Life Solved
Can Advertising Be A Force For Good? Ft. Dr Karen Middleton
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Episode notes
In this special festive episode of Life Solved, Robyn Montague speaks with Dr Karen Middleton about her research into the social power of advertising.
If you’re currently overwhelmed by festive advertising, you might also have noticed some subtle shifts in the way brand and organisations are positioning their products and values.
Brands have long sought to gain our trust and loyalty through emotive and provocative campaigns, but today are more likely to be called out on their mistakes and mis-steps.
Karen explains why advertisers are being asked to take more responsibility than ever before for the social norms they promote, and what strides they are taking to be representative of diverse societies in campaigns.
She shares insights from her work into gender and advertising, discusses the trends she sees emerging and reflects upon how social media is allowing diverse aspects of society to hold businesses responsible for the imagery and ideas they promote.
Oh, and if you want to find out what this expert’s favourite Christmas advert is, you’ll just have to listen.
You can find out more about this work and other research at the University of Portsmouth website: https://www.port.ac.uk/research/research-projects
USEFUL LINKS
Dr Karen Middleton
https://www.port.ac.uk/about-us/structure-and-governance/our-people/our-staff/karen-middleton
Is advertising getting woke?
The Advertising Standards Authority (ASA)
The John Lewis Christmas Ad 2022
https://www.youtube.com/watch?v=1z0jfP2gCIs
Navigating the Cost of Living crisis with advertising
The Dove Campaign for Real Beauty and other campaigns
https://www.dove.com/uk/stories/campaigns.html
The UN Sustainable Development Goals and Advertising
https://www.adweek.com/brand-marketing/want-to-do-good-in-advertising-the-un-has-a-plan-for-that/
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