Vol. 16 No. 30 (2021): Number with Special Issue
SPECIAL ISSUE
Advertising in times of the pandemic: new challenges and approaches
EDITORS
Elsa Simões, University of Fernando Pessoa
Sandra Tuna, University of Fernando Pessoa
Advertising has always been, and continues to be, an important indicator of social changes in all areas. Even when faced with extreme situations, such as the one we are currently experiencing, contemporary Western societies maintain the need to continue with their processes, as the wheels of the economy on which we depend must continue to turn, regardless of the setbacks that threaten lock the system. Advertising, therefore, must adapt quickly and effectively to the profound paradigm shift caused by the pandemic: while new advertising messages emphasize the need to keep the consumption process alive, they must also visibly highlight the complete alignment of interests between advertiser and consumer.
Published:
2021-06-30
