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http://dx.doi.org/10.14400/JDC.2019.17.1.159

CSR Ad Strategy Based on Corporate Social Responsibility Theme, Model and Message Appeal  

Yu, Seung-Yeob (Dept. of Advertising and Public Relations, Namseoul University)
Publication Information
Journal of Digital Convergence / v.17, no.1, 2019 , pp. 159-168 More about this Journal
Abstract
The purpose of this study is to propose a strategy for creating an advertisement for Corporate Social Responsibility(CSR) based on the strategy of selecting an advertisement model in order to efficiently execute the advertisement of CSR. Data were analyzed by regression analysis. The results of this study are as follows: First, it is found that the value-relevance factors of the model are important regardless of the theme of CSR. In the economic field, the reliability of the model is important. But, the attractiveness of the model was more important in the environmental field. Second, it is effective to select a model with high value-relevance when selecting CSR advertising model. But, in the case of an expert, it is effective to select not only value addition, but also attractive and reliable models. Third, when producing CSR ads using emotional messages, it is important to consider the value and reliability of the advertising model. But, it is important to select the model considering the importance of the value and attractiveness of the advertisement model when producing the CSR advertisement using the informational message. It was found that it is very important to select a model that has a high relevance to the image of the social responsibility subject and the advertisement model when producing the social responsibility advertisement.
Keywords
Social Responsibility; Model Attribution; Model Selection; CSR Advertisement; Advertising Production;
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