CMNS 221 Lecture Notes - Lecture 9: Ethical Consumer, Kfc
9 Mar 2016
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Document Summary
; corporations want to achieve a good citizen reputation through branding shifts from selling things to selling the image of corporate responsibility; labelling practices; social issues turn into marketing strategies. Ads blur line between citizen and consumer by relying on strong emotions like mourning and patriotism to sell products. Images: shock images cut the clutter (benneton), harmony images appeal to the ethical consumer, poverty images promote the idea of helpful consumption. Mazur (reading): feminism used to sell life threatening addiction, environmentalism used to sell. Suvs and fuel, civil rights movement used to sell alcohol. Donating through corporations is donating to the business"s promotional gain; red campaign the promotional logic goes to ourselves. How do you feel about companies linking themselves with certain social issues and causes? (response): i feel that it is an approach that is convenient but not effective to the cause.
