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Linguistic Landscape: Online-First Articles

Solidarity for sale

Corporate social responsibility and newsjacking in global advertising during the Covid-19 pandemic

ORCID logo | University of Groningen

The outbreak of the Covid-19 pandemic had a strong impact on brand behaviour both locally and internationally, and many companies undertook activities of corporate social responsibility (CSR) by transforming factories to produce ventilators or hand sanitiser. This study argues that increased CSR was also visible in the semiotic landscape due to changes in marketing strategies, as, in place of standard advertisement, companies used creative and often humoristic language alongside visual cues to repeat safety messages put forward by healthcare officials (e.g., ‘stay home’ or ‘wear a mask’). While echoing important advice, such communications also function as newsjacking, whereby brands make use of topical news stories to gain visibility. Examining international advertising in the digital space, the study shows how newsjacking with emphasis on solidarity through the shared pandemic experience allowed companies to represent their brands in a positive light and develop their public images in a time of crisis.

Keywords: linguistic landscape, semiotics, advertising, brand communication, corporate social responsibility, newsjacking, Covid-19
Article outline
  • 1.Introduction
  • 2.Background
    • 2.1Newsjacking
    • 2.2Corporate social responsibility
  • 3.The study
    • 3.1#StayHome and quarantine
    • 3.2Social distancing
    • 3.3Wash your hands
    • 3.4Wear a mask
  • 4.Discussion
  • 5.Conclusion
  • Notes
  • Author queries
  • References
This content is being prepared for publication; it may be subject to changes.
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