Evolution of advertising messages in the face of covid-19 during the years 2020 and 2021: comparative analysis in Spain and Portugal
DOI:
https://doi.org/10.11606/issn.1984-5057.v15i1e213845Keywords:
Advertising, COVID-19, Spain, Portugal, PandemicAbstract
In this article we present an investigation carried out in Spain and Portugal on the discursive mechanisms that the main advertisers in each country have carried out during the months after being confined by the COVID-19 pandemic. Starting from a methodological design anchored in the semiotics of discourse, we analyze a sample of advertising spots broadcast during prime-time with the aim of advancing the knowledge of discursive strategies in times of crisis. After a first study published in 2020 focused on the toughest months of the pandemic in both countries, we now offer a work that complements that one and that shows how advertisers seem to ignore the health crisis, still active in 2021. We are entering a a new normal that, although it has not fully reached citizenship, it does seem to have arrived based on the pulicitario imaginary. Suddenly, we return to a dreamlike space in which we can be happy with the acquisition of goods and services. Consumption is back, the old world of advertising is back.
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Copyright (c) 2023 Pedro Hellín, Antonio Raúl Fernández Rincón, Ivonne Ferreira
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