Advertising in times of pandemics

new challenges and approaches

Abstract

Advertising has always been, and continues to be, an important indicator of social change across all areas. Even when confronted with extreme situations, such as the one we are currently experiencing, contemporary Western societies maintain the need to continue their processes, as the wheels of the economy on which we depend must keep turning, regardless of setbacks that threaten to disrupt the system. Advertising, therefore, must adapt quickly and effectively to the profound paradigm shift caused by the pandemic: while new advertising messages emphasize the necessity of sustaining the consumption process, they also need to visibly underscore the complete alignment of interests between advertiser and consumer.