Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials

Abstract

Abstract This research explores normative beliefs advocated in the earliest stage of the COVID-19 public health crisis. The exploration utilizes Tight-Loose Theory and Hofstede’s dimensions as frameworks to analyze N = 377 COVID-centered ads run from March to June 2020. The findings from this research support the presence of both tight and loose orientations in ads dedicated to COVID-19 messaging. The outcome is contrary to what one might expect in the US, a country where a loose orientation generally dominates societal norms. This research establishes a benchmark for comparison with the evolutionary stages of branded messages related to COVID-19.