Nurtured and sorrowful: Positive and negative emotional appeals in COVID-19 themed brand communications

This study aims to analyze emotional appeals in brand advertisements themed in COVID-19 during the immediate months after the World Health Organization declared the coronavirus outbreak as a pandemic. The study focused on the frequencies of use of positive and negative emotional appeals in ad contents, and on the concurrent combinations of those appeals. Researchers conducted a content analysis among ads included in an online archive, selected by industry professionals for their creative quality. The results reveal a preference for positive emotions, as nurturance and affiliation show the highest frequency of use. These appeals, along with sorrow, nostalgia, and excitement, were preferred to be used concurrently. Research findings are consistent with the literature and lead to future examination of emotional appeals in advertising under stressful and uncertain circumstances.