Abstract:
Brands essentially have identities. These identities have typically marketed
themselves as heroes by involving themselves in sustainable advertising. Recently, a
new strategy has surfaced, pro-social advertising. Pro-social brands, as they have been
titled, take a more politically disruptive and, at times, inspirational approach to the way
they market themselves. Rather than donating to a cause (sustainable/ hero advertising),
brands are entering controversial conversations. These conversations push for consumer
involvement and portray the brand identity as having a human spirit.
I have applied the idea of pro-social branding to a hypothetical campaign for
Crosley Radios, a company that sells primarily tum tables. Crosley will involve
themselves in the conversation ofracial equality. Specifically, Crosley will be
promoting the fight for equality of all races and will market this conversation through
their products, turntables and vinyl records. The creative execution can be seen in an
accompanying material, a fifty-page brand book and a creative pitch.
Description:
25 pages. A thesis presented to the Department of Journalism and the Clark Honors College of the University of Oregon in partial fulfillment of the requirements for degree of Bachelor of Arts, Spring 2016.