Global COVID-19 Advertisements: Use of Informational, Transformational and Narrative Advertising Strategies.

Abstract:

:This study employs the informational and transformational approaches from Taylor's Six-Segment Message Strategy Wheel and narrative transportation theory to understand the use of different advertising message strategies in COVID-19 advertisements on a global scale. Understanding how advertisers constructed their public messages during a global pandemic is a necessary first step before follow-up research can be done to assess which message strategies were most effective. Content analysis was performed on the entire COVID-19 video ad library (N = 354) from Ads of the World website that were published from March to September 2020 from 49 countries. Results suggested that most of the ads used a transformational strategy with a focus on the social aspect of limiting community spread instead of an informational approach. Many of the ads also employed a narrative message strategy that used storytelling to transport and persuade viewers. Perhaps the most interesting finding is that the use of narrative message strategy was related to storytelling, ad length, music, and humor, but independent from the use of informational strategies.

journal_name

Health Commun

journal_title

Health communication

authors

Deng T,Ekachai D,Pokrywczynski J

doi

10.1080/10410236.2020.1859725

subject

Has Abstract

pub_date

2020-12-22 00:00:00

pages

1-9

eissn

1041-0236

issn

1532-7027

pub_type

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