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• W3121138316 abstract "Gucci is widely recognized as one of the most influential luxury fashion brands on earth. The brandis progressive and could be classified as social activist. This socially engaged profile appeals to thecontemporary consumer, who increasingly values morally sound conduct. Companies like Gucci usecause-related marketing campaigns to moralize themselves, campaigns which heavily appeal to theconsumers’ emotion. This thesis examines the relationship which moralization and cause-relatedmarketing have with social issues, like the inclusion of minorities or LGBT+ rights. Previousacademic work has questioned the use of cause-related marketing and moralizing values, as theycould exploit the emotions of consumers. Additionally, cause-related marketing campaigns oftendepict the pain and anguish of the Other – another questionable practice, according to scholarship.Gucci makes use of all these aforementioned theories and concepts: it markets itself as morallyacceptable, by infusing its communication with values of progression and social justice. Therefore,research question which this paper answers is how does Gucci construct and communicate about‘achieving change’? This paper unravels Gucci communication and how it is crafted: whichmessages are sent and how does this relate to scholarship. This is examined by using a qualitativethematic analysis on two of Gucci’s online platforms: CHIME FOR CHANGE and Gucci Equilibrium. Intotal, 40 webpages are studied, 20 of either platform. In total, 40 texts and 148 images areexamined in this paper. The results indicate that Gucci wants to be seen as morally superior tocompetitors in the industry. Being morally acceptable is part of their marketing plan, which theyachieve by taking an activist stance towards social issues. They foster empowerment, advocate forminorities and want a diverse corporate culture – fostering progression and social change seemsevident. However, the thesis also reveals serious worries regarding Gucci’s communication, whichcorrelates with literature about marketing and distant suffering. Firstly, evidence emerges whichquestioned Gucci’s honest intentions about progression. It highlights a commonly heard critiqueregarding marketing, its manipulative characteristics. ‘Doing good’ might merely be a tool toincrease profitability. Secondly, the inclusion of suffering in marketing practices is questionable, asit exploits those witnessing pain, and those in pain. This paper highlights the dangers or causerelated marketing, and how moralisation and the inclusion of social values might damage charities.Currently, there are little to no papers which examine the relationship between marketing anddistant suffering, a spectacle which this paper investigated. The thesis shares new insights intomarketing’s relationship with pain and other emotions, an affiliation which still needs furtherinvestigation – especially after his inquiry." @default.
• W3121138316 created "2021-02-01" @default.
• W3121138316 creator A5063578770 @default.
• W3121138316 date "2020-06-29" @default.
• W3121138316 modified "2023-09-28" @default.
• W3121138316 title "‘’Doing well by doing good’’ How businesses use social issues as marketing tool" @default.
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