Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots
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Other documents of the author: Olivares-Delgado, Fernando; Iglesias Sánchez, Patricia P.; Benlloch Osuna, María Teresa; de las Heras-Pedrosa, Carlos; Jambrino Maldonado, Carmen
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comunitat-uji-handle2:10234/8013
comunitat-uji-handle3:10234/8014
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INVESTIGACIONMetadata
Title
Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual SpotsAuthor (s)
Date
2020-12-01Publisher
MDPIISSN
1661-7827; 1660-4601Bibliographic 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/ijerph17238876Type
info:eu-repo/semantics/articlePublisher version
https://www.mdpi.com/1660-4601/17/23/8876/htmVersion
info:eu-repo/semantics/publishedVersionSubject
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 ... [+]
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. [-]
Description
This article belongs to the Special Issue COVID-19 Global Threat: Information or Panic
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International Journal of Environmental Research and Public Health. 2020; 17(23)Funder Name
Corporate Brand Research Group UA_Brandscience (University of Alicante, Spain) | Programa Operativo FEDER Andalucía 2014-2020 | Universidad de Málaga
Project code
UMA18-FEDERJA-148
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info:eu-repo/semantics/openAccess
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