Advertising in a Context Harm Crisis

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 interrupt trajectory existing social processes, thereby preventing consumers’ expected future outcomes. We propose three-step framing strategy response: (1) mourning was lost to facilitate emotional adaptation; (2) reconstructing new rational action under conditions ambivalence; and (3) establishing mythologies for future-oriented identity work existential demands crises. then discuss health messaging from perspective framing.