Advertising in the Time of COVID-19: A Thematic and Social Engagement Analysis of Messages and Consumer Feedback

Abstract

Advertising is often considered a controversial societal mirror reflecting what consumers reportedly want, even in times of global strife such as the COVID-19 pandemic. This thematic analysis explores key themes in over 100 advertisements appearing in the United States during the early days of COVID-19. This analysis leverages the uses and gratification theory as a framework for a review of the strategic messaging, exploring advertising messaging in terms of impactful, appropriate, or tone-deaf communication. Within this discussion of pandemic advertising responses, successful and less successful branded responses in consumer-facing media are measured via consumer social media response. Based on this analysis, these authors conclude with future directions and recommendations. Recommendations for future academic investigations comparing these advertising responses to other advertisements in times of national and international crisis and a content analysis of the over 2300 COVID-19 advertisements. Also discussed is a potential addition to the uses and gratification theory to potentially serve as strategic guidance for both future academic analysis and industry professionals considering messaging strategies for branded crisis communication if another pandemic or other global crisis were to strike.