A secondary investigation of Koç Holding advertising film broadcast during COVID 19

Advert; It is one of the activities that are required to be done for a fee in order not to be affected by the competition of a product, good or idea to its customers in the most effective way and to stand out from its competitors. However, since there are many products of the same type in the market, the consumer will want to buy the brand and product of the institution they trust. Therefore, it is important that advertisements appeal to people and attract them. The increase in the need for advertising has arisen from the increasing competition environment, population explosion, increasing shopping malls, in order to ensure that the mass production of the factories reaches the world. Semiotics is defined as a branch of science that determines the relations of signs with each other, determines meaningful wholes, the process of emergence of meaning, classifies sign and sign strings, or interprets the interaction between human and world, human and human. In order to do semiotic analysis, it is necessary to have a certain knowledge, culture and experience. In this way, it is possible to understand what the indicators mean. Barthes, who calls semiotics a kind of meta-reading, emphasizes that an in-depth reading should be done. The first seen part is defined as the denotation and the sub-message as the connotation. In this study, Koç Holding commercial film, which is one of the advertisements made during the period when we are all physically and psychologically worn out during the coronavirus epidemic, which has affected the whole world since January 2020, is analyzed in terms of semiotics. The commercial film "We will get better", published on March 30, 2020, was taken as a sample. The conditions and needs of the period were analyzed within the framework of the approach put forward by Saussure and developed by Roland Barthes. As a result of the study, it was determined that the message that the commercial film wanted to give was that there is always hope and that we should not give up. Anahtar Kelimeler: Advert, Semiotics, Koç Holding