Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns

Proceedings

Budabin, Alexandra Cosima¹ 

关键词: cause marketing;    humanitarianism;    commodification;    ethical consumption;    marketing;   

DOI  :  10.3390/proceedings1090905

学科分类：社会科学、人文和艺术（综合）

来源: mdpi

【 摘 要 】

In the Buy One Give One (B1G1) business model, social enterprise companies respond to humanitarian causes by linking consumers to recipients through the commodification of a shared product experience. Ponte and Richey deem these interfaces “new imaginaries”, with consumption elevated as the mechanism for humanitarian action. Using a case comparison of two B1G1 companies, I argue that the visual story-telling of B1G1 marketing materials constructs a “humanitarian imaginary” that shapes how consumers understand engagement. Using visual analysis, I consider the opportunities and ethical limits of building solidarity through social marketing.

【 授权许可】

CC BY