Abstract:

It is almost impossible to reach the speed of information in the digital communication age. Brands that actively use media environments in this new thousand years are looking for new and different alternatives. All kinds of branding content, without placing the product, uses many forms of advertising communication in the local, national and international sense, to sponsored TV shows, from brand blogs to shared viral videos. The communication that takes into account in both traditional mass communication means and advertising campaigns carried out in digital environments is to be repeated, open to participation and interactive. It is therefore necessary that all the contents produced be up-to-date from the contents related to the agenda. In this study, a study was conducted on how recently created advertising content followed the agenda with "fear attraction". In the context of both the level of fluency in relation to the current social situation and the mutual impact it creates, an analytical framework for future research and applications is drawn up with the review of the selected 3 advertising films. For the analysis of this study, the visual and hearing elements were also considered along with the text part of the 3 advertising films published on television. In this study, we try to explain that the changes in human life related to all the superordinary processes that occur due to the Covid-19 epidemic that comes to our agenda by 2020 are also reflected in the advertisements. This reflection is described by the advertising analysis of how it is experienced with the framework of "fear" which is one of the advertising attractions.

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