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Advertising in a Context Harm Crisis

Robinson, T. ORCID: 0000-0003-2083-1568 & Veresiu, E. (2021). Advertising in a Context Harm Crisis. Journal of Advertising, 50(3), pp. 221-229. doi: 10.1080/00913367.2021.1925604


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: Copyright 2021, The Author(s). Published with license by Taylor & Francis Group, LLC. This is an Open Access article distributed under the terms of the Creative Commons Attribution-NonCommercial-NoDerivatives License (, which permits non-commercial re-use, distribution, and reproduction in any medium, provided the original work is properly cited, and is not altered, transformed, or built upon in any way.
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: Bayes Business School > Management
Text - Published Version
Available under License Creative Commons Attribution Non-commercial No Derivatives.

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