https://doi.org/10.21697/kmt.2025.62.09
Aim: The author of the article analyzes how the communication of values related to the delicate topic of mental health, including postpartum depression, can shape social perception and what expectations it evokes among recipients. The study focuses on the way in which Dove's "Under Pressure" advertising campaign conveys values, builds brand image and engages the public in a dialogue about mental health issues.
Research methods: The article uses a mixed methodology, combining qualitative (content) analysis with elements of quantitative (content) analysis. The study covered 50 comments posted under an advertising spot on YouTube (2022–2024). Analytical categories such as dominant narrative, interpretive frame, sentiment (sentiment) and length of comment were used to obtain a comprehensive picture of the audience's reaction to the communication of values in the campaign.
Conclusions and results: The analysis allows you to determine whether the audience's reactions were positive, negative or neutral and what emotions dominated the discussion. It is also important to examine whether the campaign aroused community engagement or whether the comments were superficial. The final interpretation of the results focuses on the role of brands in shaping mental health narratives and the possibilities of advertising as an educational tool and activating social discussion.
Cognitive value: The study addresses the topic of postpartum depression, which is rarely addressed in advertising campaigns, which makes the case of the Dove campaign unique. Analyzing the public perception of this ad provides a better understanding of how brands can effectively communicate values and engage audiences in the mental health debate, which is important for both communication science and marketing practice.
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Język Polski
English