The paralysis of tourist activity during the closure caused by the COVID-19 pandemic makes the communicative management of the crisis essential, especially for a country as reliant on tourism as Spain. The purpose of this research is to understand the values on which the communicative campaigns disseminated during and at the end of the “state of alarm” are built by applying an analysis based on those proposed by several authors focused on brand aspects, transmitters, persuasive and communicative elements, coherence, communicative objectives, and messages. The results show the existence of a national dialogue from the local and regional to the state level that aims to reinforce the image of the country and its main tourist demands while seeking to raise awareness (promise of consumption), through a message of hope, recovery, health, but also of enjoying the life associated with the tourist pleasures that Spain offers.

中文翻译：

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危机时期的旅游广告：西班牙和 COVID-19 的案例

由 COVID-19 大流行造成的关闭期间旅游活动的瘫痪使得危机的沟通管理变得至关重要，特别是对于像西班牙这样依赖旅游业的国家。本研究的目的是通过应用基于几位作者所提出的分析的分析，了解在“警报状态”期间和结束时传播的传播活动的价值观，这些作者专注于品牌方面、传播者、说服力和交际要素、连贯性、交际目标和信息。结果表明，存在从地方和区域到州一级的全国对话，旨在通过希望、恢复的信息，在寻求提高意识（消费承诺）的同时，加强国家形象及其主要旅游需求， 健康，