Advertising in times of war: Themes in Argentine print advertising during the Malvinas/Falklands War

Juan Mundel, Yadira Nieves-Pizarro

Research output: Contribution to journalArticlepeer-review

1 Scopus citations

Abstract

In the plethora of literature that investigates how the advertising industry reacts to changes in society, very few studies are concerned with regions outside of North America and Europe. For this study, we were interested in testing whether the conclusions of North American research in marketing communications would transfer to an understudied market. The ever-changing Argentine economy is a fertile ground to analyze changes in advertising strategies and tactics during times of turmoil. Thus, this study considered changes in appeals and strategies in print advertisements across two eras for the Latin American country: prewar (1981) and war (1982). With the advancement of the war efforts, results indicated that there were changes in (1) the tactical intent of the ads, (2) the nature of the advertiser, and (3) the products advertised. Additionally, our study shows that discursive strategies employed by advertisers were consistent with those emphasized by other media, such as television and print journalism.

Original languageEnglish (US)
Pages (from-to)158-179
Number of pages22
JournalJournal of Marketing Communications
Volume25
Issue number2
DOIs
StatePublished - Feb 17 2019
Externally publishedYes

Keywords

  • Advertising themes
  • Argentina
  • content analysis
  • Latin America
  • war

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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