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Manuscript deadline
15 November 2020

Cover image - Journal of Advertising

Journal of Advertising

Special Issue Editor(s)

Hope Jensen Schau, University of Arizona
[email protected]

Laura F. Bright, University of Texas at Austin
[email protected]

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Pop-Up Special Section "Advertising and COVID-19"

Manuscripts are being solicited for a “Pop-Up” Special Section on Advertising and COVID-19 as well as ongoing submissions to the regular peer review of the Journal of Advertising (JA) dedicated to the development of advertising theory and its relationship to practice.


The COVID-19 global pandemic has taken a toll on society through the disruption of economies, governments, businesses, and consumers. Marketing and advertising have decreased in both volume and budgets with the majority of advertisers reducing or eliminating advertising spending in the short-term (IAB 2020). The content of advertising has shifted as well toward health, community, and helping themes. Although there are many practical examples and anecdotes of how brands are shifting to meet consumer needs, there is a tremendous need for research to understand and guide thinking on how brands can survive the pandemic and inspire consumers while helping the world through the COVID-19 crisis – a primary aim of our Pop-Up Special Section on Advertising and COVID-19.


In this Pop-Up Special Section, we seek high-quality, cutting-edge research in the form of Research Notes (6,000 words maximum) that explore how advertising has been impacted by the pandemic. Topics related to macro effects of the pandemic on the industry or consumers (Graham and Frankenberger 2001) are appropriate. Of particular interest is research that examines the role advertising can play in helping society and industry cope and recover, such as how advertising can help persuade consumers to comply with desirable health behaviors (Sundar, Kardes, and Wright 2015), CSR or cause-related advertising initiatives (Coleman et al. 2020), or the role of advertising in public policy designed to promote/protect public health (Kees and Andrews 2019).

Research Notes may be empirical, conceptual, or methodological, and may use quantitative and/or qualitative methodologies. While we offer some potential research questions below as a prompt, it is not an exhaustive list.

  • How can advertising be used to promote socially desirable/responsible behaviors (e.g., social distancing) during a global public health crisis?
  • How do consumers perceive and process different types of advertising during a health pandemic? Can prosocial advertising boost the brand? Can traditional competitive advertising be perceived as uncaring or detached and damage the brand?
  • What is the role of advertising in promoting consumer welfare during the pandemic? What types of messages are most effective to encourage behavioral change and/or compliance with laws/orders to produce consumer well-being? Framing effects?
  • What is advertising’s role in discouraging bad consumer behavior such as panic buying during a pandemic?
  • What role does advertising play in dissemination of credible information or misinformation transmitted over broadcast, print, and/or social media? What drives consumer perceptions of trust of the advertising message during a public health crisis (e.g., source credibility)?
  • What advertising tactics and strategies are likely to persist after COVID-19?
  • How do advertising messages change during the course of the pandemic and what impact do that have on consumption?
  • How will the role of advertising agencies change as the result of the pandemic? What strategies will they need to employ to weather the financial impact?

Looking to Publish your Research?

We aim to make publishing with Taylor & Francis a rewarding experience for all our authors. Please visit our Author Services website for more information and guidance, and do contact us if there is anything we can help with!

Submission Instructions

For the Pop-Up Special Section, Research Notes should be submitted consisting of 6,000 words maximum (including references, tables, figures, and appendices (see the JA website for details). All manuscripts should be submitted through the JA online submission system, ScholarOne below, during November 1-15, 2020. Authors should select "SPECIAL SECTION: Advertising and COVID-19" as "Manuscript Type." Please note in the cover letter that the submission is for the SPECIAL SECTION. Also note that:

  • All articles will undergo blind peer review by at least two reviewers.
  • Authors will be notified no later than December 2020 on the preliminary decision over their manuscript for the next round of reviews.
  • The tentative date for publication of the Pop-Up Special Section is June/July 2021.

Submissions to the Regular Issue of JA

This Call for Papers (CFP) also seeks submissions on Advertising and COVID-19 for the regular issue of JA. This will be a rolling deadline and authors are encouraged to submit Original Research Articles (12,000 words), Literature Reviews (12,000 words), and Research Notes (6,000 words) on Advertising and COVID-19 to the regular issue of JA. Papers submitted to the regular issue of JA will undergo the usual blind peer review procedures and the normal timeline will apply.

For additional information, please contact Editor-in-Chief, Shelly Rodgers (University of Missouri), email: [email protected]

Instructions for AuthorsSubmit an Article