ADVERTISING AS A TOOL FOR KNOWLEDGE TRANSFER AND SOCIAL RESILIENCE IN TIMES OF CRISIS
ADVERTISING AS A TOOL FOR KNOWLEDGE TRANSFER AND SOCIAL RESILIENCE IN TIMES OF CRISIS

Summary/Abstract: The purpose of this study is to examine advertising as a tool for knowledge transfer and social resilience in times of crisis. In situations such as pandemics, natural disasters, economic instability, and armed conflicts, societies face increased uncertainty and an urgent need for reliable information. In this context, advertising increasingly performs functions beyond its traditional commercial role, contributing to the dissemination of socially relevant knowledge and the promotion of adaptive behaviours. The study is based on a qualitative research approach combining theoretical analysis and qualitative content analysis of selected advertising campaigns implemented during recent global and regional crises. The research focuses on key dimensions of crisis advertising, including informational content, emotional appeal, ethical considerations, persuasive strategies, and communication channels. A comparative analytical framework is applied to identify patterns and differences in message design and effectiveness. The results indicate that advertising messages characterized by clear and accurate informational content, combined with emotional appeals such as empathy, solidarity, and hope, are more effective in supporting knowledge transfer and enhancing public trust. Ethical transparency and social responsibility further strengthen message credibility and contribute to social resilience. The findings also reveal that digital advertising platforms play a significant role in accelerating cross-border knowledge transfer due to their speed, reach, and interactivity. The study concludes that advertising can serve as an important component of knowledge-based crisis communication when aligned with ethical principles and socially responsible practices. The findings provide practical implications for designing crisis-related advertising strategies that support informed decision-making, collective resilience, and sustainable societal responses

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