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

doi:10.1007/978-3-031-45651-0_5

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

^*Autor correspondente para este trabalho

Resultado de pesquisa › revisão de pares

Resumo

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.

Idioma original	English
Título da publicação do anfitrião	Information Systems and Technologies - WorldCIST 2023
Editores	Alvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Valentina Colla
Editora	Springer Science and Business Media Deutschland GmbH
Páginas	43-50
Número de páginas	8
Volume	802
ISBN (eletrónico)	9783031456510
ISBN (impresso)	9783031456503
DOIs	https://doi.org/10.1007/978-3-031-45651-0_5
Estado da publicação	Publicado - 15 fev. 2024
Publicado externamente	Sim
Evento	11th World Conference on Information Systems and Technologies, WorldCIST 2023 - Pisa Duração: 4 abr. 2023 → 6 abr. 2023

Série de publicação

Nome	Lecture Notes in Networks and Systems
Volume	802
ISSN (impresso)	2367-3370
ISSN (eletrónico)	2367-3389

Conferência

Conferência	11th World Conference on Information Systems and Technologies, WorldCIST 2023
País/Território	Italy
Cidade	Pisa
Período	4/04/23 → 6/04/23

ODS da ONU

Este resultado contribui para o(s) seguinte(s) Objetivo(s) de Desenvolvimento Sustentável

Acesso ao documento

10.1007/978-3-031-45651-0_5

Outros arquivos e links

Link to publication in Scopus

Citação

Araújo, D. L. D., Garcia, J. E., Fonseca, M. J. S. D., & Andrade, J. G. (2024). ESG in advertising narratives: case analysis of Golden Lion winning campaigns at Cannes 2022. Em A. Rocha, H. Adeli, G. Dzemyda, F. Moreira, & V. Colla (Eds.), Information Systems and Technologies - WorldCIST 2023 (Vol. 802, pp. 43-50). (Lecture Notes in Networks and Systems; Vol. 802). Springer Science and Business Media Deutschland GmbH. https://doi.org/10.1007/978-3-031-45651-0_5

Araújo, Daniel Ladeira de ; Garcia, Jorge Esparteiro ; Fonseca, Manuel José Serra da et al. / ESG in advertising narratives : case analysis of Golden Lion winning campaigns at Cannes 2022. Information Systems and Technologies - WorldCIST 2023. editor / Alvaro Rocha ; Hojjat Adeli ; Gintautas Dzemyda ; Fernando Moreira ; Valentina Colla. Vol. 802 Springer Science and Business Media Deutschland GmbH, 2024. pp. 43-50 (Lecture Notes in Networks and Systems).

@inproceedings{4662d5382c12432b92c6c33cbde3b70d,

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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.",

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Araújo, DLD, Garcia, JE, Fonseca, MJSD & Andrade, JG 2024, ESG in advertising narratives: case analysis of Golden Lion winning campaigns at Cannes 2022. em A Rocha, H Adeli, G Dzemyda, F Moreira & V Colla (eds), Information Systems and Technologies - WorldCIST 2023. vol. 802, Lecture Notes in Networks and Systems, vol. 802, Springer Science and Business Media Deutschland GmbH, pp. 43-50, 11th World Conference on Information Systems and Technologies, WorldCIST 2023, Pisa, Italy, 4/04/23. https://doi.org/10.1007/978-3-031-45651-0_5

ESG in advertising narratives: case analysis of Golden Lion winning campaigns at Cannes 2022. / Araújo, Daniel Ladeira de ; Garcia, Jorge Esparteiro; Fonseca, Manuel José Serra da et al.
Information Systems and Technologies - WorldCIST 2023. ed. / Alvaro Rocha; Hojjat Adeli; Gintautas Dzemyda; Fernando Moreira; Valentina Colla. Vol. 802 Springer Science and Business Media Deutschland GmbH, 2024. p. 43-50 (Lecture Notes in Networks and Systems; Vol. 802).

Resultado de pesquisa › revisão de pares

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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

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Araújo DLD, Garcia JE, Fonseca MJSD, Andrade JG. ESG in advertising narratives: case analysis of Golden Lion winning campaigns at Cannes 2022. Em Rocha A, Adeli H, Dzemyda G, Moreira F, Colla V, editores, Information Systems and Technologies - WorldCIST 2023. Vol. 802. Springer Science and Business Media Deutschland GmbH. 2024. p. 43-50. (Lecture Notes in Networks and Systems). doi: 10.1007/978-3-031-45651-0_5

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

Resumo

Série de publicação

Conferência

ODS da ONU

Acesso ao documento

Outros arquivos e links

Impressão digital

Citação