Prosocial advertising and CSR communication: case study of the campaign Héroes de hoy

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Published 05-12-2023
Rocío Cifuentes Albeza
Francisco-Julián Martínez-Cano

Abstract

The analysis of the advertisement Intolerance Is Still There (2021) from a narrative point of view, using Genette's (1972) theory of focalization and ocularization, revised by Jost and Gaudreault (1995), is proposed as a basis for the study of the campaign Héroes de Hoy (2020-current). The results show that the discursive tactics are based on the narration of real historical and contemporary events, the activity of the characters, and the equidistant placement of the audience in a zone of contemplation, awareness, and prosociality

How to Cite

Cifuentes Albeza, R., & Martínez-Cano, F.-J. (2023). Prosocial advertising and CSR communication: case study of the campaign Héroes de hoy. ZER - Journal of Communication Studies, 28(55), 129–151. https://doi.org/10.1387/zer.25095
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