RT Journal Article
T1 Brand’s communications in COVID-19. Social role during and after lockdown
A1 Iglesias-Sánchez, Patricia Pilar
A1 Jambrino-Maldonado, Carmen
A1 De-las-Heras-Pedrosa, Carlos
A1 Frías Villegas, Noelia
A1 Olivares Delgado, Fernando
K1 Epidemias
K1 Marcas registradas-Publicidad
K1 Lenguaje publicitario
K1 Propaganda-Aspectos sociales
K1 COVID-19
K1 Aislamiento social
K1 Marketing
AB The paper aims to identify the narrative communicative resources andmessages spread by brands within the background of a global pandemic. This studycompares two samples of advertising spots broadcast in Spain: one during theCOVID-19 lockdown period and the other selected from the last de-escalation phaseof the health crisis. A content analysis of a compendium of 125 commercials wasproposed. The main finding is the social function adopted during lockdown in orderto encourage the population with positive and resilient messages while during thede-escalation the brands recover their traditional commercial role and, do not evenreflect reality with the persistence of the outbreak in the images and discourse. Infact, it showed a first phase focused on branding and a second phase when thepopulation was urged to consume. The Covid-19 pandemic has shown a clear needfor brands to adapt to an environment that has dramatically changed overnight.Practical Implications The paper includes implications for brands for sharing commonsupport for emotional and psychological well-being in health crisis. This socialfunction could improve their reputation and positioning globally.
PB Taylor & Francis
YR 2022
FD 2022-04-20
LK https://hdl.handle.net/10630/23935
UL https://hdl.handle.net/10630/23935
LA eng
NO Patricia P. Iglesias-Sánchez, Carmen Jambrino-Maldonado, Carlos de Las Heras-Pedrosa, Noelia Frías Villegas & Fernando Olivares-Delgado | (2022) Brand’s communications in Covid-19. Social role during and after lockdown, Cogent Social Sciences, 8:1, 2053271 https://doi.org/10.1080/23311886.2022.2053271
NO This work was supported by Junta de Andalucía Programme PAIDI under grant number PY20_00407 (Junta de Andalucía/Universidad de Málaga) and Funding for Open Access Charge: Universidad de Málaga /CBUA
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 19 ene 2026