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Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots

Author

Listed:
  • Fernando Olivares-Delgado

    (Department of Communication and Social Psychology, Faculty of Economics and Business Studies, Universidad de Alicante, 03080 Alicante, Spain)

  • Patricia P. Iglesias-Sánchez

    (Department of Business and Administration, Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Málaga, Spain)

  • María Teresa Benlloch-Osuna

    (Department of Communication Sciences, Faculty of Human and Social Sciences, Universitat Jaume I., 12071 Castellón de la Plana, Spain)

  • Carlos de las Heras-Pedrosa

    (Department of Audiovisual Communication and Advertising, Faculty of Communications Sciences, Universidad de Málaga, 29071 Málaga, Spain)

  • Carmen Jambrino-Maldonado

    (Department of Business and Administration, Faculty of Economics and Business Studies, Universidad de Málaga, 29071 Málaga, Spain)

Abstract

This study analyses broadcasted advertising spots during the COVID-19 isolation period in Spain. It aims to identify the narrative communicative resources and messages spread by companies/brands under the background of a global pandemic, where a common pattern highlighting the social function of brands is supposed, specifically regarding stress and resilience. We propose a mixed method based on the combination of qualitative analysis of the content of a compendium of 71 commercials and statistical analysis to group and test the correlations between some key variables, thus incorporating multivariate analysis with a quantitative method. Our main finding is the collective trend and communicative behaviour in the advertising of companies/brands during isolation, in which a change in the traditional role of advertising communication has occurred, where advertisers have become a key support in combatting the disease and a key support for health and psychological management in the Spanish population. In fact, they act as guardians of resilience and promoters for alleviating stress.

Suggested Citation

  • Fernando Olivares-Delgado & Patricia P. Iglesias-Sánchez & María Teresa Benlloch-Osuna & Carlos de las Heras-Pedrosa & Carmen Jambrino-Maldonado, 2020. "Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots," IJERPH, MDPI, vol. 17(23), pages 1-23, November.
    • Handle: RePEc:gam:jijerp:v:17:y:2020:i:23:p:8876-:d:453248
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    References listed on IDEAS

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    1. Carlos de las Heras-Pedrosa & Pablo Sánchez-Núñez & José Ignacio Peláez, 2020. "Sentiment Analysis and Emotion Understanding during the COVID-19 Pandemic in Spain and Its Impact on Digital Ecosystems," IJERPH, MDPI, vol. 17(15), pages 1-22, July.
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    4. Patricia P. Iglesias-Sánchez & Gustavo Fabián Vaccaro Witt & Francisco E. Cabrera & Carmen Jambrino-Maldonado, 2020. "The Contagion of Sentiments during the COVID-19 Pandemic Crisis: The Case of Isolation in Spain," IJERPH, MDPI, vol. 17(16), pages 1-10, August.
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    Cited by:

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