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oai:riuma.uma.es:10630/239352026-02-03T11:17:05Zcom_10630_2254col_10630_37953

Iglesias-Sánchez, Patricia Pilar Jambrino-Maldonado, Carmen De-las-Heras-Pedrosa, Carlos Frías Villegas, Noelia Olivares Delgado, Fernando 2022-04-18T11:51:46Z 2022-04-18T11:51:46Z 2022-04-20 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 https://hdl.handle.net/10630/23935 https://doi.org/10.1080/23311886.2022.2053271 The paper aims to identify the narrative communicative resources and messages spread by brands within the background of a global pandemic. This study compares two samples of advertising spots broadcast in Spain: one during the COVID-19 lockdown period and the other selected from the last de-escalation phase of the health crisis. A content analysis of a compendium of 125 commercials was proposed. The main finding is the social function adopted during lockdown in order to encourage the population with positive and resilient messages while during the de-escalation the brands recover their traditional commercial role and, do not even reflect reality with the persistence of the outbreak in the images and discourse. In fact, it showed a first phase focused on branding and a second phase when the population was urged to consume. The Covid-19 pandemic has shown a clear need for brands to adapt to an environment that has dramatically changed overnight. Practical Implications The paper includes implications for brands for sharing common support for emotional and psychological well-being in health crisis. This social function could improve their reputation and positioning globally. eng open access Epidemias Marcas registradas-Publicidad Lenguaje publicitario Propaganda-Aspectos sociales COVID-19 Aislamiento social Marketing Brand’s communications in COVID-19. Social role during and after lockdown journal article