Publicidad corporativa y de la RSC, ¿oportunidad o alternativa en tiempos de crisis para ganar confianza?

Resumen

There are some advertisements that do not sell products or services directly, but simply talk about values and principles, of attitudes and agreements. Ads are about emotions, and they appeal to your feelings more than they explain the benefits of what is being sold. It is "corporate publicity" that, we remember- sometimes in a useful way and other times in a monotonous way- sells the principles and values of a company, inst itution, or organization. In these times of economic and social crisis that we are living in, citizens and companies insist upon consumption. They look for reassurance and we need security (and peace of mind). We are looking for responsible companies that follow through on what they promise, and show their commitment to consumers and to society. Corporate Social Responsibility (CSR) is not a trend, it is an organizational philosophy. CSR actions bec ome the strategic concept of the publicity message and form the mentality of the organization when creating the publicity campaign. Literally, the proclamation of your co rporate values serves as the axis of the campaign. We are in a new phase of social posit ioning: a corporate position, based on attributes of the corporation, not of the product. For t hese reasons, this profound study of corporate publicity and its content has proved that, above all, showing the relationship between the company and its CSR is a strategy to generate public confidence in the organization and in society. Through the analysis of the publicity campaigns of a few large companies such as Endesa, Repsol or Gas Natural, one can compar e their corporate values, analyze their message and what image they are looking to outwardly portray, and figure out how they generate associations with their brand to create positive links of confidence and commitment between their organization and the public.