Strategic Communication and Corporate Social Responsibility. Advertising Messages Linked to Climate Change
Abstract
The contents linked to the social responsibility of companies have been present in the advertising strategies of companies for decades. In this way, the specific argument of the same has evolved according to the demands or social needs of each moment have changed, therefore, coinciding with the advances in research on the impact of climate change in the world, awareness messages on caring for the environment managed to play an important role. However, the 2008 economic crisis put a significant brake on this trend, with no recovery observed until 2017.
In this research we monitor the advertising messages of the large Spanish advertisers between 2008 and 2020, identifying the content linked to climate change and establishing how these are articulated in advertising strategies.
Our objective is, therefore, to identify the purpose of brands and companies with the use of this type of content and, above all, the levels of efficiency achieved by this type of strategy.
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