Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots

Fernando Olivares-Delgado, Patricia P. Iglesias-Sánchez, María Teresa Benlloch-Osuna, Carlos de las Heras-Pedrosa and Carmen Jambrino-Maldonado
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Fernando Olivares-Delgado: Department of Communication and Social Psychology, Faculty of Economics and Business Studies, Universidad de Alicante, 03080 Alicante, Spain
Patricia P. Iglesias-Sánchez: Department of Business and Administration, Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Málaga, Spain
María Teresa Benlloch-Osuna: Department of Communication Sciences, Faculty of Human and Social Sciences, Universitat Jaume I., 12071 Castellón de la Plana, Spain
Carlos de las Heras-Pedrosa: Department of Audiovisual Communication and Advertising, Faculty of Communications Sciences, Universidad de Málaga, 29071 Málaga, Spain
Carmen Jambrino-Maldonado: Department of Business and Administration, Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Málaga, Spain

IJERPH, 2020, vol. 17, issue 23, 1-23

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.

Keywords: COVID-19; coronavirus; isolation; confinement; resilience; stress; corporate ads; health communication; risk communication; public health (search for similar items in EconPapers)
JEL-codes: I I1 I3 Q Q5 (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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