The Powers and Perils of Societal Advertising

Abstract

Despite the lack of consensus in existing literature regarding the societal functions of advertising, brands have been increasingly incorporating aspects of their stance on key social issues and/or contributions to societal wellbeing, into advertising messages. However, notable failures of contemporary societal advertising campaigns indicate that their effectiveness in achieving marketing objectives and advancing social causes remains ambiguous. To appraise the commercial and social consequences of societal advertising, the present research proceeds to examine its interrelationship with the social value system and conceptual differences with similar concepts. Although advertising is able to reflect and also reinforce a subset of existing social values, effective contribution to positive social change is likely to necessitate synergies between elements of the entire marketing process. Overall, given its risks and limitations, there is not sufficient evidence to posit that the practice of societal advertising is always for the best interest of business and society.