Brand Activism: Working Toward Progressive Representations of Social Movements

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dc.contributor.authorBenner, Rachel Elizabeth
dc.date.accessioned2018-12-15T17:11:43Z
dc.date.available2018-12-15T17:11:43Z
dc.date.issued2018-06
dc.description122 pages. Presented to the School of Journalism and Communication and the Robert D. Clark Honors College in partial fulfillment of the requirements for the degree of Bachelor of Arts June 2018
dc.description.abstractBrands and advertising agencies have always used the cultural energy of social movements to connect to new audiences and promote their products. Academics have written a large body of critique about the intersection of social movements and marketing, but it is largely ignored by the advertising industry. This thesis addresses that disconnect, helping advertisers address critical discourse around social movements and brands, leading to industry success and progressive allyship with social movements. After exploring studies of social movements’ framing in advertising messages, this project assesses the strengths and weaknesses of those frames with a theoretical model. In-depth interviews with advertising professionals shape a best practices guide for creating activist ads. Advertisers today can leverage successful framing strategies to address social movements in their work by extending existing critical conversations about brand activism beyond large-scale strategy and into the message creation process. They can also succeed by giving their brand activism the context of tangible action and responsibly researching the audience they seek to reach with their messaging.en_US
dc.identifier.urihttps://hdl.handle.net/1794/23984
dc.language.isoen_US
dc.publisherUniversity of Oregon
dc.rightsCreative Commons BY-NC-ND 4.0-US
dc.subjectMedia studiesen_US
dc.subjectAdvertisingen_US
dc.subjectSocial movementsen_US
dc.subjectFraming theoryen_US
dc.subjectIndustry researchen_US
dc.subjectFeminismen_US
dc.titleBrand Activism: Working Toward Progressive Representations of Social Movements
dc.typeThesis/Dissertation

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