The role of advertising in facing crises (COVID 9 crisis) by adopting the concept of social responsibility

Mohsen Elassi, Hebaallh

doi:10.21608/maut.2021.145238

The role of advertising in facing crises (COVID 9 crisis) by adopting the concept of social responsibility

Editorial

Author

hebaallh mohsen elassi

Faculty of Applied Arts, Damietta University

10.21608/maut.2021.145238

Abstract

Abstract
This study summarized in shedding light on the primary role that advertising plays in its various forms in advertising media in the face of crises, especially the crisis of emerging Corona Virus (Covid-19)؛ Where advertising plays the role of mediator between the crisis and society, but this role may be positive and may be negative. Sometimes the impact of the media on crises is negative, rather than clarifying facts, spreading awareness and conveying news, it is a passage of rumors and a source of fallacies.
Where the research problem lies in the following question: Can advertising of all kinds be employed positively in a way that achieves community awareness as a kind of contribution and social responsibility? The research assumes that using social distancing strategy and its application in advertising ideas can work to improve the mental image of the bodies and institutions of the current and prospective audience, also the implementation of some advertising ideas may contribute to modifying personal and purchasing behavior of individuals and educate recipients and guiding them toward the risk of publishing or Confirming rumors on Social communication sites, and the research aims to study the role of advertising in all its forms in facing the crisis of emerging Corona Virus (Covid-19) by adopting the concept of social responsibility, the importance of the research lies in the lack of interest of some advertising designers in applying the concept of social responsibility to the bodies and institutions in Egypt despite the spread of the concept of social responsibility outside , as well as the development of the recipient's psychology and not being affected by traditional awareness advertisements and searching for everything new and attractive to attention, in addition to the urgent need for untraditional awareness advertisement in all advertising media to contribute to awareness and guidance of the recipients during the the crisis of emerging Corona Virus , the research methodology is based on the descriptive and analytical approach to a group of designs in various advertising media that adopt the concept of social responsibility.

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