Pandemic and its effects on commercial advertising — from consumerism to ideas

Abstract

This work focuses on the changes in commercial advertising during the COVID-19 pandemic. The consumerism, characterized by an unhealthy attachment to material goods, destroys universal moral values. The COVID-19 pandemic, announced on March 11, 2020 by the World Health Organization, forced the advertisers to abandon the unethical communication methods in favor of a return to the universal moral values. This work presents and analyzes commercial advertisements created during the pandemic where the return to the right moral standards is clearly visible. The author emphasizes how important it is for the advertisers to follow the social attitudes in a constantly changing world.