Details on article
|Author||Olivares-Delgado F., Iglesias-Sánchez P.P., Benlloch-Osuna M.T., Heras-Pedrosa C.L., Jambrino-Maldonado C.|
|Title||Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots|
Olivares-Delgado F., Iglesias-Sánchez P.P., Benlloch-Osuna M.T., Heras-Pedrosa C.L., Jambrino-Maldonado C.; Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots ;International journal of environmental research and public health vol:17 issue: 23 page:
|Keywords||confinement; coronavirus; corporate ads; COVID-19; health communication; isolation; public health; resilience; risk communication; stress
|Link to article|| https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097037832&doi=10.3390%2fijerph17238876&partnerID=40&md5=c7dbd7b3fa0d4f72ac23d9dec0ced890
|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.
|Search Database||SC (Scopus)