Abstract

Context harm crises concern the challenges of advertising morally sound products in a context that is failing, as during COVID-19. Following Koselleck, we argue that crises interrupt the trajectory of existing social processes, thereby preventing consumers’ expected future outcomes. We propose a three-step future framing advertising strategy in response: (1) mourning a future that was lost to facilitate emotional adaptation; (2) reconstructing a new future to facilitate rational action under conditions of ambivalence; and (3) establishing mythologies for future-oriented identity work to facilitate the existential demands of crises. We then discuss health messaging from the perspective of future framing.

摘要

情境伤害危机涉及在失败的情境中（如 COVID-19）宣传道德健全的产品所面临的挑战。继 Koselleck 之后，我们认为危机会打断现有社会进程的轨迹，从而阻止消费者预期的未来结果。作为回应，我们提出了一个三步走的未来框架广告策略：（1）哀悼失去的未来以促进情绪适应；(2) 重建一个新的未来，以促进在矛盾条件下的理性行动；(3) 为面向未来的身份工作建立神话，以促进危机的生存需求。然后我们从未来框架的角度讨论健康信息。