ANALYZING THE ADVERTISING WORKS OF BANKS GIVING THE MESSAGE OF COOPERATION IN THE COVID PROCESS WITH A CORPORATE ADVERTISING APPROACH WITH VISUAL AND VERBAL INDICATORS

Abstract

ABSTRACT Crises are big chaotic situations that can be experienced by people, governments, institutions or organizations. It can occur at any time in an unexpected situation. Day by day, we are witnessing the crises that individuals, institutions and countries face. What is common to almost all ‘‘crisis’’ definitions is the element of surprise and uncertainty. One of these is the Covid-19 pandemic crisis, which has caused significant financial and emotional loss all over the world. For this reason, knowing what the crisis means and dealing with it is the prerequisite for overcoming the crisis successfully. Therefore, crisis management is of critical importance in these situations. Based on this, the changing communication and message dimension in crisis periods has been discussed in terms of the banking sector. In the Covid-19 process, the corporate advertising works of the three banks giving the message of cooperation have been handled within the framework of the “displaying and displayed” relationship, and the messages given by the banks have been analyzed with the visual and verbal indicators. These are corporate advertising works titled Akbank “The best is yet to come’’, Vakıfbank “We are Turkey We Overcome Challenges Together”, Isbank ‘‘Even if we cannot join hands, all will pass with #cooperation!”