‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic

<!DOCTYPE html><html><head><meta charset="utf-8"/><meta http-equiv="X-UA-Compatible" content="IE=edge"/><meta name="viewport" content="width=device-width, initial-scale=1"/><meta name="format-detection" content="telephone=no"/><title>‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic – ScienceOpen</title><link rel="preload" href="/css/fonts/scienceopen_icons_01_032.woff2" as="font" type="font/woff2" crossorigin/><link rel="apple-touch-icon" sizes="180x180" href="/favicon/so/apple-touch-icon.png"><link rel="icon" type="image/png" sizes="32x32" href="/favicon/so/favicon-32x32.png"><link rel="icon" type="image/png" sizes="16x16" href="/favicon/so/favicon-16x16.png"><link rel="manifest" href="/favicon/so/site.webmanifest"><link rel="mask-icon" href="/favicon/so/safari-pinned-tab.svg" color="#5bbad5"><link rel="shortcut icon" href="/favicon/so/favicon.ico"><meta name="msapplication-TileColor" content="#00aba9"><meta name="msapplication-config" content="/favicon/so/browserconfig.xml"><meta name="theme-color" content="#ffffff"><script> /*<![CDATA[*/ window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('consent', 'default', { // 'ad_storage': _$_adStorage_, 'analytics_storage': "denied" }); gtag('js', new Date()); var opt = { 'send_page_view': true, 'user_id': null, 'page_path': window.location.pathname + window.location.search, 'dimension0': "no", 'dimension1': "document", 'dimension2': "article", 'dimension3': "yes", 'dimension4': "yes", 'dimension5': "-", 'dimension6': "39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4" }; gtag('config', "G-ZTPCWS1PZ8", opt); if (opt.send_page_view) { console.log('[rcjjr1] analytics page view:', opt); } /*]]>*/ </script><script async src="https://www.googletagmanager.com/gtag/js?id=G-ZTPCWS1PZ8"></script><meta name="twitter:title" content="‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic"/><meta name="dc.identifier" content="10.1177/13675494221108219"/><meta name="twitter:image" content="https://www.scienceopen.com/document_file/5281630b-777d-42ee-903e-75c017bb7e98/PubMedCentral/large.png"/><meta name="citation_keywords" content="advertising,brands,care,consumer culture,coronavirus,coronavirus disease,inequality,marketing,power,race"/><meta name="twitter:card" content="summary"/><meta name="citation_title" content="‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic"/><meta name="citation_doi" content="10.1177/13675494221108219"/><meta name="citation_author" content="Sobande, Francesca"/><meta name="citation_author" content="Klein, Bethany"/><meta name="citation_journal_title" content="European Journal of Cultural Studies"/><meta name="citation_date" content="2022-07-19"/><meta name="description" content="<p xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" class="first" id="d2786126e115">The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life. </p>"/><meta name="citation_xml_url" content="https://www.scienceopen.com/document_file/5281630b-777d-42ee-903e-75c017bb7e98/PubMedCentral/jatsInput.xml"/><meta name="citation_pdf_url" content="https://www.scienceopen.com/document_file/5281630b-777d-42ee-903e-75c017bb7e98/PubMedCentral/5281630b-777d-42ee-903e-75c017bb7e98.pdf"/><meta name="twitter:description" content="<p xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" class="first" id="d2786126e115">The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life. </p>"/><meta name="citation_publisher" content="SAGE Publications"/><meta name="twitter:site" content="@Science_Open"/><meta name="citation_abstract" content="<p xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" class="first" id="d2786126e115">The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life. </p>"/><meta property="og:type" content="article"/><meta property="og:title" content="‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic"/><meta property="og:description" content="<p xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" class="first" id="d2786126e115">The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life. </p>"/><meta property="og:site_name" content="ScienceOpen"/><meta property="og:url" content="https://www.scienceopen.com/document?vid=39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4"/><meta property="og:image" content="https://www.scienceopen.com/document_file/5281630b-777d-42ee-903e-75c017bb7e98/PubMedCentral/large.png"/><link href="https://www.scienceopen.com/document?id=5281630b-777d-42ee-903e-75c017bb7e98" rel="alternate"/><link href="https://www.scienceopen.com/document?id=5281630b-777d-42ee-903e-75c017bb7e98" rel="alternate"/><link href="https://www.scienceopen.com/document/vid/39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4" rel="alternate"/><link href="https://www.scienceopen.com/document/vid/39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4" rel="alternate"/><link 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Click for top 10 articles of the week"/></a></div><script> /*<![CDATA[*/ so_init('nagWindow', {"contentId":"id2b","keySuffix":"_topTen","isTopTenWindow":true}); /*]]>*/ </script></aside></div></div></div><div class="so-main-section so--white"><div class="so-container"><div class="so-col so--d-18 so--d-push-6"><div id="id2c"><div itemscope itemtype="http://schema.org/ScholarlyArticle"><div class="so-layout-section"><div class="so-m-b-10"><div class="so-clearfix"><ul class="so-tiers so-f-l so--1"><li>Record<span class="so-sr">: found</span></li><li>Abstract<span class="so-sr">: found</span></li><li>Article<span class="so-sr">: found</span></li></ul><span class="so-tiers-open-access so-icon so--open-access"><span class="so-sr">Is Open Access</span></span></div></div><h1 class="so-article-header-title" dir="auto" itemprop="name">‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic</h1><div class="so-b3-container so--5 so-m-b-5"><div class="so-b3-label so--tiny-font so--borderless so--gray-1">research-article</div></div><div class="so-article-image so-user-image-wrapper so--3-cols"><img class="so-user-image" src="./document_file/5281630b-777d-42ee-903e-75c017bb7e98/PubMedCentral/large.png" alt="" itemprop="image"/></div><div><div class="so-d so-article-header-text"> <div class="so-article-header-info"> <span class="so-metadata-label"> Author(s): </span> <a id="d86379738e43" class="named-anchor">  </a> <a xmlns:fn="http://www.w3.org/2005/xpath-functions" href="/search#author/70be8d44-d707-433c-9173-3eb74aeff714"> <span itemprop="author">Francesca Sobande</span> </a>, <a id="d86379738e54" class="named-anchor">  </a> <a xmlns:fn="http://www.w3.org/2005/xpath-functions" href="/search#author/1cbecc9b-1135-4d06-832c-faed463c7d92"> <span itemprop="author">Bethany Klein</span> </a> </div> <div class="so-article-header-info"> <span class="so-metadata-label">Publication date <span class="data"> (Electronic): </span> </span> <span itemprop="datePublished">19 July 2022 </span> </div> <div class="so-article-header-info"> <span class="so-metadata-label">Journal: </span> <a itemprop="journal-url" href="/search#%7B%22order%22%3A0%2C%22context%22%3A%7B%22journal%22%3A%7B%22id%22%3A%22European%20Journal%20of%20Cultural%20Studies%22%2C%22kind%22%3A59%7D%2C%22kind%22%3A12%7D%2C%22orderLowestFirst%22%3Afalse%2C%22kind%22%3A77%7D">European Journal of Cultural Studies</a> </div> <div class="so-article-header-info"> <span class="so-metadata-label">Publisher: </span> <a itemprop="publisher-url" href="/search#%7B%22order%22%3A0%2C%22context%22%3A%7B%22publisher%22%3A%7B%22id%22%3A%22SAGE%20Publications%22%2C%22kind%22%3A60%7D%2C%22kind%22%3A13%7D%2C%22orderLowestFirst%22%3Afalse%2C%22kind%22%3A77%7D">SAGE Publications</a> </div> <div class="so-article-header-info"> <span class="so-metadata-label">Keywords: </span> <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22Advertising%22%7D%5D%7D">Advertising</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22brands%22%7D%5D%7D">brands</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22care%22%7D%5D%7D">care</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22consumer%20culture%22%7D%5D%7D">consumer culture</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22Coronavirus%22%7D%5D%7D">Coronavirus</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22coronavirus%20disease%22%7D%5D%7D">coronavirus disease</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22inequality%22%7D%5D%7D">inequality</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22marketing%22%7D%5D%7D">marketing</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22power%22%7D%5D%7D">power</a>, <a href="/search#%7B%22id%22%3A%22%22%2C%22context%22%3Anull%2C%22kind%22%3A77%2C%22order%22%3A0%2C%22orderLowestFirst%22%3Afalse%2C%22query%22%3A%22%22%2C%22filters%22%3A%5B%7B%22kind%22%3A43%2C%22query%22%3A%22race%22%7D%5D%7D">race</a> </div> </div></div><div class="so-m-y-15"><h3>Read this article at</h3><div class="so-b3-container so--5 so--bottom"><a class="so-b3" href="./document?-1.ILinkListener-header-action~bar-read~button~so&vid=39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4">ScienceOpen</a><a 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so-m-y-40"><em>There is no author summary for this article yet. Authors can add summaries to their articles on ScienceOpen to make them more accessible to a non-specialist audience.</em></div></div><span><?xml version="1.0" encoding="UTF-8"?><div xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance"> <section class="so-layout-section" id="d86379738e114"> <header class="so-layout-section-header so-openable" data-is-open=""> <h3 class="so-layout-section-title"> Abstract </h3> </header> <div class="so-d" itemprop="description" dir="auto"> <p dir="auto" class="first" id="d86379738e115">The coronavirus disease (COVID-19) pandemic continues to present unique challenges to governments and organisations around the world, but one sector has incorporated COVID-19 into its core mission with relative ease: advertisers have acknowledged the pandemic while continuing to draw on notions of ‘normality’ to activate our desire to consume. As the UK’s series of lockdowns have come to an end, we look back over more than a year of unusual advertising and consider how the pandemic has changed approaches to marketing and the shape of consumer culture in ways connected to ideas about what constitutes ‘normal’ life. Discussions of the relationship between the pandemic and consumerism have included critiques of the prioritising of profit over people, and conceptualisations of Coronavirus as a brand itself, but the politics of notions of ‘normality’ promoted by consumer culture demand closer consideration. This article complements existing studies and debates by examining the tensions, contradictions and morally neutral positions revealed by the advertising response to the coronavirus disease pandemic. Through an analysis of UK advertising campaigns launched during and with reference to the pandemic, this work explores key themes and strategies, including their connection to power dynamics concerning race, gender, class and capitalism. We suggest advertising during crises may offer the opportunity to critique larger dynamics and trends of consumerism, including narrow notions of the defining features of ‘everyday’ life. </p> </div> </section> </div></span></div><section class="so-layout-section so-print-n"><header class="so-layout-section-header"><h3 class="so-layout-section-title"><span>Related collections</span>   <span></span></h3></header><div class="so-layout-section-body"><div><div class="so-relative" id="id36"><a href='./collection/69cf75fa-43dd-4518-b21d-8cc3a478fae1' data-so-util-CyclingBanner-entryID='0' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1background-ver-1728309017000);'><img src='./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1background-ver-1728309017000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>Novel Coronavirus Disease COVID-19</h3></div><img src='./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1Large-ver-1728309016000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/></a></div><script> /*<![CDATA[*/ so_init('cyclingBanner', { 'containerID': "id36", 'rotationTime': 10000, 'bannerEntries': [{"markup":"<a href='./collection/69cf75fa-43dd-4518-b21d-8cc3a478fae1' data-so-util-CyclingBanner-entryID='0' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1background-ver-1728309017000);'><img src='./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1background-ver-1728309017000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>Novel Coronavirus Disease COVID-19<\/h3><\/div><img src='./wicket/resource/org.apache.wicket.Application/69cf75fa-43dd-4518-b21d-8cc3a478fae1Large-ver-1728309016000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/><\/a>"},{"markup":"<a href='./collection/c45a9277-e713-4121-a008-08c4e9f67ecd' data-so-util-CyclingBanner-entryID='1' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/c45a9277-e713-4121-a008-08c4e9f67ecdbackground-ver-1587453442000);'><img src='./wicket/resource/org.apache.wicket.Application/c45a9277-e713-4121-a008-08c4e9f67ecdbackground-ver-1587453442000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>PLOS: COVID-19 pandemic<\/h3><\/div><img src='./wicket/resource/org.apache.wicket.Application/c45a9277-e713-4121-a008-08c4e9f67ecdLarge-ver-1587453442000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/><\/a>"},{"markup":"<a href='./collection/417e9ce1-8034-450b-8a42-3f16437abcf8' data-so-util-CyclingBanner-entryID='2' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/417e9ce1-8034-450b-8a42-3f16437abcf8background-ver-1690898595000);'><img src='./wicket/resource/org.apache.wicket.Application/417e9ce1-8034-450b-8a42-3f16437abcf8background-ver-1690898595000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>Jaypee Brothers Medical Publishers: Covid-19<\/h3><\/div><img src='./wicket/resource/org.apache.wicket.Application/417e9ce1-8034-450b-8a42-3f16437abcf8Large-ver-1690898593000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/><\/a>"},{"markup":"<a href='./collection/5ad96272-933a-41b1-898a-f16b78cce1ee' data-so-util-CyclingBanner-entryID='3' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/5ad96272-933a-41b1-898a-f16b78cce1eebackground-ver-1586854905000);'><img src='./wicket/resource/org.apache.wicket.Application/5ad96272-933a-41b1-898a-f16b78cce1eebackground-ver-1586854905000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>MDPI: Coronavirus<\/h3><\/div><img src='./wicket/resource/org.apache.wicket.Application/5ad96272-933a-41b1-898a-f16b78cce1eeLarge-ver-1586854905000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/><\/a>"},{"markup":"<a href='./collection/dd8e5e5b-c6ad-4bd6-a3f0-21cd7b8b8f8d' data-so-util-CyclingBanner-entryID='4' class='so-banner-2 so--has-icon' style='background-image: url(./wicket/resource/org.apache.wicket.Application/dd8e5e5b-c6ad-4bd6-a3f0-21cd7b8b8f8dbackground-ver-1586167586000);'><img src='./wicket/resource/org.apache.wicket.Application/dd8e5e5b-c6ad-4bd6-a3f0-21cd7b8b8f8dbackground-ver-1586167586000' alt='' class='so-banner-2-bg '/><div class='so-banner-2-label'><h3 class='so-m-t-5 so-m-b-30 so-color-link-light'>Royal Society: Coronavirus (COVID-19)<\/h3><\/div><img src='./wicket/resource/org.apache.wicket.Application/dd8e5e5b-c6ad-4bd6-a3f0-21cd7b8b8f8dLarge-ver-1586167586000' src='/content/a/so.png' alt='' class='so-banner-2-icon'/><\/a>"}] }); /*]]>*/ </script></div></div></section><section class="so-layout-section"><header class="so-layout-section-header"><h3 class="so-layout-section-title"><a href="./search#('order'~2_'context'~('content'~('id'~'39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4'_'kind'~1)_'kind'~14)_'v'~4_'orderLowestFirst'~false_'kind'~77)">Most cited references</a><a class="so-badge so--gray-5 so-f-r" href="./search#('order'~2_'context'~('content'~('id'~'39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4'_'kind'~1)_'kind'~14)_'v'~4_'orderLowestFirst'~false_'kind'~77)">46</a>   <a href="./search#('order'~2_'context'~('content'~('id'~'39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4'_'kind'~1)_'kind'~14)_'v'~4_'orderLowestFirst'~false_'kind'~77)"></a></h3></header><div class="so-layout-section-body"><div id="id37"><div 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/*]]>*/ </script><a rel="nofollow" title="Bookmark" href="./document?-1.ILinkListener-most~cited~section-section-section~child~container-section~child-section~with~see~more~child-most~cited~section_body-most~cited~ref-container-items-3-item-bookmark~button-bookmark~button&vid=39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4" onclick="so_showMessages(["<h3>Please <a href=\"./login_redirect\" class=\"so-login-link\">sign in<\/a> to access this feature.<\/h3>"]);return false;" class=" so-b3 so--prop"><span class="so-icon so--bookmark"></span>  <span class=" so-sr">Bookmark</span></a></div></div><div class="so-floats-start so-c-l"><div class="so-b3-container so--1"></div></div></div></div></div></div></div><div class="so-b3-container so--full-width so-m-t-20"><a class="so-b3 so--centered" href="./search#('order'~2_'context'~('content'~('id'~'39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4'_'kind'~1)_'kind'~14)_'v'~4_'orderLowestFirst'~false_'kind'~77)">All references  <span class="so-icon so--triangle-right"></span></a></div></div></section><section class="so-layout-section"><header class="so-layout-section-header"><h3 class="so-layout-section-title"><span>Author and article information</span>   <span></span></h3></header><div class="so-layout-section-body"><?xml version="1.0" encoding="UTF-8"?><section xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" id="author-and-article-info"> <div class="so-d"> <h6> Contributors </h6> <div id="info-contributors"> <div class="so-info-entry"> <span class="so-metadata-label">Francesca Sobande: </span> <div xmlns:fn="http://www.w3.org/2005/xpath-functions" class="metadata-area">ORCID: https://orcid.org/0000-0002-4788-4099</div> </div> <div class="so-info-entry"> <span class="so-metadata-label">Bethany Klein </span> </div> </div> <h6> Journal </h6> <div id="info-journal" itemtype="http://schema.org/Periodical" itemscope=""> <div class="so-info-entry"> <span class="so-metadata-label">Journal ID (nlm-ta): </span>Eur J Cult Stud </div> <div class="so-info-entry"> <span class="so-metadata-label">Journal ID (iso-abbrev): </span>Eur J Cult Stud </div> <div class="so-info-entry"> <span class="so-metadata-label">Journal ID (publisher-id): </span>ECS </div> <div class="so-info-entry"> <span class="so-metadata-label">Journal ID (hwp): </span>specs </div> <div class="so-info-entry"> <span class="so-metadata-label"> Title: </span>European Journal of Cultural Studies </div> <div class="so-info-entry"> <span class="so-metadata-label"> Publisher: </span> <span itemprop="publisher">SAGE Publications <span class="generated">(</span>Sage UK: London, England <span class="generated">)</span> </span> </div> <div class="so-info-entry"> <span class="so-metadata-label">ISSN (Print): </span> <span itemprop="issn">1367-5494</span> </div> <div class="so-info-entry"> <span class="so-metadata-label">ISSN (Electronic): </span> <span itemprop="issn">1460-3551</span> </div> <div class="so-info-entry"> <span class="so-metadata-label">Publication date (Electronic): </span>19 July 2022 </div> <div class="so-info-entry"> <span class="so-metadata-label">Publication date (Print): </span> August 2023 </div> <div class="so-info-entry"> <span class="so-metadata-label">Publication date PMC-release: </span>19 July 2022 </div> <div class="so-info-entry"> <span class="so-metadata-label">Volume</span>: 26 </div> <div class="so-info-entry"> <span class="so-metadata-label">Issue</span>: 4 </div> <div class="so-info-entry"> <span class="so-metadata-label">Pages</span>: 493-509 </div> <h6> Affiliations </h6> <div xmlns:fn="http://www.w3.org/2005/xpath-functions" class="so-affiliations" id="info-aff-group"> <div class="so-info-entry"> <a id="aff1-13675494221108219" class="named-anchor">  </a> <span class="generated">[1-13675494221108219]</span>Cardiff University, UK </div> <div class="so-info-entry"> <a id="aff2-13675494221108219" class="named-anchor">  </a> <span class="generated">[2-13675494221108219]</span>University of Leeds, UK </div> </div> <h6> Author notes </h6> <div xmlns:fn="http://www.w3.org/2005/xpath-functions" class="so-author-notes" id="info-author-notes"> <div class="so-info-entry"> <a id="d86379738e62" class="named-anchor">  </a> <div class="corresp" id="corresp1-13675494221108219"> <span class="generated">[*]</span>Francesca Sobande, School of Journalism, Media and Culture, Cardiff University, Two Central Square, Central Square, Cardiff CF10 1FS, UK. Email: <a data-nospam="">sobandef@ <span class="so-none">123456</span>cardiff.ac.uk </a> </div> </div> </div> <h6> Author information </h6> <div class="so-info-entry"> <span xmlns:fn="http://www.w3.org/2005/xpath-functions" itemprop="author">Francesca Sobande</span> <a href="https://orcid.org/0000-0002-4788-4099"> <span class="so-icon so--orcid so--colored"></span>https://orcid.org/0000-0002-4788-4099 </a> </div> <h6> Article </h6> <span class="so-metadata-label"> Publisher ID: </span> 10.1177_13675494221108219 <div class="so-info-entry"><span class="so-metadata-label">DOI: </span> 10.1177/13675494221108219</div><div class="so-info-entry"><span class="so-metadata-label">PMC ID: </span> 10333982</div><div class="so-info-entry"><span class="so-metadata-label">SO-VID: </span> 39c96fdc-62a9-4ff9-9c46-f1e16e6f56b4</div> <div class="so-info-entry"> <span class="so-metadata-label">Copyright © </span>© The Author(s) 2022 </div> <div class="so-info-entry"> <span class="so-metadata-label">License: </span> <p dir="auto" id="d86379738e106">This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License ( <a target="xrefwindow" data-untrusted="" href="https://creativecommons.org/licenses/by-nc/4.0/" id="d86379738e108">https://creativecommons.org/licenses/by-nc/4.0/</a>) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access pages ( <a target="xrefwindow" data-untrusted="" href="https://us.sagepub.com/en-us/nam/open-access-at-sage" id="d86379738e111">https://us.sagepub.com/en-us/nam/open-access-at-sage</a>). </p> </div> </div> <h6> History </h6> <h6> Categories </h6> <div id="info-categories"> <div class="so-info-entry"> <span class="so-metadata-label"> Subject: </span>Articles </div> </div> <h6> Custom metadata </h6> <div id="info-metadata"> <div class="so-info-entry"> <span class="so-metadata-label">typesetter </span>ts1 </div> </div> </div> </section><br/><div class="so-article-header-info"><div class="so-info-entry"><span class="so-metadata-label">Keywords: </span><a href="./search#('order'~1_'filters'~!('query'~'advertising'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">advertising</a>,<a href="./search#('order'~1_'filters'~!('query'~'brands'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">brands</a>,<a href="./search#('order'~1_'filters'~!('query'~'care'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">care</a>,<a href="./search#('order'~1_'filters'~!('query'~'consumer%20culture'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">consumer culture</a>,<a href="./search#('order'~1_'filters'~!('query'~'coronavirus'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">coronavirus</a>,<a href="./search#('order'~1_'filters'~!('query'~'coronavirus%20disease'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">coronavirus disease</a>,<a href="./search#('order'~1_'filters'~!('query'~'inequality'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">inequality</a>,<a href="./search#('order'~1_'filters'~!('query'~'marketing'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">marketing</a>,<a href="./search#('order'~1_'filters'~!('query'~'power'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">power</a>,<a href="./search#('order'~1_'filters'~!('query'~'race'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">race</a></div></div></div></section><div class="so-d"><div class="so-article-header-info"><div class="so-info-entry"><span class="so-metadata-label">Data availability: </span></div></div><div class="so-article-header-info"></div><div class="so-article-header-info"><div class="so-info-entry"><span class="so-metadata-label">Keywords: </span><a href="./search#('order'~1_'filters'~!('query'~'advertising'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">advertising</a>, <a href="./search#('order'~1_'filters'~!('query'~'brands'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">brands</a>, <a href="./search#('order'~1_'filters'~!('query'~'care'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">care</a>, <a href="./search#('order'~1_'filters'~!('query'~'consumer%20culture'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">consumer culture</a>, <a href="./search#('order'~1_'filters'~!('query'~'coronavirus'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">coronavirus</a>, <a href="./search#('order'~1_'filters'~!('query'~'coronavirus%20disease'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">coronavirus disease</a>, <a href="./search#('order'~1_'filters'~!('query'~'inequality'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">inequality</a>, <a href="./search#('order'~1_'filters'~!('query'~'marketing'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">marketing</a>, <a href="./search#('order'~1_'filters'~!('query'~'power'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">power</a>, <a href="./search#('order'~1_'filters'~!('query'~'race'_'queryType'~0_'kind'~43)*_'v'~4_'orderLowestFirst'~false_'kind'~77)">race</a></div></div></div><section class="so-layout-section so-print-n" id="comments"><header class="so-layout-section-header"><h3 class="so-layout-section-title">Comments</h3></header></section><div class="so-m-t-20 so-m-b-40 so-print-n"><h3 class="so-m-y-10">Comment on this article</h3><div class="so-m-y-10"><a class="so-b3 so-login-link" href="./login_redirect">Sign in to comment</a></div></div><script type="text/javascript"> /*<![CDATA[*/ 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‘Come and get a taste of normal’: Advertising, consumerism and the Coronavirus pandemic – ScienceOpen