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

{"title":"COVID时代的广告:对大流行相关电视广告的严密分析","authors":"Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang","doi":"10.1080/10641734.2022.2149640","DOIUrl":null,"url":null,"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.","PeriodicalId":43045,"journal":{"name":"Journal of Current Issues and Research In Advertising","volume":"44 1","pages":"123 - 141"},"PeriodicalIF":4.2000,"publicationDate":"2022-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials\",\"authors\":\"Cynthia R. Morton, N. Dodoo, J. Villegas, Sophia Mueller, Hyeonjeen Chang\",\"doi\":\"10.1080/10641734.2022.2149640\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":43045,\"journal\":{\"name\":\"Journal of Current Issues and Research In Advertising\",\"volume\":\"44 1\",\"pages\":\"123 - 141\"},\"PeriodicalIF\":4.2000,\"publicationDate\":\"2022-12-09\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Current Issues and Research In Advertising\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10641734.2022.2149640\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Current Issues and Research In Advertising","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10641734.2022.2149640","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}

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。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

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.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Current Issues and Research In Advertising Multiple-

CiteScore

5.80

自引率

32.40%

发文量