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Crisis Communication In Advertising
[Comunicación De Crisis En La Publicidad]

Author

Listed:
  • Lucimara Rett

    (UFRJ - Universidade Federal do Rio de Janeiro [Brasil] = Federal University of Rio de Janeiro [Brazil] = Université fédérale de Rio de Janeiro [Brésil])

Abstract

The crisis communications is already integrated to the corporate communications, although it is more effectively applied in media relations offices. PhD Professor Karine Berthelot-Guide, from Paris-Sorbonne University, in France, brings the concept to advertising, which increases the interest in this new research challenge for brands in the context of convergence and participatory culture. As an exploratory study, this paper presents some examples where the brand manifestations are challenged by different kinds of mediation reinterpreted by the receiver, namely: space, human and virtual mediations.

Suggested Citation

  • Lucimara Rett, 2016. "Crisis Communication In Advertising [Comunicación De Crisis En La Publicidad]," Post-Print hal-01571125, HAL.
    • Handle: RePEc:hal:journl:hal-01571125
    DOI: 10.20873/uft.2447-4266.2016v2Especial2p262
    Note: View the original document on HAL open archive server: https://hal.science/hal-01571125
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