Olivares-Delgado, Fernando, Iglesias-Sánchez, Patricia P., Benlloch Osuna, María Teresa, de las Heras-Pedrosa, Carlos, Jambrino-Maldonado, Carmen
Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots
Olivares-Delgado F, Iglesias-Sánchez PP, Benlloch-Osuna MT, Heras-Pedrosa C, Jambrino-Maldonado C. Resilience and Anti-Stress during COVID-19 Isolation in Spain: An Analysis through Audiovisual Spots. International Journal of Environmental Research and Public Health. 2020; 17(23):8876. https://doi.org/10.3390/ijerph17238876
URI: http://hdl.handle.net/10045/110818
DOI: 10.3390/ijerph17238876
ISSN: 1661-7827 (Print)
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.
Keywords:COVID-19, Coronavirus, Isolation, Confinement, Resilience, Stress, Corporate ads, Health communication, Risk communication, Public health
MDPI
info:eu-repo/semantics/article