Pandemic-era Advertising : A Study of the Twitter Advertising of Four Online Food Delivery Companies During the 2020 Pandemic

Abstract: The purpose of this study was to investigate how online food delivery companies changed the language in their advertising and took advantage of lockdown restrictions when the COVID-19 pandemic began in 2020. Using advertising technique theory and Norman Fairclough’s three dimensional framework for analyzing advertising discourse, this study scrutinized the Twitter advertising of four major online food delivery companies in the United States and the United Kingdom (Uber Eats, DoorDash, Deliveroo, and Just Eat) from 1 February 2020 to 30 April 2020 for the purposes of understanding how these companies advertised on Twitter just before the pandemic began and how they pivoted to new advertising techniques and discourses at the beginning of the pandemic. The results show that before the pandemic began, the online food delivery companies’ Twitter advertising generally depended on self-indulgence and giving audiences an excuse to use their service. When the pandemic began, however, the results of this study show the online food delivery companies' conscious efforts to leverage the economic struggle of the food industry caused by the pandemic to their benefit by shifting their advertising techniques and discourses in various ways.