Description
Recently, prominent brands have made headlines due to advertisements that take a stand on social justice issues, such as race and gender. These advertisements often spark dialogue as well as mixed reactions among the brand's consumers. This research project explores how these advertisements have affected the consumer's perception of the brand. Companies have an extremely valuable and influential platform with the ability to quickly reach a great number of individuals. Advertisements about social justice issues often stimulate broader conversations regarding the issues at hand and draw more attention to the topics addressed in the advertisement. In addition to a literature review, I will conduct a content analysis of data found on Facebook and Twitter and I will utilize Word Clouds and Linguistic Inquiry and Word Count to gauge the general reactions to various advertisements. The results of this study will inform companies interested in releasing such advertisements of the risks and rewards involved in doing so. Further, using the analysis, I will provide some recommendations of best practices to release purposeful and effective social justice advertisements. If this project shows that thoughtfully crafted advertisements impact brand perception, companies should be encouraged to provide messages that will motivate the public to recognize and address the social justice issues of today's world.
The Impact of Advertising Social Justice Issues on Consumer's Brand Perception
Recently, prominent brands have made headlines due to advertisements that take a stand on social justice issues, such as race and gender. These advertisements often spark dialogue as well as mixed reactions among the brand's consumers. This research project explores how these advertisements have affected the consumer's perception of the brand. Companies have an extremely valuable and influential platform with the ability to quickly reach a great number of individuals. Advertisements about social justice issues often stimulate broader conversations regarding the issues at hand and draw more attention to the topics addressed in the advertisement. In addition to a literature review, I will conduct a content analysis of data found on Facebook and Twitter and I will utilize Word Clouds and Linguistic Inquiry and Word Count to gauge the general reactions to various advertisements. The results of this study will inform companies interested in releasing such advertisements of the risks and rewards involved in doing so. Further, using the analysis, I will provide some recommendations of best practices to release purposeful and effective social justice advertisements. If this project shows that thoughtfully crafted advertisements impact brand perception, companies should be encouraged to provide messages that will motivate the public to recognize and address the social justice issues of today's world.