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  1. Article ; Online: Brand’s communications in Covid-19. Social role during and after lockdown

    Patricia P. Iglesias-Sánchez / Carmen Jambrino-Maldonado / Carlos de Las Heras-Pedrosa / Noelia Frías Villegas / Fernando Olivares-Delgado

    Cogent Social Sciences, Vol 8, Iss

    2022  Volume 1

    Abstract: 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 ... ...

    Abstract 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.
    Keywords Branding ; communication ; lockdown ; COVID-19 ; health crisis ; advertising ; Social Sciences ; H
    Subject code 360
    Language English
    Publishing date 2022-12-01T00:00:00Z
    Publisher Taylor & Francis Group
    Document type Article ; Online
    Database BASE - Bielefeld Academic Search Engine (life sciences selection)

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  2. Article ; Online: Resilience and Anti-Stress during COVID-19 Isolation in Spain

    Fernando Olivares-Delgado / Patricia P. Iglesias-Sánchez / María Teresa Benlloch-Osuna / Carlos de las Heras-Pedrosa / Carmen Jambrino-Maldonado

    International Journal of Environmental Research and Public Health, Vol 17, Iss 8876, p

    An Analysis through Audiovisual Spots

    2020  Volume 8876

    Abstract: 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 ... ...

    Abstract 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.
    Keywords COVID-19 ; coronavirus ; isolation ; confinement ; resilience ; stress ; Medicine ; R
    Subject code 410
    Language English
    Publishing date 2020-11-01T00:00:00Z
    Publisher MDPI AG
    Document type Article ; Online
    Database BASE - Bielefeld Academic Search Engine (life sciences selection)

    Full text online

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    Inter-library loan at ZB MED

    Your chosen title can be delivered directly to ZB MED Cologne location if you are registered as a user at ZB MED Cologne.

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