Presenter(s): Rachel Benner – Media Studies, Advertising
Faculty Mentor(s): Kim Sheehan
Oral Session 1C
Research Area: Social Science
Advertising agencies frequently use the cultural energy of social movements to connect brands to new audiences and promote their products. Recent “brand activism” efforts in the industry tie marketing messages to specific issues of social justice. A large body of academic critique about the general intersection of social movements and marketing exists, but insights from these studies are largely ignored by people in the advertising industry. This thesis addresses that disconnect. After exploring studies of social movements’ framing in advertising messages, this project assesses the strengths and weaknesses of those frames with a theoretical model. In-depth interviews with advertising professionals then shape a best practices guide for creating pro-social advertising: a way for advertising to best address critical discourse around social movements and brands leading to industry differentiation, increased brand trust, and progressive allyship with social movements.