WHAT ARE WE TALKING
• Corporate Social Responsibility
• Techniques used in CSR
• Impact of CSR on audiences
• Social responsibility is a
• Many corporations get
involved in CSR
• But does CSR really
impact our society?
• What specific techniques are used by United
Colors of Benetton in their CSR campaigns
• To what extent do CSR campaigns and
activities positively effect social change?
WHO SAID WHAT?
• Alexander Dahlsrud, (2008).
"How corporate social
responsibility is defined: an
analysis of 37 definitions."
• Uncertainty as to how CSR
should be defined
• CSR is typically defined in
relation to environmental,
“A concept whereby companies integrate
social and environmental concerns in their
business operations and in their interaction
with their stakeholders on a voluntary basis”
Commission of the European Communities,
WHO SAID WHAT?
• Özlem Sandıkcı, (2011).
"Shock tactics in
implications for citizen-consumer."
• Shock advertising -
elicits attention /jolts
consumers/ cuts through
• Effects - opinion
formation and action
LET’S HEAR FROM JOE
• 37 persons surveyed
• Most familiar with Benetton,
but not customers
• Unfamiliar with ‘Unhate’
• Did not like image of leaders
• Did not see connection of
condoms with product
RESPONSES TO Q. 10. AFTER SEEING SEVERAL OF
BENETTON’S AD CAMPAIGNS, HOW WOULD YOU RATE ITS
INFLUENCE ON YOUR ATTITUDE TOWARDS SOCIAL ISSUES?
RESPONSES TO Q. 11. DO YOU THINK THAT
CORPORATIONS WHO ENGAGE IN THIS TYPE OF
CAMPAIGNING CAN POSITIVELY INCITE CHANGE IN
• Benetton’s CSR technique:
• Does it influence change?
• Our participants may not have been moved
• Sandıkcı’s study highlighted Benetton’s ‘Looking at
Death in the Face’ campaign which encouraged
discourse on the issue of capital punishment
• Small sample size
• Longitudinal effects - assignment had a due
date, not much time for research
• Cultural bias
WHAT DO I THINK?
Attitudes & Behaviors