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...
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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 |
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1725239753579692032 |