Search

Article Information


Advocacy Advertising--The American Experience
Sethi, S. Prakash
21/1  (Fall 1978): 55-68

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.

 

California Management Review

Berkeley-Haas's Premier Management Journal

Published at the University of California for more than sixty years, California Management Review seeks to share knowledge that challenges convention and shows a better way of doing business.

Learn more
Follow Us