Advertising in a Context Harm Crisis. Issue 3 (21st July 2021)

• Record Type: Journal Article
• Authors: Robinson, Thomas Derek; Veresiu, Ela
• Is Part Of: Journal of advertising. Volume 50:Issue 3(2021)
• Page Start: 221
• Page End: 229
• Publication Date: 2021-07-21
• Subjects: Advertising -- Periodicals; Advertising -- Research -- Periodicals; 659.105
• DOI: 10.1080/00913367.2021.1925604
• Languages: English
• ISSNs: 0091-3367

Abstract

Abstract: Context harm crises concern the challenges of advertising morally sound products in a context that is failing, as during COVID-19. Following Koselleck, we argue that crises interrupt the trajectory of existing social processes, thereby preventing consumers' expected future outcomes. We propose a three-step future framing advertising strategy in response: (1) mourning a future that was lost to facilitate emotional adaptation; (2) reconstructing a new future to facilitate rational action under conditions of ambivalence; and (3) establishing mythologies for future-oriented identity work to facilitate the existential demands of crises. We then discuss health messaging from the perspective of future framing.