Sustainable Advertising Design: A Term of Social Aspect Integration in Product Endorsement (original) (raw)
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The advertising campaign from a sustainable approach
Journal-business administration and business economics marketing accounting, 2022
A situational analysis of the problems that Mexico faces today was carried out, according to Lazovska (2019), one problem identified was the poor development of sustainability by companies. The objective of this research is to analyze the state of the art to identify strategies that organizations have implemented promoting sustainability through the use of advertising campaigns that allow establishing their elements and relevance, thereby establishing the method to be considered for the design of an advertising campaign. using digital marketing, which promotes awareness in companies of the importance of creating ecological products and carrying out sustainability responsibly. Faced with this situation, the problem and objective of this research is based on the SDG (Sustainable Development Goal) 12, which establishes that world consumption and production depend on the use of the natural environment and resources in a way that continues to have effects. destructive on the planet. The economic and social progress achieved over the last century has been accompanied by environmental degradation that is endangering the very systems on which our future development depends (Agenda 2030, 2020). A qualitative investigation was carried out through a documentary analysis using scientific search engines. Obtaining as a result the methods that have been used and rescuing the main elements of business sustainability, likewise, factors to implement in order to correctly design the disclosure through digital marketing, complying with the regulations.
Necessity of Sustainable Practice and Approach in Advertising Design
Shodh Drishti (An International Peer Re vie wed Refereed Research Journal),, 2018
The civilization of mankind is developing day by day and in the process of development the industrialization culture has come up at the extreme level. Consumption also increases as production and analogously mankind‟s behavior also changed. They became habitual of more than enough consumption, creating unnecessary encroachment, surrounded by complete materialistic world and most important clear away from the touch of nature and keep themselves bugger about the aspiration of next generation. Around 1960s mankind became familiar with word „Global Warming‟ and starts to think about the symptoms to demolition of world but that did not change the behavior. After few decades, with the initiative of researchers, stakeholders and many other responsible people of society they became sensible towards the nature. The word „Green‟, which focused to environmental issues has started in use to address. But society was also facing the social issues such as discrimination, stereotypical tradition and economic issues etc. and in restriction of environmental issues, economic and social issues was noteworthy to the industrialist, economist and stakeholders therefore the word „Sustainability‟ or „Sustainable Development‟ becomes in use. Sustainability laden with the term of environment, economy and society but later when cultural diversity also found as significant element in implementation of sustainability, it‟s become fourth pillar. It has been adopted by almost every sector in the course of time and likewise it also adopted by advertising media in designing, communication and marketing process.
Advertising and Sustainability: The Case of "The Last Photo" Campaign
2024
The aim of the research was to investigate the construction of scenes for the socio-environmental campaign that won the most awards at the "Cannes Film Festival" in 2023, in order to identify and describe the media discourses that contribute to the production of culture and values in society. A theoretical-methodological analysis was carried out exploring the interactions between advertising, sustainability and symbolic production, with a focus on evaluating the trajectory of the Cannes awards, which recognise advertising as an agent of social and environmental transformation, identifying campaigns in these areas. The corpus was defined by the most awarded campaign in 2023 at Cannes, related to social and/or environmental issues, in this case "The Last Photo". The analysis was conducted using a discursive approach, considering lexical elements, argumentative techniques, prominence and components external to verbal language. The results of the study showed that the campaign predominantly uses advertising discourse, especially audiovisual adverts exploring social issues. Scenography plays an important role in the construction of these scenes, lending credibility and emotion to the speeches. The campaign's approach challenges the stereotypes surrounding suicide, using real cases to promote reflection. Transmedia storytelling and accessible language are used to reach audiences effectively.
Advertising on Social Issues Influence Brand Image: A Study on Select Indian Companies
International Journal of Marketing and Business Communication, 2023
Today, advertising is becoming one of the most important tools not only to promote brands but also to spread awareness about social issues among the masses. Nowadays, marketing managers mainly focus on understanding the mindset of their target audience, as consumers prefer brands they can relate to. The societal marketing aims to pursue both earning revenues and improving society. Coming up with such innovative advertisements that are simple and convincing is what the brands are aiming for. Brands want to advertise themselves in a way that leaves a lasting impression in the minds of consumers. However, oftentimes difficulty arises when people immediately question or raise objections to the ads whenever they sense something unethical or inappropriate. There is a very thin line between being relevant and being controversial. Therefore, the present study focuses on some brands that use advertising techniques to inform the masses about the social ills that are prevalent in society and how these advertisements affect the brand’s public image.
PIONEER AND INNOVATIVE STUDIES IN SOCIAL, HUMAN AND ADMINISTRATIVE SCIENCES, 2024
Sustainability has become a critical focus for brands aiming to position themselves as environmentally responsible brands and build a sustainable brand image. This study examines consumer perceptions of Arçelik, a Turkish brand recognized among the World's 100 Most Sustainable Companies, through its 2021 advertising campaign “İyiliği Aşkla Tasarlar” (“Designed with Love”). The research explores how Arçelik's sustainability advertising efforts are interpreted by consumers, using thematic analysis of YouTube comments and semi-structured interviews with eight participants. Data were analyzed using MAXQDA 2020 software to identify key themes. Findings reveal significant gaps in understanding the concept of sustainability, with a notable discrepancy between YouTube commenters' positive views and interviewees' lack of trust in the brand’s sustainability claims. While the advertisement received high praise for its aesthetic appeal, it failed to influence participants' attitudes or behaviors towards sustainability. This study highlights the challenges in effectively communicating sustainability through advertising and the complexities of consumer belief systems in fostering a sustainable brand image. // Keywords – Sustainability Advertising, Consumer Responses, Arçelik, YouTube Comments, Semi-Structured Interview
Shodh Drishti (An International Peer Re vie wed Refereed Research Journal),, 2018
As we know, social and environmental issues, for example climate changes, scarcity of resources, economic growth etc., have become extremely challenging for the society. To curb these issues the concept of sustainability has come into practice. Sustainability is the integration of environment, economy and society. Recently, researchers have found cultural diversity as the fourth pillar of sustainability. Cultural diversity plays a significant role to integrate sustainability in advertising design. Advertising aims to change the purchasing and personal behavior of consumers and design makes this approach easier for the advertiser, that's why advertising design is a worthy medium to make the consumer aware about sustainable behavior. Cultural diversity has become an effective component in the integration of sustainability in advertising design because we have a mixed culture in the Indian subcontinent, which is ornamented by various cultures. Moreover cultural diversity can't be ignored in the formation of a sustainability-based advertising design because the formation of product campaign, models (endorsers), background/costume design, color application and language etc. are taken from a targeted community and all of these are interlinked with its culture. It is noteworthy that there is no guarantee that the cultural touch that has gone into the making of an advertising design will be sustainable in the application of the advertising design itself. Also, integrating sustainability with advertising design is more challenging in the Indian subcontinent because various cultures have flourished at the regional level in large numbers. From a world perspective, cultural diversity has never been a big issue for the rest of world (except south Asian or Asian sensible towards social issues and they never correlate cultural sentiments with the social issues. But in the context of Indian subcontinent, cultural diversity has a direct connection with the sentiments of the people and they are never ready to compromise with their cultural values at any cost. The objective of this research paper is to examine the major issues behind the challenges confronted in designing a sustainable advertisement for the countries of the Indian subcontinent and to outline the political approach in the development of sustainability in advertising design at the regional level in terms of cultural diversity.