Publicidad con propósito: evolución de los temas sociales en las campañas creativas (2020-2024)

Marta Medina Núñez; María Sutil-García; María Teresa Santos-Navarro

doi:10.31637/epsir-2024-426

Authors

Marta Medina Núñez Universidad San Pablo CEU https://orcid.org/0000-0003-1498-8083
María Sutil-García Universidad San Pablo CEU https://orcid.org/0009-0002-4102-7376
María Teresa Santos-Navarro Universidad San Pablo CEU https://orcid.org/0009-0005-6394-1232

DOI:

https://doi.org/10.31637/epsir-2024-426

Keywords:

advertising, social, evolution, brands, inclusion, values, trend, WARC

Abstract

Introduction: The treatment of social issues in advertising has gained importance in recent years as today's society demands —more than ever— inclusiveness and social responsibility from brands. Methodology: This article examines how advertising in the 21st century transcends its traditional function of driving sales to become a key factor in social dialogue. To this end, 501 campaigns that have won awards at advertising creativity festivals have been analysed. Discussions: Recently, it has been explored how companies take positions on social and political issues in a phenomenon called brand activism, which positions companies as agents of change to appeal to younger consumers. While this approach can offer benefits, it also faces challenges of authenticity and consistency between companies' messages and actions. Currently, there are gaps in the research, including a paucity of longitudinal analyses and the limitation of studies to specific contexts, as well as insufficient exploration of the public's reaction to discrepancies between advertising and business practices. Conclusions: The main conclusion is that there is a growing tendency to promote dialogues on social issues, mainly on the environment, Human Rights, disability and health.

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Author Biographies

Marta Medina Núñez, Universidad San Pablo CEU

Secretary of the Department of Audiovisual Communication and Advertising at the Faculty of Humanities and Communication Sciences at San Pablo CEU University, where she also works as an adjunct professor of Advertising and Public Relations. She holds a degree in Journalism and Audiovisual Communication from Carlos III University of Madrid, a Master's in Secondary Education Teaching from CEU San Pablo University, and is a doctoral candidate in specialized communication, innovation, and technologies at the CEU International Doctoral School (CEINDO). Her research focuses on advertising, social communication, creativity, and disability. She has over 10 years of experience in creative direction for audiovisual production companies (Madrid, Spain), as an entrepreneur and businesswoman (Washington, D.C., United States), and in marketing and sales (San Francisco, United States).

María Sutil-García, Universidad San Pablo CEU

Collaborating Lecturer in the Department of Audiovisual Communication and Advertising at the CEU San Pablo University. Graduate in Advertising and PR from the University of Valladolid, Segovia Campus and Master's Degree in Compulsory Secondary Education and Baccalaureate from CEU San Pablo University. His lines of research focus on advertising, social communication, creativity and CSR. She has more than 10 years of experience as a creative and art director in leading advertising agencies, including Woonky (Buenos Aires), VMLY&R (Madrid), Good Rebels (Madrid), TBWA (Madrid) and Atrevia (Madrid).

María Teresa Santos-Navarro, Universidad San Pablo CEU

Collaborating Professor in the Faculty of Economics and Business Studies at the CEU San Pablo University. Graduate in Journalism from the Complutense University of Madrid, Master in Corporate Communication Management from the EAE Business School and Master in Branding, Marketing and Corporate Identity from the Camilo José Cela University. PhD candidate in Artistic, Literary and Cultural Studies at the Universidad Autónoma de Madrid. Her research interests are focused on literature, advertising, communication and marketing. She has more than 10 years of experience in communication, having worked for different advertising agencies, clients and written media.

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