Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns
Typically, consumer advertising is designed to promote or build brand identity for goods or services. Yet when a major crisis disrupts the everyday flow of life, advertisers often pivot from directly pitching their brands to conveying messages that somewhat reflect the tone of public service announ...
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| Format: | Article |
| Language: | English |
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Paderborn University: Media Systems and Media Organisation Research Group
2022-04-01
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| Series: | tripleC: Communication, Capitalism & Critique |
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| Online Access: | https://www.triple-c.at/index.php/tripleC/article/view/1310 |
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| author | Tony Kelso Zeynep Altinay |
| author_facet | Tony Kelso Zeynep Altinay |
| author_sort | Tony Kelso |
| collection | DOAJ |
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Typically, consumer advertising is designed to promote or build brand identity for goods or services. Yet when a major crisis disrupts the everyday flow of life, advertisers often pivot from directly pitching their brands to conveying messages that somewhat reflect the tone of public service announcements. After examining the nature of much of the television advertising produced shortly after the United States was placed on lockdown following the announcement of the COVID-19 pandemic, this exploratory study investigates posts to Twitter to begin to address the question: To what extent did viewers’ interpretations of pandemic-themed commercials either accord with or challenge the advertisers’ intended messages of hope? The results show that targeted consumers demonstrated a greater tendency to contest advertisers’ inspirational themes than to passively accept them. These findings are discussed within the context of advertising’s ideological function as propaganda aimed toward especially active audiences in the age of social media.
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| format | Article |
| id | doaj-art-a10f645ac66340818b23185dff09f436 |
| institution | DOAJ |
| issn | 1726-670X |
| language | English |
| publishDate | 2022-04-01 |
| publisher | Paderborn University: Media Systems and Media Organisation Research Group |
| record_format | Article |
| series | tripleC: Communication, Capitalism & Critique |
| spelling | doaj-art-a10f645ac66340818b23185dff09f4362025-08-20T02:55:12ZengPaderborn University: Media Systems and Media Organisation Research GrouptripleC: Communication, Capitalism & Critique1726-670X2022-04-0120110.31269/triplec.v20i1.13101310Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising CampaignsTony KelsoZeynep Altinay Typically, consumer advertising is designed to promote or build brand identity for goods or services. Yet when a major crisis disrupts the everyday flow of life, advertisers often pivot from directly pitching their brands to conveying messages that somewhat reflect the tone of public service announcements. After examining the nature of much of the television advertising produced shortly after the United States was placed on lockdown following the announcement of the COVID-19 pandemic, this exploratory study investigates posts to Twitter to begin to address the question: To what extent did viewers’ interpretations of pandemic-themed commercials either accord with or challenge the advertisers’ intended messages of hope? The results show that targeted consumers demonstrated a greater tendency to contest advertisers’ inspirational themes than to passively accept them. These findings are discussed within the context of advertising’s ideological function as propaganda aimed toward especially active audiences in the age of social media. https://www.triple-c.at/index.php/tripleC/article/view/1310advertisingaudience studiesCOVID-19propagandaTwitter |
| spellingShingle | Tony Kelso Zeynep Altinay Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns tripleC: Communication, Capitalism & Critique advertising audience studies COVID-19 propaganda |
| title | Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns |
| title_full | Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns |
| title_fullStr | Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns |
| title_full_unstemmed | Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns |
| title_short | Challenging Brands’ Calculated Messages of Hope during a Pandemic: Twitter-User Response to COVID-19 Advertising Campaigns |
| title_sort | challenging brands calculated messages of hope during a pandemic twitter user response to covid 19 advertising campaigns |
| topic | advertising audience studies COVID-19 propaganda |
| url | https://www.triple-c.at/index.php/tripleC/article/view/1310 |
| work_keys_str_mv | AT tonykelso challengingbrandscalculatedmessagesofhopeduringapandemictwitteruserresponsetocovid19advertisingcampaigns AT zeynepaltinay challengingbrandscalculatedmessagesofhopeduringapandemictwitteruserresponsetocovid19advertisingcampaigns |