: |
Mass media are important mechanisms of influence that affect individuals' attitudes as well as their purchasing behavior. During COVID-19 pandemic process, many brands and service sectors on television, which is one of the important communication tools that people receive information and follow, have appeared on television screens with their advertising themes emphasizing that they are with the public during the “social isolation” period. In this study whether the advertisements broadcast during the COVID-19 process are found sincere by the audience and whether COVID-19 is considered as a commercial competition by the brands were evaluated with the reception analysis performed on Turkcell GSM operator sample. As a result of the study, although the participants thought that the brand turned the crisis into an opportunity, it was determined that the messages “togetherness,” “longing of our loved ones,” and “the need to wait patiently during this period” placed in the advertisement text were decoded by the audience by dominant reading. |
