Abstract

The article reports on the expansion of advocacy advertising as a systematic corporate strategy in the U.S. It also provides information on the definition, dimension and rationale of advocacy advertising in business. The sociopolitical environment of business in the United States has undergone a marked deterioration during the last two decades. While other social institutions, including government, religious bodies, and academia, have also suffered a loss in public trust and credibility, the decline in the case of business has been more precipitous and widespread. One of the ways by which business in the United States has attempted to counteract public skepticism of its social role and criticism of its activities is through publicity campaigns called advocacy advertising. Unlike traditional corporate image advertising, advocacy advertising attempts to tackle controversial issues and presents facts and arguments that project the sponsor in the most positive light and opponents' arguments in the worst light.