Abstract
This study explores the linguistic representation of environmental, social and governance issues (ESG) within advertisements, employing the Corporate Social Responsibility (CSR) theory as its theoretical framework. In the context of India's dynamic growth and its pledge towards accomplishing the 17 Sustainable Development Goals (SDGs), marketers stand at the intersection of societal responsibility and brand communication. Through an examination of 84 commercials that address a spectrum of social concerns, this study seeks to identify and illuminate the prevailing societal issues that necessitate attention. In navigating this inquiry, we conducted text analysis to examine the linguistic features and intricacies of these advertisements. The prominence of themes such as "Good Health and Well-being" and "Gender Equality" underscores their significance in the discourse. Additionally, the distinct linguistic patterns between different SDG themes shed light on the nuanced communication strategies employed to the social communication. This academic exploration contributes valuable insights into the intersection of marketing, societal responsibility, and the linguistic strategies employed in addressing critical issues.
Author Information
Manvi Goel, Indian Institute of Technology Roorkee, India
Vinay Sharma, Indian Institute of Technology Roorkee, India
Paper Information
Conference: ACAH2024
Stream: Language
This paper is part of the ACAH2024 Conference Proceedings (View)
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To cite this article:
Goel M., & Sharma V. (2024) Unravelling Social Narratives in Advertisements on India’s Sustainable Development Goals ISSN: 2186-229X – The Asian Conference on Arts & Humanities 2024 Official Conference Proceedings (pp. 683-693) https://doi.org/10.22492/issn.2186-229X.2024.60
To link to this article: https://doi.org/10.22492/issn.2186-229X.2024.60
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