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Proceedings 2017, 1(9), 905; doi:10.3390/proceedings1090905

Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns

Human Rights Center, University of Dayton, Dayton, OH 45469-2790, USA
Presented at the International and Interdisciplinary Conference IMMAGINI? Image and Imagination between Representation, Communication, Education and Psychology, Brixen, Italy, 27–28 November 2017.
Published: 27 November 2017
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Abstract

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.
Keywords: cause marketing; humanitarianism; commodification; ethical consumption; marketing cause marketing; humanitarianism; commodification; ethical consumption; marketing
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. (CC BY 4.0).

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Budabin, A.C. Crafting Humanitarian Imaginaries: The Visual Story-Telling of Buy-One Give-One Marketing Campaigns. Proceedings 2017, 1, 905.

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