RT Journal Article
T1 Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots.
A1 Olivares Delgado, Fernando
A1 Iglesias-Sánchez, Patricia Pilar
A1 Benlloch-Osuna, María T.
A1 De-las-Heras-Pedrosa, Carlos
A1 Jambrino-Maldonado, Carmen
K1 Confinamiento (Política sanitaria) - España
K1 Pandemia de la Covid-19, 2020-2023 - Aspectos sociales - España
K1 Comunicación audiovisual
AB This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and resilience. We propose a mixed method based on the combination of qualitative analysis of the content of a compendium of 71 commercials and statistical analysis to group and test the correlations between some key variables, thus incorporating multivariate analysis with a quantitative method. Our main finding is the collective trend and communicative behaviour in the advertising of companies/brands during isolation, in which a change in the traditional role of advertising communication has occurred, where advertisers have become a key support in combatting the disease and a key support for health and psychological management in the Spanish population. In fact, they act as guardians of resilience and promoters for alleviating stress.
PB MDPI
YR 2020
FD 2020
LK https://hdl.handle.net/10630/38427
UL https://hdl.handle.net/10630/38427
LA eng
NO Olivares-Delgado, F., Iglesias-Sánchez, P. P., Benlloch-Osuna, M. T., Heras-Pedrosa, C. D. L., & Jambrino-Maldonado, C. (2020). Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots. International Journal of Environmental Research and Public Health, 17(23), 8876.
NO The research was funded by Corporate Brand Research Group UA_Brandscience (University of Alicante, Spain) and the Programa Operativo FEDER Andalucía 2014-2020 under grant number UMA18-FEDERJA-148 and Plan Propio Universidad de Málaga.
DS RIUMA. Repositorio Institucional de la Universidad de Málaga
RD 4 mar 2026