Exploitation of the social responsibility theme of advertising directed towards the hyperconsumer: the Diesel case
DOI:
https://doi.org/10.52203/pangea.v4i2.75Keywords:
Communication, Consumption, Ethics, Positioning, Advertising, Social responsibilityAbstract
Advertising feeds and is the subject of many social debates. Companies usually communicate about their social values to their target audiences. That integration allows them to build a brand image and increase their capital sympathy. However, this strategy can be risky and counterproductive, especially with. Companies that choose a tone of derision to deal with serious issues. Faced with a critical consumer and aware of the negative effects of their hyperconsumption, companies need to meet the ethical and moral expectations of the consumer society. We take as examples two advertising campaigns of the Diesel brand to show the limits of the integration of the ethical dimension in advertising communication.
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