This paper aims to illuminate the relationship between economic recessions and advertising messages. A content analysis of 1720 television commercials indicated that during the severe economic recession in Greece, advertisers communicated more rational appeals and placed emphasis on creative devices that enhance understanding, learning and recall of message content.

• Athanasios Kouremenos(University of Piraeus, Greece)
• Christos Livas(University of Piraeus, Greece)
• Markos Tsogas(University of Piraeus, Greece)