Effect of COVID-19 pandemic on advertising campaigns: A semiotic analysis

In this study, the advertising campaigns of the Jeep brand before the COVID-19 pandemic and during the COVID-19 pandemic, among the advertisements of the automotive industries in the Ads of the World database, were examined. As a result of the examination, a total of eight different studies, including four pre-pandemic studies of the Jeep brand and four studies during the pandemic period, constitute the study group of this research. These studies were analyzed with the semiotic method. In this direction, the analysis of the data was carried out by considering displayed and indicator elements, and the findings obtained were reported. According to the findings obtained, it was seen that before the pandemic, Jeep focused mainly on exploring nature, life outside and seeking the excitement of life in nature at extreme points; It has been determined that the message given in the advertisements has changed during the pandemic period. At this point, Jeep focused its message focus on staying at home, exploring the home and life in the house, and seeking the excitement of life from home during the COVID-19 era. In this way, while Jeep continues its social responsibility duty by encouraging it to stay at home; on the other hand, it can be said that they are conducting a strategic advertising process in order to hold on to their customers' minds even in such a difficult period. When the results based on these findings are compared with the literature, it is seen that there is no study that directly addresses the automotive industry and the advertising campaigns of the Jeep brand during the pandemic process in detail. Again, it has emerged that there are no studies addressing how brands changed their advertising campaigns before the COVID-19 pandemic and during this pandemic. However, while some studies in the literature examine the advertising campaigns during the pandemic process through semiotics and some focus on social messages, it is similar to this study; It has been determined that some studies differ from this study with their focus on studies in different fields during the pandemic process and the findings they have revealed. In summary, all these studies remind that the changes made during the COVID 19 pandemic and the marketing strategies of the brands remind their customers not only in normal times but always with them; Moreover, it can be said that they are trying to convey the message that they want them to stay healthy and safe not only behind the wheel but also in every stage of life. In other words, in order to minimize the negative impact of the market recession with COVID-19 and avoid falling from the focus of their customers, thanks to these advertising strategies, brands have always tried to give them the messages that they always think, protect the public interest, and support the process with social responsibility projects.