Advertising in times of crisis - A semiotic analysis of some savvy creative approaches

What is the right way to advertise in times of crisis? What changes compared to normal times?What must be said, and how? What kind of stories have to be told, so as to connect to a worriedconsumer? The presentation addresses these questions by a semiotic desk analysis of messagesadvertised in Western media from December 2008 to June 2009; that is, in a time of persistingrecession in all developed nations.

Advertising in times of crisis – A semiotic analysis of some savvy creative approaches

Joseph SassoonAlphabet Research, Italy


In the last ESOMAR Qualitative World Conference (Istanbul, November 2008) the author presented a new method combining...

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