COVID时代的广告:对大流行相关电视广告的严密分析

IF 4.2 Q2 BUSINESS

Journal of Current Issues and Research In Advertising Pub Date : 2022-12-09 DOI:10.1080/10641734.2022.2149640

Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang

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引用次数: 0

摘要

摘要本研究探讨新冠肺炎公共卫生危机初期倡导的规范性信念。该研究利用Tight-Loose理论和Hofstede维度作为框架，分析了2020年3月至6月期间以N = 377个新冠病毒为中心的广告。这项研究的结果支持在专门用于COVID-19信息的广告中存在严格和宽松的导向。结果可能与人们在美国的预期相反，在美国，宽松的取向通常主导着社会规范。本研究为与COVID-19相关的品牌信息的发展阶段进行比较建立了一个基准。

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

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.

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来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量