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Traditional marketing strategies are now no longer seen as effective in communicating with today's sophisticated groups. Today, companies employ knowledge from disciplines other than marketingsuch as psychology, neuroscience, and linguistics-when communicating with their target audience. In this study, the content analysis method is used to analyse Effie Turkey gold award-winning advertisements in order to determine the storytelling elements used in advertisements. In order to show the increasing use of storytelling elements in advertisements, the 2011-2013 and 2017-2018 award winning advertisements are studied. The analysis reveals that seven basic plots are used extensively in advertisements to create empathy. We also analysed the archetypes used in the advertisements, and found that the caregiver type is the most commonly used archetype, followed by Jung's explorer type. According to the findings of this study, among all aspects of language syntactic structure seems to play the most important role.

The Covid-19 pandemic has deeply affected our health and social life as well as the financial markets. Although the global economic effects of the coronavirus are not yet clear, it is observed that there is a reaction in the financial markets to the developments related to the pandemic. Studies show that the pandemic has strong impact on stock markets and increases uncertainty. The purpose of this study is to examine whether the stock prices of companies traded on the Istanbul Stock Exchange Market between 02.14.2019 and 04.01.2020 are affected by the Covid-19 pandemic. In this context, the stock prices of the six major sectors traded and thought to be affected in Istanbul Stock Exchange Market during the period examined were analyzed using the "event study" method of the effects of Corona virus. In the analysis, the event window was taken as (- 15, + 15) trading days. The effects of the Corona virus in the relevant period were examined separately for each company in the selected sectors, and after calculating the abnormal returns, the effect on the average abnormal returns and cumulative abnormal returns were analyzed. According to the research results; when the general picture of selected sectors in Covid-19 is examined, statistically significant negative average cumulative abnormal returns are obtained. According to these results, Istanbul Stock Exchange has affected by Covid-19 pandemic during the period under examination.