Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots
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Title: | Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots |
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Authors: | Olivares-Delgado, Fernando | Iglesias-Sánchez, Patricia P. | Benlloch Osuna, María Teresa | de las Heras-Pedrosa, Carlos | Jambrino-Maldonado, Carmen |
Research Group/s: | Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE) |
Center, Department or Service: | Universidad de Alicante. Departamento de Comunicación y Psicología Social |
Keywords: | COVID-19 | Coronavirus | Isolation | Confinement | Resilience | Stress | Corporate ads | Health communication | Risk communication | Public health |
Knowledge Area: | Comunicación Audiovisual y Publicidad |
Issue Date: | 29-Nov-2020 |
Publisher: | MDPI |
Citation: | Olivares-Delgado F, Iglesias-Sánchez PP, Benlloch-Osuna MT, Heras-Pedrosa C, 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. 2020; 17(23):8876. https://doi.org/10.3390/ijerph17238876 |
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. |
Sponsor: | The research was funded by Corporate Brand Research Group UA_Brandscience (University of Alicante, Spain) and the Programa Operativo FEDER Andalucía 2014-2020 under grant number UMA18-FEDERJA-148 and Plan Propio Universidad de Málaga. |
URI: | http://hdl.handle.net/10045/110818 |
ISSN: | 1661-7827 (Print) | 1660-4601 (Online) |
DOI: | 10.3390/ijerph17238876 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © 2020 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (http://creativecommons.org/licenses/by/4.0/). |
Peer Review: | si |
Publisher version: | https://doi.org/10.3390/ijerph17238876 |
Appears in Collections: | INV - UA.BRANDSCIENCE - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Olivares-Delgado_etal_2020_IntJEnvironResPublicHealth.pdf | 4,09 MB | Adobe PDF | Open Preview | |
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