Beyond Consumption: Shaping Values and Raising Awareness with Advertising Campaigns
DOI:
https://doi.org/10.34630/e-rei.vi12.5787Keywords:
Advertising Influence, Social Campaigns, Discourse Analysis, Positive Impact Awareness, Societal ValuesAbstract
In this article, we look into the pervasive influence of advertising as a discourse, by analysing diverse public communication campaigns addressing social issues. To do so, the article refers to academic studies dealing with road safety, charity, child vaccination, AIDS treatment, and domestic violence across various cultural contexts. With this analysis, we are moving beyond the conventional view of
advertising tied to consumption. Despite being often criticized for its manipulative nature, advertising can have positive impacts, notably when it raises awareness of social problems. Therefore, in this article, we delve into the social consequences of advertising
discourse: for instance, insights into beauty product advertising highlight dual impacts on female self-image; on the other hand, campaigns promoting mental health can result in positive outcomes. This article is a contribution to a deeper understanding of
advertising's role when it comes to shaping societal values and ideologies, by showcasing its potential to influence individual decisions for broader social benefits.
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