Özet:

The crisis, which is defined as unexpected suddenly developing processes for companies, can be turn into an opportunity when the necessary precautions are taken by the firms as it can be caused to collapse if it is not assessed well and when necessary studies are not made. Firms need to develop various crisis communication strategies in order to be able to overcome the crisis with minimum harm and to correct the convulsed corporate images and construct messages which will be sent to the target group by using appropriate media. Advertisements are also used as a means of delivering messages that developed in line with the determined strategy to the target group at crisis. The aim of this study is to determine which image restoration theories brands use in their advertising messages crisis and after crisis communication what kinds of content they produce in advertising messages different from previous periods. The commercials of the international car brand Hyundai's in situational advertising "We produced together, exported 1 million vehicles" and the Nutella chocolate brand "If you are not busy, we'll come for breakfast to you tomorrow morning" were examined usage Barthes’ interpretation method according to Benoit's Image Restoration Theory.

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