Abstract

Brands and advertising companies have successfully utilized the cultural momentum of social and political aspects to entangle with new consumers and advertise their products. So many researches have been conducted about the intersection of marketing and social and political movements but overlooked by advertising agencies. This research gives an insight of brand activism which can eventually help advertisers comprehend about the social and political movements and brands. It is helpful to determine the pathway of grand industrial success and an amalgamation with social and political movements. After diving deep into the prospect of social movements’ framing in advertising messages, this research explores the nuances of this aspect of those frames with a conceptual model. In-depth interviews with advertising professionals create a best practices guideline for activist ads. Advertisers nowadays can be benefited by implicating right strategies to social movements by modifying and revamping critical conversations about brand activism beyond large-scale strategy. On the other hand, political activism is also playing a powerful tool for any brand’s long-term success. Big brands are considering the political movements seriously and making a constructive effort to refabricate their brand activism strategy. So, in the age of globalization, political activism is a core essence of any brand’s long-term success story. This paper investigates the progressive representations of brand activism in the context of social and political movements in advertising and marketing trends.