Creative Change the World: A Study of Big Idea in Cause-Related Marketing


Enterprise competitiveness is not only the ability of marketing strategy and innovative technology. It should reconsider the relationship between people and society and the natural environment. The corporate social responsibility (CSR) is the key to success for sustainable business. More and more companies use the cause related marketing to communicate, and the creative performance in the message is the key to winning the advertising campaign. A creative advertising can stand out in many artworks, and it is impressive and easy to obtain feedback, deepen memories and evaluate the brands and companies. Moreover, a creative and meaningful advertisement can lead people to think deeply and even change people's mind and behaviors. Based on the award-winning advertisements that have been confirmed by a number of professional experts, it is credible to believe that award-winning advertisements can be a representative of creativity and worth learning. This study explores the winning advetisement by content analysis, and understands the trends in the use of Cause-Related Marketing, as well as the creative strategies and creative execution of works. The findings serve as a reference for social marketing of domestic companies, as well as academics and professors in advertising design and social design related courses.

Author Information
Ching Jung Fang, University of Ming Chuan, Taiwan

Paper Information
Conference: ACAH2019
Stream: Visual Arts Practices

This paper is part of the ACAH2019 Conference Proceedings (View)
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