The social cause advertising creativity: Values and confidence. The advertising discourses in crisis

Abstract

This project’s aim is determined by the importance of social issues in a society that is going through a crisis such as the present one. Spanish advertising communication is not being unaware of this use of social causes. The aim of this project is to check the use of these social causes, identify them and classify them regarding different criteria: topics, speaker and direct economic profitability. This research is included in the studies of the media’s contents. In order to carry out the analysis, a significant corpus of the graphic and audio-visual advertisements between the years 2004 and 2011 has been analysed. The research’s results show that the use of the social causes are becoming more and more used by Spanish advertising. They also show that the topics related to social reality are increasing gradually. Thus, advertising with a social cause becomes an efficient tool which is capable of generating trust and commitment in order to face the crisis and be able to open new development goals that may contribute to the creation of a new reality.