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Journal article Open Access Scopus Source The journal / series is indexed in Scopus (SCImago list). The article itself has not been verified. 1 Citations Quartil Q3

Coping with Crises: A Study of Humor Appeal in Moroccan Advertising during the COVID-19

Abdelkrim Chirig , Karima Bouziane , Marouane Zakhir
ISLA — Instituto Politécnico de Gestão e Tecnologia
Information & Media, 18 07 2024
DOI: 10.15388/Im.2024.99.7

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Abstract
Introduction. The emergence of COVID-19 prompted diverse advertising strategies globally, with humor appeal being one of the notable approaches. Method. Thus, the aim of this research is to examine and analyze the utilization of humor appeal in Moroccan advertising during the pandemic, employing a semiotic perspective. Analysis. The study adopts a qualitative approach and employs Barthes’ model of denotative and connotative meanings for analysis. Results. The findings indicate that when humor is employed contextually, it significantly enhances the impact of the advertisements. The study reveals the creativity and adaptability of Moroccan advertising agencies in utilizing humor appeal to engage audiences during the crisis. Conclusion. This research highlights the effectiveness of humor appeal in advertising during unprecedented times, providing insights into adaptive advertising strategies through a semiotic analysis of the Moroccan context.

Keywords

#humor appeals #Advertising #COVID-19 pandemic #Crisis communication #semiotics #Roland Barthes #denotation and connotation #advertising agencies #audience engagement #Coronavirus disease 2019 (COVID-19) #Appeal #Coping (psychology) #2019-20 coronavirus outbreak #Severe acute respiratory syndrome coronavirus 2 (SARS-CoV-2) #Psychology

Bibliographic Details

Publication Type Journal article
Publication Year 2024
Journal / Conference / Work Information & Media
Quartile (SCImago) Q3
Scopus Indexing Indexed source (via SCImago)

ISLA Authors & Affiliations

K
Karima Bouziane
bouzianekarima@gmail.com ID: 8712-9647-75C0
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