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This paper aims to use the advertisements of three major brands – Chymol, Formamint and Lifebuoy Soap – to examine how advertisers responded to the 1918–1919 influenza pandemic in Great Britain influenza pandemic. It looks particularly at the ways in which marketing strategies changed and how these strategies were enacted in the lexical and semiotic choices (e.g. language, image, colour, typography, texture, materiality, composition and layout) of advertisements.

A total of 120 advertisements for the three brands were collected from the British Newspaper Archive and analysed using the theory and analytical tools of multimodal critical discourse analysis. The general themes and semiotic structures of the advertisements were identified, with the aim of deconstructing the meaning potentials of verbal and visual resources used to convey ideas about the pandemic, and how they work to shape public understanding of the products and make them appear as effective and credible.

Each brand rapidly changed their marketing strategy in response to the influenza pandemic, using such techniques as testimonials, hyperbole, scaremongering and pseudoscientific claims to persuade consumers that their products offered protection. Whilst these strategies may appear manipulative, they also had the function of fostering reassurance and sympathy amongst the general public in a moment of turmoil, indicating the important role of brands in building consumer trust and promoting a sense of authority in early twentieth-century Britain.

Exploring the way in which advertisers responded to the 1918‐1919 influenza pandemic reminds us of the challenges of distinguishing legitimate and illegitimate medical advice in a fast-moving pandemic and highlights the need to cast a critical eye to the public health information, particularly when it comes from unofficial sources with vested interests.

Crises are moments when citizens are beckoning on the political leaders for necessary action. As a president, one is expected to change the narratives during the pandemic that split the world. This analysis aimed at investigating the American government’s response to the critical crisis of COVID-19 and its policy implementation.

The study explored a case point method using a narrative and qualitative analysis to diagnose the USA’s response to the COVID-19 crisis. An exploratory approach was further adopted to finetune the case study report.

The analysis demonstrates that Trump’s power dynamics were weak in the USA and lacked crisis control even as the President that the entire nations of the world were looking up to. The case study report also showed that Trump did not possess the audacity of resilience to manage the crisis. The analysis provides us with how presidential leadership under Trump placed the USA in a state of colossal failure enmeshed with high rates of COVID-19 cases, deaths and unending incapacity to create a fundamental consensus in the fight against the COVID-19 pandemic today. This report shows Trump aged prolonged inability to drive governance mechanisms in the US and illustrated pockets of failures in decision analysis and information dissemination as a leader.

The study revealed how incompetent Trump was in responding to the crisis. This study has provided academia with an understanding of leadership dynamics and behaviour through a Nigerian scholar lens and a sociological perspective.