Özet:

The objective of advertisements is to ensure that a specific audience becomes aware of a product, welcomes it and purchases it. Every society has a distinct identity. The companies compete with each other to enable audiences with different values, priorities and languages to prefer a product which is manufactured under numerous brands. In the new global order where the boundaries are dismantled and the economy is sought to operate flawlessly, the utopia that the world will turn into a global village and that the differences will disappear moves away from the reality itself; hence it is observed that different societies will protect and maintain their own cultural identities. In light of the analysis of the cultural values, religious, linguistic and family elements of the target audience in specific markets, it is significant to identify a fruitful communication strategy which would create a positive image in the linguistic worlds of the different audiences in order to ensure that the global companies reach their aims through advertisements that encourage people to purchase their products. Within this context, the global companies need to prefer a much more culture-oriented approach to advertising strategies. The Covid-19 Pandemic turns into a phenomenon that dismantles all the rules in the world. The pandemic is a global problem that slows down the people, challenges the production processes and alters the needs and priorities of the human beings who have gone through an experience with empty streets and populated home environments. Therefore, the advertisement companies have revised their strategies in line with the changing needs. The question here is this: what kind of strategies are pursued within the context of the automobile advertisements that seek to be mobile. This study seeks to explore the advertising strategies that target the Turkish and German automobile markets within the atmosphere of the Covid-19 Pandemic that has created more or less similar challenges for the entire world. The study will conduct a cultural analysis by reviewing the translational strategies and identify what kind of a choice has been made between the global and glocal advertising approaches.

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