Proceedings of The 5th International Academic Conference on Management and Economics
Advertising in Media during the Covid-19 Pandemic
Panagiotis Tzavaras, Aria Angeliki Bousoulegka, Spyridon Stelios
The present paper examines and analyzes social advertising both in social media and mass media during the first lockdown of the covid-19 pandemic in Greece. More specifically, it presents a quantitative analysis of the advertisements that were presented in the coronavirus campaigns “stay at home” and “stay safe”, from March to June 2020, based on semiotic and communication models.
The aim of the research is to find out to what extend those advertising spots shaped the new daily life of the citizens, acting either informatively or instructively. It was found that the specific coronavirus social ads neither did they meet the expectations, nor resulted as expected or exceeded the deliverables, but they more reproduced stereotypes and were designed based on obsolete strategies.