Visual Ethnography of Global Brands Advertisement in Addressing Social Distancing during Pandemic COVID-19 Crisis

Abstract

Global brand communication has undergone a significant transformation in response to global health crises, shifting toward more empathetic, socially responsible, and visually driven strategies. This paper examines how five leading transnational brands—McDonald's, Nike, Burger King, Coca-Cola, and IKEA—have adapted their advertising messages to encourage social distancing, promote unity, and reflect shifting consumer values. Using a qualitative visual ethnographic method, the study analyses key advertisements as cultural artifacts that convey shared social meanings. Visual messages of both brands are examined by logo variation, narrative copy, and campaign tactics that negotiate global consistency and local cultural sensitivity. Results are complemented by expert insights from journalists, marketing communication practitioners, and visual designers offering more in-depth explanations of how advertisements function in times of crisis. The study employs semiotic theory, symbolic interactionism, and the concept of glocalization to examine how visual branding conveys values such as resilience, care, and community. Findings reveal that brands not only reinforced health messages but also cultivated consumer trust through emotionally resonant visuals and symbolic storytelling. These efforts were instrumental in maintaining consumer allegiance and public engagement, even in the face of disruptions to everyday life and commercial operations. This research contributes to the literature on the evolving role of advertising in the global landscape by illustrating how brands serve as both market leaders and cultural mediators in times of crisis.