Özet:

All of the brands primarily aim to touch the emotions of consumers to reach them. Advertisers try to create emotional bonds by framing the products/services they offer in any way with pathetic and affective qualifiers. Advertising campaigns, made to create emotional bonds with the consumer before COVID-19, have become much more significant and moved a different dimension with the pandemic period. In the COVID-19 pandemic, different appeals and strategies have been used in the ads making the desired attitude/behavior change with the messages such as ‘social distance’ and ‘stay at home’. Advertising campaigns, recently, through a dramatic narrative with the sadness appeal, have been calling old times to the mind, giving inspiration and/or building awareness by focusing on unfavorable and troubled conditions. In this study, the social media where consumers/users express their true feelings and thoughts in line with their own consent, how users approach the pandemic-themed ads has been examined with the emotion (sentiment) analysis method. For the sample used in the research, advertising videos of 5 brands over 1 million views were selected, which were processed under the theme of ‘Life at Home’ within the scope of the COVID-19 pandemic. In this analysis, the emotional expressions of the comments made on the advertising videos selected for the research have been classified in accordance with their polarities (positive-neutral-negative) by means of text mining. According to the sentiment analysis results, a positive emotion score of 43% among the total comments reveals that social media users have a positive attitude towards the pandemic-themed ads with the sadness appeal. According to the mean statistics of Artiwise Analytics, a strong and meaningful sentiment analysis was obtained with the accuracy rate of artificial intelligence (.962) 96.28%.

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