The intersection of political activism and brand advertising
type: CreativeWork
description: [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The following document is a Master's thesis completed in accordance with graduation requirements for the Masters of Arts in Strategic Communication at the University of Missouri. This document explores the use of political activism in brand advertising, defined broadly as brand promotions that take stances on social-political issues that align with the brand's consumers and stakeholders. Research follows a qualitative visual analysis methodology in analyzing a selection of brand advertisements that qualify as political activism in brand advertising and were released between December 1, 2016 and February 1, 2018. This thesis leverages framing theory as a guide to investigate this communication phenomena and situate the concepts of brand activism, corporate social responsibility and advocacy advertising in the cultural context preceding the 2016 presidential election. These results inform the use of message framing in a relatively new context, namely, the use of political activism in brand advertising, as well as provide practical insights into political brand activism.
abstract: [ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The following document is a Master's thesis completed in accordance with graduation requirements for the Masters of Arts in Strategic Communication at the University of Missouri. This document explores the use of political activism in brand advertising, defined broadly as brand promotions that take stances on social-political issues that align with the brand's consumers and stakeholders. Research follows a qualitative visual analysis methodology in analyzing a selection of brand advertisements that qualify as political activism in brand advertising and were released between December 1, 2016 and February 1, 2018. This thesis leverages framing theory as a guide to investigate this communication phenomena and situate the concepts of brand activism, corporate social responsibility and advocacy advertising in the cultural context preceding the 2016 presidential election. These results inform the use of message framing in a relatively new context, namely, the use of political activism in brand advertising, as well as provide practical insights into political brand activism.
author: Jones, Madeline
language: eng
language: English
date published: 2018
date modified: 2026-07-24T03:09:16Z
provider: University of Missouri
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: University of Missouri--Columbia

PropertyValue
property ID: Handle
value: https://hdl.handle.net/10355/67736

PropertyValue
property ID: DOI
value: 10.32469/10355/67736