This investigation rigorously explores the linguistic representation of societal issues within social advertisements, employing the Corporate Social Responsibility (CSR) theory as its analytical framework. In the context of India's dynamic growth and its pledge towards accomplishing the 17 Sustainable Development Goals (SDGs), marketers stand at the intersection of societal responsibility and brand communication. Through a meticulous examination of 84 commercials that address a spectrum of social concerns, this study seeks to identify and illuminate the prevailing societal issues that necessitate attention. In navigating this inquiry, we intricately unravel the complexities woven into the linguistic fabric of these advertisements by employing text analysis. The prominence of themes such as "Good Health and Well-being" and "Gender Equality" underscores their significance in the discourse. Additionally, the distinct linguistic patterns between different SDG themes shed light on the nuanced communication strategies employed to the social communication. This academic exploration contributes valuable insights into the intersection of marketing, societal responsibility, and the linguistic strategies employed in addressing critical issues.

Authors:
Manvi Goel, Indian Institute of Technology, India
Vinay Sharma, Indian Institute of Technology Roorkee, India

About the Presenter(s)
Ms Manvi Goel is a University Doctoral Student at Indian Institute of Technology in India

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