ESG in advertising narratives: case analysis of Golden Lion winning campaigns at Cannes 2022

Daniel Ladeira de Araújo, Jorge Esparteiro Garcia*, Manuel José Serra da Fonseca, José Gabriel Andrade

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The key question that will be addressed in this research is whether advertising narratives feature initiatives within the ESG - Environment, Social and Governance - framework. Investors increasingly value companies that promote sustainable impact actions, something that the promoting companies report in detail in their ESG reports directed at corporate stakeholders. To identify and understand how brands present such initiatives to the consumer market, we checked campaigns awarded with the Golden Lion of Advertising at Cannes 2022. The methodological cut involved three award categories, being analyzed 19 campaigns from 10 different countries. Besides the bibliographical survey on discourse analysis and content analysis, this exploratory qualitative and quantitative research had the inductive method to direct the individual analysis of each campaign. As a result, we identified that more than half of the campaigns address aspects related to ESG initiatives, being the social scope addressed by most of the campaigns. A result that provokes new hypotheses and possibilities of research continuity.
Original languageEnglish
Title of host publicationInformation Systems and Technologies - WorldCIST 2023
EditorsAlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Valentina Colla
PublisherSpringer Science and Business Media Deutschland GmbH
Pages43-50
Number of pages8
Volume802
ISBN (Electronic)9783031456510
ISBN (Print)9783031456503
DOIs
Publication statusPublished - 15 Feb 2024
Externally publishedYes
Event11th World Conference on Information Systems and Technologies, WorldCIST 2023 - Pisa, Italy
Duration: 4 Apr 20236 Apr 2023

Publication series

NameLecture Notes in Networks and Systems
Volume802
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

Conference11th World Conference on Information Systems and Technologies, WorldCIST 2023
Country/TerritoryItaly
CityPisa
Period4/04/236/04/23

Keywords

  • Advertising narrative
  • ESG
  • Outdoor
  • Social media
  • Sustainability

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