El mensaje comprometido es otra publicidad

Abstract

The role of the company has transformations. Social demands have been the cause of these mutations because society requires responsibility and transparency. Some companies decide to incorporate into their communication strategy as a way to report to the society, becoming the best presentation: its social, ethical and environmental issues. This strategy consistent and maintained over time provides intangible benefits that increase the value of the organization. Today the trust has become a core value in all organizations, but the value bet on this core value to appear before identifying stakeholders is a strategy that addressed with great originality and neatness some companies. This article aims to analyze the types of advertisements that use social messages, thereby determine whether corporate social responsibility can place it in the framework of the new way of understanding the business message.