A Study on the Design Elements of Corporate Social Responsibility Advertisements -focusing on Huawei's CSR advertisements-

Abstract

Corporate social responsibility (CSR) has become a focal point of interest in both practical and academic areas. Despite this attention, there is a notable gap in research concerning advertising and its design elements pertaining to social issues, particularly when utilizing a company's material or non-material resources to solve such issues. This study addresses this gap by delving into six CSR advertisements created by Huawei, a prominent Chinese technology-focused firm, employing a qualitative case study approach. Data collection involved a comprehensive documentary review of secondary sources related to the advertisements and direct observational analysis. The gathered data was examined by categorizing the