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Journal of Current Issues & Research in Advertising Volume 44, 2023 - Issue 2
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Research Articles

Advertising in the Times of COVID: A Tight-Loose Analysis of Pandemic-Related TV Commercials

Cynthia R. Mortona College of Journalism and Communications, University of Florida, Gainesville, Florida, USACorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0001-8367-9693
ORCID Icon,
Naa Amponsah Dodoob Department of Marketing Communication, Emerson College, Boston, Massachusetts, USA
,
Jorge Villegasc College of Business and Management, University of Illinois Springfield, Springfield, Illinois, USAORCID Iconhttps://orcid.org/0000-0003-1929-9981
ORCID Icon,
Sophia Muellera College of Journalism and Communications, University of Florida, Gainesville, Florida, USA
&
Hye Soo Changa College of Journalism and Communications, University of Florida, Gainesville, Florida, USA
Pages 123-141 | Published online: 09 Dec 2022
 
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Abstract

This research explores normative beliefs advocated in the earliest stage of the COVID-19 public health crisis. The exploration utilizes Tight-Loose Theory and Hofstede’s dimensions as frameworks to analyze N = 377 COVID-centered ads run from March to June 2020. The findings from this research support the presence of both tight and loose orientations in ads dedicated to COVID-19 messaging. The outcome is contrary to what one might expect in the US, a country where a loose orientation generally dominates societal norms. This research establishes a benchmark for comparison with the evolutionary stages of branded messages related to COVID-19.

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