Sustainable audiovisual advertising for alcoholic beverages: a cross-cutting model

Authors

DOI:

https://doi.org/10.31637/epsir-2024-1499

Keywords:

self-regulation, Cruzcampo, eco-production, eco-manager, Heineken Group, neolocalist communication, sustainable advertising, alcoholic beverage advertising

Abstract

Introduction: The aim of the work is to model the strategies and actions that help beverage alcohol brands to develop more sustainable audiovisual advertising campaigns. Methodology: Exploratory-descriptive qualitative research based on a multiple triangulation of methods, sources and researchers. The resulting model is applied to Cruzcampo's Lola and Gitana campaigns. Results: A cross-cutting model for sustainable audiovisual advertising with 4 categories and 18 subcategories. Discussions: The importance of self-regulatory systems for alcoholic beverage brands and their partners is highlighted. The need to improve and make more visible the practices of audiovisual advertising production is underlined. Conclusions: The Spanish brewing sector shows a high level of responsibility, although there is still a lack of evidence of a sustainable advertising production process. It is essential to further develop the figure of the eco-manager and the implementation of eco-production seals. It is confirmed that culture is the fourth pillar of sustainability and that neolocalist communication strategies help brands to create more sustainable advertising.

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Author Biographies

Belén Ávila Rodríguez-de-Mier, ESIC University

PhD in Sociology from the Universidad Pontificia de Salamanca, Degree in Advertising and PR from the Universidad Complutense de Madrid, and Executive Master in Sales and Marketing Management from CESMA Business School. Professor and Coordinator of the degree in Advertising and PR at ESIC University. During her professional career she has worked in the marketing and advertising departments of Vodafone and Ferrovial and in advertising agencies such as Leo-Burnett and McCann. Member of the group Profiles and Strategies of Commercial Communication (PECC) at ESIC University.

José Manuel López Agulló Pérez-Caballero, ESIC University

PhD in Artistic, Literary and Cultural Studies from the Universidad Autónoma de Madrid, Master in History of Contemporary Art and Visual Culture and Degree in Advertising and Public Relations. Professor and main researcher of the group Profiles and Strategies of Commercial Communication (PECC) at ESIC University. Professor since 2019 in the subjects Psychology Applied to Marketing and Communication Theory at the same university. Expert in Textual Analysis in the cinematographic and advertising audiovisual field.

Fernando García-Chamizo, ESIC University

D. in Information Sciences from the Universidad Complutense de Madrid, MBA from the Universidad Europea de Madrid and a degree in Journalism from the Universidad Complutense. He directs the Master's Degree in Communication Management and New Technologies at ESIC University and edits and presents the program “Castilla-La Mancha Fin de semana” on Radio Castilla-La Mancha. Member of the group Profiles and Strategies of Commercial Communication (PECC) of ESIC University.

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Published

2024-11-13

How to Cite

Ávila Rodríguez-de-Mier, B., López Agulló Pérez-Caballero, J. M., & García-Chamizo, F. (2024). Sustainable audiovisual advertising for alcoholic beverages: a cross-cutting model. European Public & Social Innovation Review, 9, 1–19. https://doi.org/10.31637/epsir-2024-1499

Issue

Vol. 9 (2024)

Section

INNOVATING BUSINESS NARRATIVES: PERSUASION AND ADAPTATIONS TO THE NEW SOCIETY

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Copyright (c) 2024 Belén Ávila Rodríguez-de-Mier (Autor de Correspondencia); José Manuel López Agulló Pérez-Caballero, Fernando García-Chamizo

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