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Artículos sobre Advertising

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Australia’s new ‘Arm Yourself’ COVID-19 vaccination campaign advertisement. Department of Health/Youtube

Australia’s new vaccination campaign is another wasted opportunity

The federal government’s new adverts ignore decades of research on what makes effective advertising.
Crises disrupt our expectations for the future, thereby affecting our emotions, planning behaviours and identities. (Unsplash/Nick Fewings)

Successful health campaigns during COVID-19 need to manage our altered ideas about the future

When a crisis like COVID-19 disrupts expectations for the future, it also disrupts how health messaging works. Advertising research shows three ways that health campaigns can succeed in a crisis.
Eugene DePasquale, left, Democratic candidate in Pennsylvania’s 10th Congressional District, in Harrisburg, Penn., Sept. 19, shows that even the traditional handshake with voters has changed in pandemic-era campaigns. om Williams/CQ-Roll Call, Inc via Getty Images

From recording videos in a closet to Zoom meditating, 2020’s political campaigns adjust to the pandemic

How do you run a political campaign in a pandemic? From data brokers to advertising firms to voter registration volunteers, the players in campaigns are making adjustments, large and mostly small.
‘What happened to Joe Biden?’ A 2020 Trump campaign attack advert. Donald J Trump/YouTube

How political attack adverts can backfire

Negative political advertising can actually spark more curiosity about a policy issue.
President John F. Kennnedy personally bid the first Peace Corps volunteers farewell. AP Photo/William J. Smith

How the US government sold the Peace Corps to the American public

The agency’s earliest ad campaigns emphasized youthful idealism, patriotism and travel opportunities. That was an easier sell than urging Americans to enlist in an anti-communist operation.

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