TY - GEN
T1 - ESG in advertising narratives
T2 - 11th World Conference on Information Systems and Technologies, WorldCIST 2023
AU - Araújo, Daniel Ladeira de
AU - Garcia, Jorge Esparteiro
AU - Fonseca, Manuel José Serra da
AU - Andrade, José Gabriel
N1 - Publisher Copyright:
© The Author(s), under exclusive license to Springer Nature Switzerland AG 2024.
PY - 2024/2/15
Y1 - 2024/2/15
N2 - 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.
AB - 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.
KW - Advertising narrative
KW - ESG
KW - Outdoor
KW - Social media
KW - Sustainability
UR - http://www.scopus.com/inward/record.url?scp=85187644401&partnerID=8YFLogxK
U2 - 10.1007/978-3-031-45651-0_5
DO - 10.1007/978-3-031-45651-0_5
M3 - Conference contribution
SN - 9783031456503
VL - 802
T3 - Lecture Notes in Networks and Systems
SP - 43
EP - 50
BT - Information Systems and Technologies - WorldCIST 2023
A2 - Rocha, Alvaro
A2 - Adeli, Hojjat
A2 - Dzemyda, Gintautas
A2 - Moreira, Fernando
A2 - Colla, Valentina
PB - Springer Science and Business Media Deutschland GmbH
Y2 - 4 April 2023 through 6 April 2023
ER -