Corporate advertising as a public relations practice: The case of women's day

The existence of organizations that are considered necessary in society and contribute to creating a conscious perception is essential. Organizations that fulfill their responsibilities with the understanding of corporate citizenship can strengthen their reputation and image and ensure their continuity. In this direction, while consumer groups prefer products or services between brands, organizations that care about social values and contribute to the formation of the correct perception in public stand out and cause a positive image to be formed in the target audience's minds. Businesses achieve all these by using corporate advertising, and it is underlined that the importance of this concept should be aware. In this research, the brands that prepare their message in line with the awareness of responsibility in the corporate advertisements published by the brands on Women's Day on March 8, 2021, constitute the scope and purpose of this study. The corporate ads of the five brands with the most views on Youtube were analyzed using the semiotic method. In this context, the advertisements of two brands among the five brands, which are examined in this context, and as a result, the messages they give importance to women and the place of women in social life, by ensuring that the perception of this is in the society, and thus fulfilling their responsibility towards the society. It has been concluded that the remaining three brands, ignoring the social expectation, have prepared their commercial films by having a corporate advertising approach that prioritizes the brand.