CRISIS COMMUNICATION IN ADVERTISING

COMUNICACIÓN DE CRISIS EN LA PUBLICIDAD

Lucimara Rett
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Lucimara Rett: UFRJ - Universidade Federal do Rio de Janeiro [Brasil] = Federal University of Rio de Janeiro [Brazil] = Université fédérale de Rio de Janeiro [Brésil]

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Abstract: The crisis communications is already integrated to the corporate communications, although it is more effectively applied in media relations offices. PhD Professor Karine Berthelot-Guide, from Paris-Sorbonne University, in France, brings the concept to advertising, which increases the interest in this new research challenge for brands in the context of convergence and participatory culture. As an exploratory study, this paper presents some examples where the brand manifestations are challenged by different kinds of mediation reinterpreted by the receiver, namely: space, human and virtual mediations.

Keywords: Advertising; Brands; Mediations; Prosumers; Crisis Communication; Publicidad; Marcas; Mediaciones; Prosumers; Comunicación de crisis; Publicidade; Marcas; Mediações (search for similar items in EconPapers)
Date: 2016
Note: View the original document on HAL open archive server: https://hal.science/hal-01571125
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Published in Revista Observatório, 2016, Comunicação: revisitando conceitos e teorias (Edição Especial 2 2016) Outubro 2016, 2 (4), pp.262-279. ⟨10.20873/uft.2447-4266.2016v2Especial2p262⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01571125

DOI: 10.20873/uft.2447-4266.2016v2Especial2p262

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