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| Id | 566 | |
| 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 | |
| Reference | 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: |
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| Link to article | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85097037832&doi=10.3390%2fijerph17238876&partnerID=40&md5=c7dbd7b3fa0d4f72ac23d9dec0ced890 |
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| 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. |
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. Thus % of the population considered that advertising should show how companies can be useful in the new daily life while % considered that advertising should use a reassuring tone supporting resilience and anti-stress messages in response to confinement. Based on the above the purpose of this research was to discover whether audiovisual business communication broadcasts through mass channels have played a social function during isolation particularly regarding their service to public health in this exceptional and adverse situation caused by the COVID- pandemic. These results provide evidence regarding how companies/brands can spread messages that help the population in terms of both of the key psychological issues of resilience and de-stress and the importance both acquire in terms of the creative axis in advertising campaigns broadcasted during the phase of isolation. Companies and brands have played a social role acting in the public interest against the pandemic and having a direct eect on the health and psychological comfort of society.
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