Different shades of crisis in selected advertising messages

The changing role of advertising in contemporary societies has led to the rise of many non-commercial ads which address different shades of crisis with a view to sensitising people to grave problems. This trend is particularly important because of the fact that such ads can change public attitude, popularise social causes or even change human habits. The primary objective of this paper is hence to explore the topic of crisis in selected advertising messages. Based on a selection of ads retrieved from one of the largest internet archives of the creative advertising community known as Ads of the World™ (2019), the author of this paper aims at showing various representations of crisis and stressing the possible sociocultural impact of ads on the society. To this end, she will carry out a qualitative analysis of several exemplary multimodal print ads and discuss the results from the standpoint of their potential sociocultural consequences.