Article2010

CSR advertisements: a legitimacy tool?

87 citations0/0 files storedCorporate Communications An International Journal

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Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability Corporate Identity and Reputation

Abstract

Purpose The purpose of this paper is to investigate how companies use corporate social responsibility (CSR) advertisements to legitimise their ethical positions and how CSR advertisements vary across countries. Design/methodology/approach The paper evaluates CSR advertisements from Chevron and Banco Real published in the news/business magazines (The) Economist and Time in the UK as well as in Veja and Exame in Brazil, leaders in their categories. The advertisements were analysed using a set of semiotic concepts. Findings Companies use different strategies for publicising CSR. There are campaigns that appeal to consumer rationality as well as campaigns that appeal to the emotions. There is also evidence that companies use their advertisements to respond to public pressure and thus create or maintain their legitimacy in the eyes of society. Originality/value CSR communication is an emerging field, with research focusing on corporate social disclosure mainly through web sites and corporate reports. However, little is known regarding CSR advertisements. The paper provides insights on this issue and focuses on comparative research, which is also a neglected area in the CSR field.

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References

1995Managing Legitimacy: Strategic and Institutional Approaches 1977Image-Music-Text 1995Corporate social and environmental reporting 1998Managing Public Impressions: Environmental Disclosures in Annual Reports 1991Exposure, legitimacy, and social disclosure 1996Accounting and accountability : changes and challenges in corporate social and environmental reporting 2000Corporate Communication and Impression Management – New Perspectives Why Companies Engage in Corporate Social Reporting 1994The implications of Organizational Legitimacy for Corporate Social Performance and Disclosure

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