The Powers and Perils of Societal Advertising

Volume: 41, Issue: 3, Pages: 454 - 470
Published: Dec 9, 2020
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....
Paper Details
Title
The Powers and Perils of Societal Advertising
Published Date
Dec 9, 2020
Volume
41
Issue
3
Pages
454 - 470
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