Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots
2020
Fernando Olivares-Delgado | Patricia P. Iglesias-Sánchez | María Teresa Benlloch-Osuna | Carlos de las Heras-Pedrosa | Carmen Jambrino-Maldonado
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.
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