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    Brand’s communications in COVID-19. Social role during and after lockdown

    • Autor
      Iglesias-Sáchez, Patricia P.; Jambrino-Maldonado, CarmenAutoridad Universidad de Málaga; De-las-Heras-Pedrosa, CarlosAutoridad Universidad de Málaga; Frías Villegas, Noelia; Olivares Delgado, Fernando
    • Fecha
      2022-04-20
    • Editorial/Editor
      Taylor & Francis
    • Palabras clave
      Epidemias; Marcas registradas-Publicidad; Lenguaje publicitario; Propaganda-Aspectos sociales; COVID-19; Aislamiento social; Marketing
    • Resumen
      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.
    • URI
      https://hdl.handle.net/10630/23935
    • DOI
      https://dx.doi.org/https://doi.org/10.1080/23311886.2022.2053271
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    Brand s communications in Covid 19 Social role during and after lockdown.pdf (3.602Mb)
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    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
     

     

    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA
    REPOSITORIO INSTITUCIONAL UNIVERSIDAD DE MÁLAGA