Roundtable on International Responses to COVID-19: The Unfolding of Pandemic Advertising

Abstract: The COVID-19 pandemic not only reshaped societies globally but also significantly impacted the advertising landscape. This roundtable presents insights gleaned from a discussion among advertising practitioners, scholars, and industry observers from a handful of countries, shedding light on the nuanced ways advertising responded to the unprecedented challenges posed by the pandemic, particularly in its early years. Drawing from diverse experiences across different regions, the discussion highlights advertising's multifaceted roles, ranging from reflecting cultural shifts to fostering community resilience and promoting public health initiatives. The panel delves into the various strategies advertisers employed, exploring themes of fear, responsibility, and solidarity that emerged amid the uncertainty of the pandemic. Through the eyes of industry experts, this article provides valuable reflections on the evolving role of advertising during times of crisis and the lessons learned for shaping future communication strategies. Many commercials from various countries illustrate this discussion.