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Advertising in a Context Harm Crisis

Robinson, T. ORCID: 0000-0003-2083-1568 and Veresiu, E. (2021). Advertising in a Context Harm Crisis. Journal of Advertising,


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 adaption; 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.

Publication Type: Article
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Advertising on 2021, to be available online:
Publisher Keywords: context harm crisis; future framing; health messaging
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
H Social Sciences > HF Commerce
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Departments: Business School > Management
Date Deposited: 08 Apr 2021 12:22
[img] Text - Accepted Version
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