Confinement narratives: TV advertising during the coronavirus outbreak in Spain
Resumen
Spain had been one of the worst affected countries during the first wave of the coronavirus pandemic, and by mid-March it had enforced one of the strictest lockdowns in Europe. As ethnographers, we have to deal with the unexpected (Canals, 2020) and cultural narratives embedded in widely broadcast audiovisual productions can be a key source for analysing social discourses and prevalent images during exceptional periods. Of these productions, TV advertising can be extremely valuable, with its intentional micro-stories of everyday life that condense self-contained, meaningful audiovisual tales into less than 60 seconds. I examine here cultural narratives on the quarantine and subsequent de-escalation process in Spain by analysing a sample of 32 spots from 17 different brands and institutions in two different rounds of advertising. Among the recurrent tropes, a consistent storyline on a new sense of communitas is forged by emphasising resilience and continuity as cornerstones for a more robust concept of togetherness based on the idea of mutuality of sharing – drawing upon Sahlins’ “mutuality of being” (2013).
Palabras clave
Publicidad, Confinamiento, Coronavirus, Narrativas culturalesCitas
Advertiser Perceptions. (2020). Coronavirus Effect on Advertising Report. New York. Retrieved from https://www.advertiserperceptions.com/wp-content/uploads/2020/03/03.25.2020-Coronavirus-Effect-on-Advertising-WEBINAR-PDF-1.pdf
Alston, P. (2020). Statement by Professor Philip Alston, United Nations Special Rapporteur on extreme poverty and human rights, on his visit to Spain, 27 January – 7 February 2020.
Anta, J.-L. (2020). Acontecimiento y control social. El Régimen de confinamiento durante el Covid-19. Periferia, 25(2), 216–226. https://doi.org/https://doi.org/10.5565/rev/periferia.745
Appadurai, A. (2020). The COVID exception. Social Anthropology, 0(0), 1–2. https://doi.org/https://doi.org/10.1111/1469-8676.12898
Augé, M. (1995). Non-places: Introduction to an Anthropology of Supermodernity. London, New York: Verso.
Bauchner, H., & Easley, T. J. (2020). Health Care Heroes of the COVID-19 Pandemic. JAMA - Journal of the American Medical Association, 323(20), 2021. https://doi.org/10.1001/jama.2020.6197
Bennett, R., & Daniel, M. (2002). Media reporting of Third World disasters: the journalist’s perspective. Disaster Prevention and Management: An International Journal, 11(1), 33–42.
https://doi.org/10.1108/09653560210421682
Biscop, S. (2020). Coronavirus and Power: The Impact on International Politics. Security Policy Brief, 126, 1–4.
Brader, T. (2005). Striking a Responsive Chord: How Political Ads Motivate and Persuade Voters by Appealing to Emotions. American Journal of Political Science, 49(2), 388–405. https://doi.org/https://doi.org/10.1111/j.0092-5853.2005.00130.x
Browne, B. A. (1998). Gender Stereotypes in Advertising on Children’s Television in the 1990s: A Cross-National Analysis. Journal of Advertising, 27(1), 83–96. Retrieved from http://www.scopus.com/inward/record.url?eid=2-s2.0-0002580804&partnerID=40&md5=ab9598295afa196c6f76be895fc76c8f
Caro Almela, A. (2007). Fundamentos epistemológicos y metodológicos para un estudio científico de la publicidad. Pensar La Publicidad., 1(1), 55–82. https://doi.org/-
Casero-Ripollés, A. (2020). Impact of covid-19 on the media system. Communicative and democratic consequences of news consumption during the outbreak. Profesional de La Informacion, 29(2), 1–11. https://doi.org/10.3145/epi.2020.mar.23
Chang, C., & Lee, Y.-K. (2009). Framing Charity Advertising: Influences of Message Framing, Image Valence, and Temporal Framing on a Charitable Appeal. Journal of Applied Social Psychology, 39(12), 2910–2935. https://doi.org/10.1111/j.1559-1816.2009.00555.x
del Riego, C. (2020, April 27). España detecta 200 acciones de desinformación bajo la alarma. La Vanguardia (Edición Digital).
Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of Business Research, 117, 284–289. https://doi.org/10.1016/j.jbusres.2020.06.008
Escalas, J. E., & Stern, B. B. (2003). Sympathy and Empathy: Emotional Responses to Advertising Dramas. Journal of Consumer Research, 29(4), 566–578. https://doi.org/10.1086/346251
Eurofound. (2020). Work, teleworking and COVID-19.
Farris, N. (2014). The proof is in the pudding: Gender specific stereotypes in television advertisements. In N.
Farris, M. A. Davis, & R. Compton (Eds.), Illuminating How Identities, Stereotypes and Inequalities Matter through Gender Studies (pp. 71–81). University of West Alabama, Livingston, AL, United States: Springer. https://doi.org/10.1007/978-94-017-8718-5_6
Fernández, G. (2019). VIII Informe sobre exclusión y desarrollo social en España. Madrid. Retrieved from https://caritas-web.s3.amazonaws.com/main-files/uploads/sites/16/2019/05/Informe-FOESSA-2019-completo.pdf
Grau Rebollo, J. (2020). "El papel de la publicidad en el abordaje de la vulnerabilidad social. Panorama y reflexiones a propósito del caso español". Intexto, 49, 18-40. https://doi.org/10.19132/1807-8583202049.18-40.
He, Q., Liu, J., Wang, S., & Yu, J. (2020). The impact of COVID-19 on stock markets. Economic and Political Studies, 1–14. https://doi.org/10.1080/20954816.2020.1757570
Hennekens, C. H., George, S., Adirim, T. A., Johnson, H., & Maki, D. G. (2020). The Emerging Pandemic of Coronavirus and the Urgent Need for Public Health Leadership. The American Journal of Medicine, 133(6), 648–650. https://doi.org/10.1016/j.amjmed.2020.03.001
Lee, T. D., Chung, W., & Taylor, R. (2011). A strategic response to the financial crisis: an empirical analysis of financial services advertising before and during the financial crisis. Journal of Services Marketing, 25(3), 150–164. https://doi.org/https://doi.org/10.1108/08876041111129146
Martin, A. (2019). What are the Differences Between Advertisements and Commercials?
Moncloa Palace. (2020). Government approves de-escalation plan which will gradually be implemented until end of June. Retrieved July 6, 2020, from La Moncloa website: https://www.lamoncloa.gob.es/lang/en/gobierno/councilministers/Paginas/2020/20200428council.aspx
Nielsen. (2020a). Staying put: consumers forced indoors during crisis spend more time on media. Retrieved July 2, 2020, from Nielsen.com website: https://www.nielsen.com/us/en/insights/article/2020/staying-put-consumers-forced-indoors-during-crisis-spend-more-time-on-media/
Nielsen. (2020b). The impact of covid-19 on media consumption across North Asia. Retrieved July 2, 2020, from Nielsen.com website: https://www.nielsen.com/apac/en/insights/report/2020/the-impact-of-covid-19-on-media-consumption-across-north-asia/
Rodríguez-Ferrand, G. (2020, June 25). Spain: Government Employees Authorized to Telework up to Four Days a Week.
Sánchez, M. Á. (2020). Estudio Infoadex de la inversión publicitaria en España. Madrid.
Sanfilippo, F., Bignami, E., Lorini, F. L., & Astuto, M. (2020). The importance of a “socially responsible” approach during COVID-19: The invisible heroes of science in Italy. Critical Care, 24(1). https://doi.org/10.1186/s13054-020-02998-0
Scopen. (2020). Trend Score España. Especial Covid-19. Madrid.
Taylor, C. R. (2020). Advertising and COVID-19. International Journal of Advertising, 39(5), 587–589. https://doi.org/10.1080/02650487.2020.1774131
Torres, I., & Briggs, E. (2007). Identification Effects on Advertising Response: The Moderating Role of Involvement. Journal of Advertising, 36, 97–108. https://doi.org/10.2753/JOA0091-3367360307
Vestergaard, A. (2013). Humanitarian appeal and the paradox of power. Critical Discourse Studies, 10(4), 444–467. https://doi.org/10.1080/17405904.2012.744322
Vorhaus, M. (2020, April 27). COVID-19 represents the biggest challenge to media advertising expenditures ever. Forbes. Retrieved from https://www.forbes.com/sites/mikevorhaus/2020/04/27/covid-19-represents-the-biggest-challenge-to-media-advertising-expenditures-ever/#5b207e357398
Žižek, S. (2020). Pandemic!: COVID-19 Shakes the World. Cambridge: Polity.
Publicado
Versiones
- 17-06-2021 (2)
- 17-06-2021 (1)
Descargas
Derechos de autor 2021 Jordi Grau Rebollo
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
