Agata Olszanecka-Marmola
Media Management, Volume 9, Issue 2, 2021, pp. 369-385
The COVID-19 pandemic affects the media market, including the advertising strategies of most companies. Brands have to revise their messages and adapt them to the changing needs of consumers. The aim of this article is to identify the linguistic and visual techniques of persuasion used in TV commercials during the “national quarantine.” To achieve the research goal, the advertising messages were analyzed both in terms of image and sound used in the commercial. In presented research the examined TV spots were transcribed and divided into consecutive shots. The way of using these techniques was discussed on the example of advertisements for three critical industries during the pandemic: discount stores (Biedronka, Carrefour, Lidl), telecommunication companies (T-Mobile, Plus) and banks (ING Bank Śląski, Millennium). The conducted analysis shows that brands changed the advertising production process (handheld shots, usage of video conferencing tools, ads filmed at home) and adjusted their strategies to consumer expectations (focusing on safety and belongingness needs).