Nurtured and sorrowful: Positive and negative emotional appeals in early COVID-19 themed brand communications

This study examines the prevalence of emotional appeals in COVID-19-themed brand advertisements from around the world in the months immediately following the World Health Organization’s declaration of the coronavirus outbreak as a pandemic. The study analyses the frequencies of use of positive and...

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Hlavní autoři:	Marta Mensa, Lizardo Vargas-Bianchi
Médium:	Artigo
Jazyk:	Inglês
Vydáno:	Universidad de Navarra 2023-01-01
Edice:	Communication & Society (Formerly Comunicación y Sociedad)
Témata:	Emotional appeals COVID-19 communication brand advertisements
On-line přístup:	https://revistas.unav.edu/index.php/communication-and-society/article/view/42009
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