Consumption activities are among the most important activities for the survival of humanity. The industrial revolution, which is shown as the most important development in the creation of consumption culture, has emerged with mass production and mass consumption. Factors such as globalization, competition and increasing costs have required the creation of elements that will enable individuals to consume more than they need and facilitate the marketing activities of businesses. Special days have recently constituted an important element in the consumption culture as businesses try to ensure that consumption is reproduced by supporting it with fashion and trends. Father's Day, which is one of the special days that has an important place in the consumption culture, has started to come to the fore more in recent years with its advertising and marketing strategies. Recently, Garanti Bank's Father's Day advertisement has been one of the most watched advertisements. In Garanti Bank Bonus Card advertisements, which were analyzed using the semiotic method, there was an advertising effort that focused on the father-daughter relationship and tried to be effective in purchasing behaviors by making use of the father figure. It has been observed that the messages given in the commercial film benefit from the concepts of love, compassion and compassion. It can be stated that it is a successful advertisement work in terms of both traceability and the messages given.