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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Universidad de Navarra
2023-01-01
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| Series: | Communication & Society (Formerly Comunicación y Sociedad) |
| Subjects: | |
| Online Access: | https://revistas.unav.edu/index.php/communication-and-society/article/view/42009 |