The Powers and Perils of Societal Advertising

Abstract

Despite the lack of consensus in existing literature regarding the societal functions of advertising, brands have been increasingly incorporating aspects of their stance on key social issues and/or contributions to societal wellbeing, into advertising messages. However, notable failures of contemporary societal advertising campaigns indicate that their effectiveness in achieving marketing objectives and advancing social causes remains ambiguous. To appraise the commercial and social consequences of societal advertising, the present research proceeds to examine its interrelationship with the social value system and conceptual differences with similar concepts. Although advertising is able to reflect and also reinforce a subset of existing social values, effective contribution to positive social change is likely to necessitate synergies between elements of the entire marketing process. Overall, given its risks and limitations, there is not sufficient evidence to posit that the practice of societal advertising is always for the best interest of business and society.

Brand Activism: Impact of Woke Advertising on the Consumers’ Attitude and Brand Perceptions Towards Purchase Intention

“…Brands that are taking public stances on divisive socio-political issues engage in the act of brand activism . But when these brands incorporate their stances into their advertising campaigns, this act is now referred to as woke advertising (Livas, 2020). Since most of the consumers, especially the Millennials and Gen Z, are interested in social movements, there has been a change in the way the brands conduct their advertising, leading to the birth of a symbolic brand approach called woke advertising (Selmani, 2020).…”

Brand Blunders and Race in Advertising: Issues, Implications, and Potential Actions from a Macromarketing Perspective

“…Advertising occupies a significant place within social and cultural life, with Leiss et al (2005, p. 19) famously describing advertising as a “…cultural discourse in and through goods,” and the role of advertising as a harbinger of social and cultural change has been well documented historically (Fox 2009; Frank 1997; Loxam 2016). Brands are socially and culturally embedded and Holt (2004, p. 9) argues that “iconic brands function like cultural activists…their myths prod people to reconsider accepted ideas about themselves.” Advertising has an inherent relationship with social norms and values (Livas 2021) and advertisements are regarded as a social tableau that constitute “reflections of society” (Marchand 1985, p. 165). As Clampin (2009, p. 71) has previously argued:Advertising is designed to reflect everyday life.…”

“…The commentary seeks to contribute to the discussion on race in advertising (Davis 2007; Francis 2021), and the societal role and impact of advertising imagery (Livas 2021; Loxam 2016; Paulson and O’Guinn 2018) from a macromarketing standpoint. We examine imagery from three relatively recent advertising campaigns by H&M, Jo Malone, and Dolce & Gabbana (D&G) which created public controversy in terms of their representation of race, and led to some accusations of overt racism by public commentators and consumer communities.…”

Critical Review of Children Consumer Protection National Policies

“…Considering every cognitive development stage (Calvert 2008; Moore 2014; Valkenburg and Cantor 2001), children present the most vulnerable consumers on the market who require protection in the context of marketing communication influence and product safety requirements as they cannot protect themselves and exercise their consumer rights independently. In order to induce and strengthen socially desirable social values, such as children consumer protection through the marketing process, all elements of marketing need to be harmonized (Livas 2021).…”