摘要：In today's competitive atmosphere, the number of businesses that make corporate social responsibility (CSR) an essential part of their activities increases with each passing day. CSR serves as a useful marketing tool in developing brand image by creating a competitive advantage for businesses. With the solutions they bring to social problems, businesses are noticeable among their competitors and become a more preferred brand by the consumer. Particularly unexpected situations that profoundly influence the society also affect the communication strategies of brands. In such periods, consumers' expectations from brands regarding voluntary responsibilities rise. The Covid-19 outbreak, which has hit the whole world, has also been one of the periodic crises worldwide. Social responsibility efforts to build an emotional bond with the consumer before Covid-19 have become much more critical with the epidemic process. In the process of the Covid-19 epidemic, brands play an active role in fighting the epidemic with the social messages they give in advertisements while supporting the fight against the epidemic by providing medical supplies or donating money directly. In this study, the most-watched ads on YouTube, which covered the fight against the epidemic in March when quarantine measures began to be taken in Turkey, were evaluated. In the study, a general evaluation of CSR reflections in advertisements has been done. These advertisements have been analyzed by applying the semiotic method. While the seven commercials considered within the study's scope generally emphasize the necessity for people to stay at home during the epidemic period, it was determined that visuals and sounds were employed for concepts such as unity and solidarity, struggle together, and gratitude. In all seven commercials that were analyzed, brands acted with the awareness of social responsibility. They gave messages reminding their target audience of the measures to be taken during the epidemic period rather than product promotion. The fact that these ads are among the most-watched ads on YouTube in March reveals consumers' expectations about CSR from brands have increased during such periods. Consequently, the brand images of businesses participating in such efforts are encouraged, and these businesses are regarded more positively by consumers and the public.
其他关键词：Corporate Social Responsibility, Advertising, Covid-19, Pandemic, Semiotics
