2026-06-05T14:24:01Zhttps://riuma.uma.es/rest/oai/requestoai:riuma.uma.es:10630/239352026-02-03T11:17:05Zcom_10630_2254col_10630_37953
Brand’s communications in COVID-19. Social role during and after lockdown
Iglesias-Sánchez, Patricia Pilar
Jambrino-Maldonado, Carmen
De-las-Heras-Pedrosa, Carlos
Frías Villegas, Noelia
Olivares Delgado, Fernando
Epidemias
Marcas registradas-Publicidad
Lenguaje publicitario
Propaganda-Aspectos sociales
COVID-19
Aislamiento social
Marketing
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.
2022-04-18T11:51:46Z
2022-04-18T11:51:46Z
2022-04-18T11:51:46Z
2022-04-20
journal article
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
eng
open access
Taylor & Francis