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  • 标题:Governmental Communication and Brand Advertising During the COVID-19 Pandemic
  • 本地全文:下载
  • 作者:Álvaro Jiménez-Sánchez ; Vasilica-Maria Margalina ; Eliza Vayas-Ruiz
  • 期刊名称:Trípodos. Facultat de Comunicació Blanquerna.
  • 印刷版ISSN:2340-5007
  • 出版年度:2020
  • 卷号:47
  • 期号:2
  • 页码:29-46
  • 语种:English
  • 出版社:Facultat de Comunicació Blanquerna URL
  • 摘要:The COVID-19 pandemic has prompt­ed governments and brands around the world to produce short audiovisual spaces with different objectives. This research examines the governmental and business communication within the Ibero-American sphere. Audiovisual products belonging to YouTube official channels of govern­mental institutions were observed. These productions have been categorized ac­cording to their intention (informative, appealing, emotional or poetic). Results show a predominance of refer­ential videos in government commu­nication, followed by the appealing intention and somewhat less by the emotional and poetic intentions. The intention of the business spots can also be categorized into the follow­ing: informing about what companies do during the COVID-19 crisis, their support of the StayHome campaign, messages of encouragement, sales of products or brand image, gratitude campaigns towards professionals and citizens, and focusing on the return af­ter the pandemic. It is concluded that governments and businesses are marking arduous me­dia efforts during the health emergen­cy, with special differences in terms of quality and quantity. Finally, recom­mendations are made in this regard. .
  • 关键词:brand advertising; governmental communication; crisis communication; coronavirus; COVID-19
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