文章基本信息

标题：Brand’s communications in Covid-19. Social role during and after lockdown
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作者：Patricia P.Iglesias-Sánchez ; Carmen Jambrino-Maldonado ; Carlos de Las Heras-Pedrosa 等
期刊名称：Cogent Social Sciences
电子版ISSN：2331-1886
出版年度：2022
卷号：8
期号：1
页码：1-14
DOI：10.1080/23311886.2022.2053271
语种：English
出版社：Taylor and Francis Ltd
摘要：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.
关键词：Branding ;communication ;lockdown ;COVID-19 ;health crisis ;advertising