Storydoing as an innovative model of advertising communication that favors an improvement in society

Abstract

Introducción: Storydoing is analyzed as a prospective advertising communication model in terms of social justice and environmental sustainability that responds to the needs of a society that demands more transparency and honesty from commercial organizations. Methodology: A sample of 87 storydoing campaigns was subjected to exploratory qualitative content analysis. This analysis consisted of identifying the social cause of the campaign based on the categories established by Kotler et al. (2002) and calculating its incidence in the sample. Results: The results show that storydoing is an advertising communication model that favors the improvement of several areas within society, including education in values concerning family, school, adolescence and youth, civics, culture, and politics. In the same vein, it can help address issues such as environmental and ocean pollution, endangered species, and recycling. Discussion: In light of the above, we are faced with a model in advertising communication that favors an improvement in society. However, some studies point out the lack of clarity with which companies develop advertising strategies based on social causes. Conclusion: Ultimately, we find a disruptive edu-communicative model in advertising that bases its strategy on a story aligned with business reality and that is committed to the transformation of social reality.