Advertising of leading brands in the face of the crisis
Abstract
The recent economic crisis has changed our reality. The leading brands have taken the opportunity to show through advertising their resilience and strength in facing the charges of the crisis. This article analyzes the advertising messages of three leading brands, analyzing three pieces of advertising spots –one for each brand– through the use of content analysis technique.
This study will allow us to recognize the employment that these leading brands have made of the economic crisis in their advertising messages and to know which are the reasons that motivate these brands to make use of the crisis in their advertising messages.
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