Global COVID-19 Advertisements: Use of Informational, Transformational and Narrative Advertising Strategies.
Health Commun
; 37(5): 628-636, 2022 May.
Article
in English
| MEDLINE | ID: covidwho-990324
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.
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Main subject:
Advertising
/
COVID-19
Type of study:
Cohort study
/
Observational study
/
Prognostic study
/
Qualitative research
Limits:
Humans
Language:
English
Journal:
Health Commun
Journal subject:
Health Services Research
/
Health Services
Year:
2022
Document Type:
Article
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