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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.

The spread of bird flu outside of Asia, particularly in Africa and Europe, topped headlines in 2006. The migration of wild birds brought the virus to Europe, where for the first time it spread to productive livestock, bringing it closer to the Western world. Due to today's globalized and highly interconnected world, the consequences of a potential bird flu pandemic are expected to be much more severe than those of the Spanish flu, which killed 50-100 million people between 1918 and 1921. A vaccine for the bird virus is currently not available. As of July 2006, 232 cases of human infection had been documented, mostly through direct contact with poultry. Of those, 134 people died. The best medication available to treat bird flu was Roche's antiviral drug Tamiflu. However, Tamiflu was not widely available; current orders of government bodies would not be fulfilled until the end of 2008. Well aware that today's avian flu might become a global pandemic comparable to the Spanish flu, Roche CEO Franz Humer had to decide how Roche should respond. While the pharmaceutical industry continued its research efforts on vaccines and medications, Tamiflu could play an important role by protecting healthcare workers and helping to contain the virus---or at least slow down its spread. Due to patent protection and a complicated production process with scarce raw ingredients, Roche had been the only producer of the drug. Partly in response to U.S. political pressure, in November 2005 Roche allowed Gilead to produce Tamiflu as well. Even so, it would take at least until late 2007 for Roche and Gilead to meet the orders of governments worldwide. The issue was a difficult one for Roche: What were the risks; what were the opportunities? If a pandemic occurred before sufficient stockpiles of Tamiflu had been built up, would Roche be held responsible? What steps, if any, should Roche take with respect to patent protection and production licensing in the shadow of a potential pandemic?

Students will weigh the benefits of short-term profit maximization against the risks that a highly uncertain event could pose to a business and consider nonstandard approaches to mitigate these risks. Students will discuss the challenges of addressing low-probability, high-impact events; potential conflicts with the short-term view of the stock market and analyst community; and challenges of the patent protection model for drugs for life-threatening diseases.

Objectives: To discuss whether, during an influenza pandemic, public health authorities could be ethically justified in implementing a mandatory vaccination program directed at health care professionals.

Methods: Ethical analysis is carried out by examining arguments that can be made in favor or against such a mandatory measure and by seeking a reasonably balanced position between them. Arguments under consideration are based on the duties of health professionals and public health authorities, the consequences of their actions and on other ethical principles. The importance of relevant empirical data is stressed without any attempt to review or analyze them systematically.

Results: Mandatory vaccination of some health care professionals during a serious pandemic of influenza can be justified, but only under certain limited conditions.

Conclusions: In the throes of an influenza pandemic, health care professionals (and to a variable degree, other health care workers) have an ethical obligation to accept influenza vaccination if it is reasonably safe and effective. The ethical responsibility of public health authorities is to limit the impact of a pandemic on the population by all reasonable means, which clearly includes the appropriate use of vaccine. Consequently, the vaccination of health care staff can be made mandatory under certain conditions. However, a critical objection to this conclusion, which upholds that a voluntary vaccination program (an ethically much less problematic intervention) is just as effective, needs to be addressed.

The aim of this chapter is to study catastrophic pandemics which have occurred in the twentieth and twenty-first centuries and their disruptive impact on tourism mobility. A detailed study of past pandemics is conducted starting from the black death or bubonic plague of 1346 to the recent COVID-19 outbreak and effect of these diseases on the tourism and economy of the infected countries. Studies show that influenza pandemics will prove to be the most dangerous in future, and the next outbreak could occur from any of the 16 known HA (haemagglutinin) subtypes. Also, it is found that tourism itself has been responsible for spread of pandemic outbreaks as countries around the world put an enormous emphasis on increased growth of tourist numbers. Among recent pandemics, it was severe acute respiratory syndrome (SARS) that caused the major decrease in international tourist arrivals although for a short term. Such pandemics have a negative effect on tourism destinations by damaging their image and competitiveness, and as a result, leading to disruptions in mobility of tourists, with Asian countries being the most at risk of such disruptions. Therefore, the findings of this study stress the need for pre-crisis management to handle such outbreaks, better traveller tracking system to check infected persons and the need for tourism destinations to diversify their economies to reduce dependency on tourism.

The purpose of this paper is to highlight the core tenets of social marketing communications in managing acute infectious disease outbreaks based on a historical review of two major pandemics in South Korea.

Two researchers reviewed newspapers, journal papers, archived documents and other historical materials to examine social marketing communications used in both Spanish flu and COVID-19 pandemics by South Koreans.

Despite two events being a century apart and the social context of two eras being starkly different, behavioral recommendations for both pandemics were nearly identical. Two major lessons arose from the review. First, a full disclosure of the pandemic-related information is important. Second, proper management of conflicting information is highly desired as an integral part of pandemic social marketing communication campaigns.

Understanding the importance of social marketing in raising public awareness, this paper provides a historical comparison between the 1918–1919 Spanish flu and COVID-19, focusing on the social communications used during these two pandemics. The paper contributes to the health marketing literature as well as to practice by drawing implications relevant to social marketing communication used in disease pandemics.

The author aims to assess the spread of avian flu, its impact on businesses operating in the USA and overseas, and the measures required for corporate preparedness.

Six Sigma DMAIC process is used to analyze avian flu's impact and how an epidemic could affect large US business operations worldwide. Wal‐Mart and Dell Computers were chosen as one specializes in retail and the other manufacturing.

The study identifies avian flu pandemic risks including failure modes on Wal‐Mart and Dell Computers global operations. It reveals the factors that reinforce avian‐flu pandemic's negative impact on company global supply chains. It also uncovers factors that balance avian‐flu pandemic's impact on their global supply chains.

Avian flu and its irregularity affect the research outcomes because its spread could fluctuate based on so many factors that could come into play. Further, the potential cost to manufacturers and other supply chain partners is relatively unknown. As a relatively new phenomenon, quantitative data were not available to determine immediate costs.

In this decade, the avian influenza H5N1 virus has killed millions of poultry in Asia, Europe and Africa. This flu strain can infect and kill humans who come into contact with this virus. An avian influenza H5N1 outbreak could lead to a devastating effect on global food supply, business services and business operations.

The study provides guidance on what global business operation managers can do to prepare for such events, as well as how avian flu progression to a pandemic can disrupt such operations. This study raises awareness about avian flu's impact on businesses and humans and also highlights the need to create contingency plans for corporate preparedness to avoid incurring losses.

Purpose – This chapter considers the social politics of H5N1 (“avian influenza”), the 2009 H1N1 pandemic, and the response to it within the context of the history of pandemic influenzas and the continuing need for robust preventative public health systems more generally. In particular, the author considers how the borders between nations, species, and individuals are thrown into relief and called into question by influenza outbreaks and their management.

Methodology/approach – This work relies on literature review, media research, and critical and interpretative sociological methods.

Findings – While panic surrounding new and potentially highly virulent influenza strains is reasonable, such panic is not sustainable and belies the fact that every year presents the danger of a pandemic. This chapter argues that, if public health systems only respond to immediate panic and fail to consider how quickly airborne diseases can cross all sorts of borders, they do not attend to the real need for far-seeing, long-term, internationally collaborative disease prevention and disaster preparedness.

Contribution to the field – The author offers a critical and wellness- and prevention-oriented perspective on what priorities should be emphasized in the rapidly growing fields of disaster studies and disaster preparedness, which, by their nature, tend to be crisis oriented and focused on the micro-term, with planning done on a case-by-case basis. Such a narrow focus can render preventative health systems inflexible and unable to rise to the challenge of a disease that can spread easily through casual contact.

The purpose of this paper is to examine the governance and policy-making challenges in the context of “wicked problems” based on the case of pandemic influenza.

The case study research is based on an analysis of official documentation and interviews with policy elites at multiple levels of UK governance.

Results of this study show that policy actors regard risk communication, the dynamics of international public policy and UK territorial governance as the main governance challenges in the management of influenza at a macro-level. The paper also serves to identify that although contingencies management for epidemiological issues require technical and scientific considerations to feature in governance arrangements, equally there are key “wicked problems” in the context public policy that pervade the health security sector.

The study indicates the need to build in resources at a national level to plan for policy coordination challenges in areas that might at first be seen as devoid of political machinations (such as technical areas of public policy that might be underpinned by epidemiological processes). The identification of the major governance challenges that emerge from the pandemic influenza case study is a springboard for a research agenda in relation to the analysis of the parallels and paradoxes of governance challenges for health security across EU member states.

This paper provides a novel interrogation of the pandemic influenza case study in the context of UK governance and public policy by providing a strategic policy lens from perspective of elites.

The COVID-19 pandemic, which started in Hubei province of the People's Republic of China and spread to all parts of the world, has also deeply affected the tourism industry. With the COVID-19 pandemic, the world has faced many epidemics in recent years. Tourism has also been affected by many epidemics since the 2000s. These epidemics are severe acute respiratory syndrome (SARS), bird flu, Ebola, swine flu, Middle East respiratory syndrome (MERS) and Zika. According to these epidemics, the COVID-19 pandemic has deeply affected international tourism. Borders were closed, curfews were declared in many countries and quarantine practices were made for 14 days from those who came from outside the border. Besides, the COVID-19 pandemic is quite different from other epidemics. In April 2020, international flights were stopped for the first time in tourism history all over the world. From this point of view, the aim of the study is to compare the effects of COVID-19 pandemic and epidemics that occurred after the 2000s on the tourism sector. The study focuses on COVID-19 pandemic, SARS, bird flu, Ebola, swine flu, MERS and Zika epidemics. The study also includes a review of studies on epidemics in previous years.