CSR Advertising in Large Brazilian Companies

Learning about the elements used in Corporate Social Responsibility commercials and contributing to the academic literature were the main motivations behind this work. The aim of this dissertation was to analyze the advertising of Brazilian organizations that use Corporate Social Responsibility (CSR) in their advertising messages. In this way, the CSR advertisements of four large Brazilian companies were analyzed, seeking to identify the content of the advertisements in relation to the appeal of the language used, the identification of structural and content attributes and the meanings of these pieces in the light of consumerism. The population of the study was the Interbrand ranking for 2014. Non-probabilistic sampling and selection by intentionality were used, choosing Itaú and Coca-Cola as the objects of the study, as well as a comparison with BIC and AMIL, which were not included in the ranking, but which also have commercials of this nature.

Autorentext

Studying for a PhD in Business Administration at UNIVALI. Master's degree in Business Administration from the Fundação Regional de Blumenau - FURB, with an emphasis on Marketing. Holds an MBA in Shared Services Management from SENAI/SC and a Specialization in Marketing from FAE Business School in Curitiba. He teaches Marketing, Strategic Planning and New Products.