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

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

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 mechanis...

Full description

Bibliographic Details
Main Author: Alexandra Cosima Budabin
Format: Article
Language:English
Published: MDPI AG 2017-11-01
Series:Proceedings
Subjects:
cause marketing
humanitarianism
commodification
ethical consumption
marketing
Online Access:https://www.mdpi.com/2504-3900/1/9/905
id doaj-0baf92cd0c8847f68617d89b9a49da98
record_format Article
spelling doaj-0baf92cd0c8847f68617d89b9a49da982020-11-25T00:53:00ZengMDPI AGProceedings2504-39002017-11-011990510.3390/proceedings1090905proceedings1090905Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing CampaignsAlexandra Cosima Budabin0Human Rights Center, University of Dayton, Dayton, OH 45469-2790, USAIn 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.https://www.mdpi.com/2504-3900/1/9/905cause marketinghumanitarianismcommodificationethical consumptionmarketing
collection DOAJ
language English
format Article
sources DOAJ
author Alexandra Cosima Budabin
spellingShingle Alexandra Cosima Budabin
Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
Proceedings
cause marketing
humanitarianism
commodification
ethical consumption
marketing
author_facet Alexandra Cosima Budabin
author_sort Alexandra Cosima Budabin
title Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
title_short Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
title_full Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
title_fullStr Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
title_full_unstemmed Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns
title_sort crafting humanitarian imaginaries: the visual story-telling of buy-one give-one marketing campaigns
publisher MDPI AG
series Proceedings
issn 2504-3900
publishDate 2017-11-01
description 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.
topic cause marketing
humanitarianism
commodification
ethical consumption
marketing
url https://www.mdpi.com/2504-3900/1/9/905
work_keys_str_mv AT alexandracosimabudabin craftinghumanitarianimaginariesthevisualstorytellingofbuyonegiveonemarketingcampaigns
_version_ 1725239753579692032

Similar Items