UID:
almahu_9949959624702882
Umfang:
1 online resource (118 pages).
ISBN:
9781003105893
,
1003105890
,
9781040319291
,
1040319297
,
9781040319369
,
104031936X
Serie:
Routledge critical advertising studies
Inhalt:
"This book critically examines how brands determine the visibility of social issues through their advertising practices, informing the ways we are persuaded to feel, think, and act as consumers and citizens. Through a critical analysis of brand responses to ongoing geopolitical events, such as the Ukrainian conflict and the war in Gaza, Scalvini demonstrates that commercial objectives drive ethical stances, leading to the prioritization of certain narratives and the exclusion of others. Drawing on in-depth interviews with post-Millennial consumers across North America, Europe, and Asia, Brand Activism critiques brands' reluctance to engage with politically sensitive topics, particularly those affecting the Global South, arguing that this avoidance distorts the representation of moral responsibility in advertising. This book examines how 'ordinary' consumers-those not strongly aligned with activist consumption- negotiate the idea that consumers should take moral responsibility. However, it also discusses the rise of a new generation of activists, particularly following the Gaza war, who reject superficial brand gestures and demand accountability for global justice. Case studies from brands such as Nike, Patagonia, Gillette, Dove, and Ben & Jerry's are explored in detail to unpack the symbolic, rhetorical, and discursive strategies by which present brand activist campaigns are being hollowed out and re-articulated into a moral discourse. This is valuable and insightful reading for advanced students and researchers in Media and Communication, Sociology, Marketing, and Business disciplines"--
Anmerkung:
Media, Marketing, and Morality: The Ethics of Brand Activism in Public Discourse -- The Taxonomy of the Activist Brand: Visionary, Sensitive, and Reflexive Brands -- Digital Dilemmas: Brand Activism in the Age of Algorithmic Influence -- Aligning Corporate Morality: The Challenges of Brand Activism and Consumer Trust -- The Ethical Responsibility of Visibility.
Weitere Ausg.:
Print version: Scalvini, Marco. Brand activism Abingdon, Oxon ; New York, NY : Routledge, 2025 ISBN 9780367616618
Sprache:
Englisch
Schlagwort(e):
Electronic books.
DOI:
10.4324/9781003105893
URL:
https://www.taylorfrancis.com/books/9781003105893
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