Abstract:

Nowadays, most retailers use special day celebrations as a motivational tool in traffic increasing com-munication strategies. ‘Mother’s Day’, which is one of the special days, increases the desire of consum-ers to make purchases with the intention of giving gifts and accordingly, brands carry out intensive campaings to revive shopping and accelerate consumption on those days. Special day advertisements affect consumers’ purchasing decisions and manage the relationship between gift giving and gift wait-ing in the light of some norms and values. This study has examined how brands use the myth of moth-erhood, especially in advertisiments created specifically for Mother’s Day. The study has focused on Mother’s Day ads between the end of April and during May 2019, which were broadcast in Turkey. The advertisements of six brands operating in different sectors that were specific to this special day, which were determined by convenience sampling method, were analyzed in the light of linguistic and visual elements. As a result, in order to shed light on future studies to be conducted in the Special Day advertisiments category, the importance of meaningful use of the myths and fictions consisting of social values in ads is emphasized, and it is thought that constructing effective communication strategies identified with the brand will bring sustainability to brands in the long run

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