Analysis of ESG in Corporate Advertising of Global Companies: Focusing on the Type of Corporate Advertising and Message Specificity

Abstract

In a rapidly changing global environment, corporate advertising is one of the means by which global companies in domestic communicate with various public. The purpose of this study is to analyze the characteristics of corporate advertising by type and how ESG activities appear in corporate advertising to suggest the message strategies for neo-corporate advertising. For the purpose, this study analyzed TV advertisements and digital video advertisements of companies executed for three years from 2020 to 2022 in Korea. Also this study analyzed the characteristics of corporate advertisements that dealt with ESG messages according to the type of corporate advertisement, the specificity and global fit of ESG message. As a result, corporate advertising does not critical element of ESG as message strategies. In order to effectively communicate ESG activities to public, corporate advertising should aim to deliver the messages deals G(Governance) regarding to the execution and performance of advertising in ESG. In terms of execution and performance, the specificity and global fit of message as message strategy should be used and global and regional strategies must be explored.