Analysis of advertising on special days in the context of the agenda setting theory

Nowadays, the mass communication instruments play determinant role on which the individuals will be interested in, in which position they will be, and how long these subjects will be on the agenda. From this aspect, the objective of this study is to reveal the role of Ads, which are related with the special days, on setting the agenda. After a literature research within the scope of Agenda Setting Theory, the survey method used as data collection instrument in the study designed as a quantitative research. 330 questionnaires were conducted on the sample, which consisted of students from the Faculties of Communication in Gaziantep and U？ak Universities; 26 of them were accepted invalid and the answers of 304 participants were included in the analyses. When the study data were analyzed, it was determined that the participants most frequently faced with the Valentine’s Day advertisements. It was determined that the participants face with the advertisements most frequently in environments such as social media, TV, open air, and newspaper, and that the advertisements related with special days and the audience’s attitude towards the brand play role in setting the agenda but the agenda types (phases)have no role